Online to Offline: How Luxe Beauty and Wellness Is Growing Beyond Digital

Digital innovation fueled Luxe Beauty and Wellness’ dramatic online growth. The company’s founder Anna Magkawas shares the company’s online to offline push at the recently held GrowthCon PH 2024.

What’s next for a brand that was catapulted to success through online selling? Build your own manufacturing plant and create a strong offline presence in channels like Watsons, of course. For Anna Magkawas, founder and CEO of Luxe Beauty and Wellness Group, this online to offline shift is the next step of the company’s growth. She shared her triumphs and her plans for the future at a session in The Business Manual’s GrowthCon PH 2024, held last November 7 at Ascott BGC.

During the session entitled “Sales and Productivity Growth: Advancing Through Digital Innovation,” Magkawas shared with the GrowthCon audience the story of how she grew her business from online to offline. The panel of startup entrepreneurs also included Josef Werker from Humble Sustainability, Matt Tan of SolX, and Vince Rocha of Mylo’s Speech. Each of the panelists shared the stories of how their startup was able to achieve growth through digital innovation.

Online Selling Prodigy

Before Anna Magkawas’ Luxe Beauty and Wellness had grown into the startup behemoth it is today, she began by selling pre-loved luxury bags through online selling. Something of an online selling prodigy, she quickly became the number one seller of luxury bags online.

She says, “Live selling now is really powerful. Like, in one day, you can sell a lot. You can get a [whole month’s salary] if you focus on live selling. But, of course, in the beginning, there are struggles.”

When the COVID-19 pandemic struck, she pivoted to selling antibacterial wipes to answer the demand for hand sanitation at the time. This eventually led her to selling other wellness products as well as beauty products through her online selling platform. And from there, Luxe Beauty and Wellness was born, which The Business Manual documented in a previous startup cover.

Anna encourages online sellers to persevere in their efforts. She says, “There are only a few people watching you. But, as time goes by, you’re always seen by audiences. They pass by you regularly. So, they’ll keep coming back to you. They’ll also be curious about the product you’re selling.”

Today, Luxe Beauty and Wellness sells its products to over 300 distributors nationwide and around the world.

Even with recent online to offline growth and expansion, Magkawas emphasizes that the company’s growth was built on the back of online selling. “Because that’s our forte,” Anna says. “So, we use the power of social media. We have TikTok, Instagram, Facebook, Shopee, Lazada. So, we used those. And that’s it. The business grew. And now, we were able to make it to Watsons.”

Online to Offline Growth

With its strong online selling roots, Luxe Beauty and Wellness is expanding to new horizons.

“A lot of things happened this year, 2024,” Anna says, sharing both triumphs and personal tragedies with the GrowthCon entrepreneurs. “So even if there are things that are not good, because I had a miscarriage… the blessings of the Lord are still coming.”

She continues by naming the three avenues of growth for the Luxe Group: “We were able to have our own manufacturing plant. We were able to meet the consulate in New York because we have a plan for expansion globally. And then Watsons. So, a lot of good things are happening.”

About GrowthCon PH 2024

GrowthCon PH is an annual business summit organized by The Business Manual, where entrepreneurs and aspiring entrepreneurs alike are able to learn from each other, explore opportunities, and network with some of the most successful start-ups in the country today.

GrowthCon PH 2024 consisted of four sessions designed to level up participants’ knowledge and entrepreneurial mindset. After the sessions, a pitch competition was held to educate and train aspiring entrepreneurs on the art of the business pitch.