The Business Manual takes a deeper look at the beauty business and the competitive edge of Skinlandia and Remedy Skin Solutions.

Putting up a skincare clinic presents many challenges, foremost of which is the competitive and saturated Philippine market. In an industry scenario dominated by long established and heavily marketed brands, is it still viable to set up cosmetic clinics? The answer is a resounding yes. 

In this article, owners of two start-up clinics discuss why they consider the venture as rewarding as well as the essential steps they have taken to ensure the success of their individual enterprises. One caters to the premium mass market while the other is decidedly upscale. 

Skinlandia

No stranger to the wellness industry, Noreen Divina, aims to replicate the success of her 200-branch-strong nail salon and body spa brand Nailandia. With a start-up capital of P6M, she opened a skincare and wellness clinic in SM Fairview early this year. Taking the cue from Nailandia, she decided to name it Skinlandia for immediate brand recall and similarly positioned it as a mass market business focusing on cosmetic and skincare treatments. Although the opening was hindered by disruptions due to delays in construction, this businesswoman took it as another hurdle she needed to overcome. Just months into the business, a second branch is set to open in BGC at the start of 2025.

Capturing the Premium Mass Market

“Instead of the clinical feel of traditional skin clinics, I wanted to create a welcoming ambience. The cozy interior is just the start of the experience. We may cater to the aspirational segment but this does not mean that our place and our services are middling. Our service menu has a total of 69 treatments—all of which are reasonably priced.  What’s not to like about quality beauty treatments at attractive prices?” asks Divina. Additionally, by situating Nailandia in the mall where people go for recreation, the brand offers accessibility and convenience to its clients. So whether you’re out shopping, dining, or running an errand, you can easily incorporate a Skinlandia beauty visit to your day.

Investing in People and Technology

Aside from identifying the market niche, finding the right location, and offering value for money, it’s crucial to manage the employees well. Divina shares that over and above material incentives , fostering a positive work culture, recognizing hard work, and providing opportunities for growth to the staff  are all needed for the business to thrive. 

Photo: Noreen Divina

Caption: Beauty and Wellness Entrepreneur – Noreen Divina, CEO of Nailandia, wants to empower the Filipina women by highlighting the intrinsic connections between beauty, confidence and health.

Noreen has personally tried and tested all the machines that are in the clinic. Skinlandia has invested in trusted machines (mostly from Korea) that offer effective treatments such as hair removal, skin brightening, skin contouring and tightening to body slimming.

Lastly, Divina says that having doctors on duty is vital to its brand mission. “We want to be able to extend the best care and the right diagnosis to our customers.  Are there underlying health issues causing cystic acne, for example. This approach allows us to address concerns beyond the surface which will help our clients understand the treatments they need to care and enhance their natural beauty,” she explains.

Photo : Skinlandia

Caption : Skinlandia recently opened its flagship store in SM Fairview. 

Remedy Skin Solutions

Remedy Skin Solutions is a dermatological clinic dedicated to personalized  expert care for optimal skin health. Started by spouses Paul and Dr. April Geraldez Rivera on November 2019 in One Uptown BGC, the business immediately encountered a major challenge due to the onset of the pandemic. “Instead of closing down, we identified a niche and tried to win that market. We decided to focus on treating “mask-ne” (acne caused by wearing masks). This focus became the foundation of our early success at Remedy,” shares Dr. Rivera. The pandemic taught the owners the importance of adaptability and flexibility. Moreover, the lockdowns made them value resilience and how to thrive under pressure.

Photo : Spouses Rivera

Caption: Natural Beauty is Best: “Our goal is to create an environment that nurtures skin positivity and confidence.”

Individualized Skin Solutions

Remedy’s core has always been education, holistic care, and personalization. “We sit down with each patient to know their particular lifestyle, health conditions and skin goals. We do not push treatments just for patients to “try” them out. Admittedly, that’s an easier way to make money. But we choose to focus on providing long term solutions within realistic timelines,” Rivera further explains. Being a gender neutral clinic, they get clients who ask for a total makeover while others prefer to maintain a natural glow. There are no quick fixes. It’s a protocol for Remedy’s staff to recommend safe and proven measures to help patients achieve the look they aspire for and apprise them when to expect results.

Talent, Technology, and Training

Crucial investments in the beauty and skincare industry revolve around building a skilled team. “It’s essential to have the right people, with the right tools, trained the right way to ensure you can address the patient’s problems. Gaining the initial trust of patients is key otherwise they will not return for a second time,” Dr. April says emphatically. This is why  she employs qualified doctors, nurses and trained aestheticians in the clinics. Investing in quality machines is also indispensable. Moreover, utilizing social media to create awareness is a given. Beyond that, Dr. Rivera says it’s about connection and education. “We create science backed content which aims to empower our clients to make informed choices about their skin.”

Most popular treatments include 360 Acne Scar Treatment (customized combination of scar treatments), Hollywood Laser Facial (reduces breakout and creates natural glow) and Skin Pen (first FDA approved microneedling device in the USA which boosts collagen production. Remedy also offers BodyBrite (non-invasive laser treatment that safely lightens dark areas) and soon will launch its innovative treatments that will address hair loss and hair removal as well as a revolutionary solution targeted at the skin’s biome (BioJuve).

Photo: Remedy Clinic

Caption: Remedy Skin Solutions has two branches, one in Uptown Residence BGC and another in Ayala Malls Vertis North.