In the booming aesthetics industry, Jamila Aesthetics and Royal Aesthetics prove that achieving their mission to provide accessible beauty for all doesn’t always require competition.

Luxury belongs to everyone now. It wasn’t so long ago when luxe-oriented beauty clinics dominated the aesthetics industry. With prominent celebrity endorsements, they promised to make Filipinos more beautiful, but the truth was not everyone could afford these luxury treatments. Today that has all changed. Fueled by demand from a growing middle class, the contradiction that is “affordable luxury” has become an attainable reality. For the aesthetics industry, that means a new breed of aesthetics practitioners has arrived on the scene. Arlene Cris Damot of Royal Aesthetics and Jamila Paz of Jamila Aesthetics are part of this new guard of practitioners whose mission it is to provide beauty for all.

Joined by a common purpose and buoyed by a bullish market, Arlene and Jamila have chosen an unlikely path for two companies that should be bitter competitors: collaboration. Mirroring their own visions of inclusivity, support and service, each has embraced the other in a spirit of friendship. 

And yet questions remain: how do Arlene and Jamila navigate such a tricky relationship? And is this collaboration a viable model for business growth in the Philippines? The Business Manual spoke to both entrepreneurs to get a clearer picture.

The Aesthetics Industry Boom

The medical aesthetics industry is experiencing tremendous growth. Worldwide, it is projected to grow at an annual rate of 14% through 2026, according to research company McKinsey. In the Philippines, skincare treatment, which is a partial yet significant portion of the total aesthetics industry, is expected to grow to USD 116.7 million in 2024 and expand with a CAGR (compound annual growth rate) just shy of 10%.

Analysts have cited many reasons for this growth. First, a growing middle class with a greater disposable income is hungry for the beauty services provided by aesthetics clinics. At the same time, an aging demographic is increasingly interested in anti-aging products and treatments. Innovation also plays a part with a growing number of clinics providing energy-based devices and non-invasive treatments over surgical procedures.

In the Philippines, pioneering aesthetics practitioners have successfully established the industry. Clinics like Belo have made aesthetic treatments desirable and luxurious while companies like DMark Beauty have ably supported aesthetics clinics by bringing both cosmetic products and aesthetic devices into the local market.

Finally, a cultural trend is also emerging, one which Jamila Paz is quick to cite. She explains, “Today, platforms like Instagram and TikTok play a crucial role in shaping beauty standards and trends. Filipinos are very much focused on their physical attributes, and social media amplifies this desire for self-improvement.”

“Everyone wants to feel good about themselves,” she continues, “and are actively seeking ways to enhance their confidence. This is why the beauty industry is booming; people are motivated to look and feel their best… The intersection of social media and personal self-esteem fuels the industry’s growth, creating a vibrant market for aesthetic treatments.”

All of these factors have resulted in a perfect storm for the aesthetics industry–a storm of the most positive kind–one in which Arlene Cris Damot and Jamila Paz began their entrepreneurial journeys.

Beauty for All

For both Arlene and Jamila, their clinics began with similar origin stories. Both entrepreneurs have a medical background. More importantly, both began their clinics with a clear mission to provide beauty services for all, regardless of age, gender, or background.

Arlene Cris Damot was a nurse and then a doctor in general surgery before she founded Royal Aesthetics. Working in Malaysia with top doctors, she was inspired by their unique approach to beauty. 

“One thing that struck me,” Arlene recounts, “was their emphasis on combining technology with patient-centered care. That’s something I wanted to bring to Royal Aesthetics.”

Beyond that, she was inspired by the potential to serve a larger market, not just the luxe-clinic niche.

“Another key learning was how aesthetics isn’t just for the elite,” Arlene says. “There’s a huge demand for accessible beauty treatments. That’s where I saw an opportunity making world class treatments available and affordable for everyone, which became the foundation of Royal Aesthetics.”

Jamila Paz also has a medical background, which has enabled her to focus on the innovation that is always happening in the aesthetics industry. “With a medical background and a continuous focus on aesthetics,” Jamila says, I’ve always been dedicated to staying at the forefront of innovation in this field.” At the same time, as an entrepreneur, she is “deeply involved in every aspect of the business—whether it’s operations, marketing, or sales.”

What drives Jamila, however, is not the pursuit of innovation, but her vision. Speaking about this driving force in her entrepreneurship, she says, “My entrepreneurial journey began with a clear vision: to promote beauty and wellness while ensuring it remains affordable for everyone. From the start, I aimed to provide consumers with the best beauty experience at a reasonable price.” 

Through the years, the visions of both Jamila and Arlene have led their companies to success. After being founded in 2019, just before the pandemic lockdown, Jamila Paz’s business has expanded to three clinics in Marcos Highway, Mandaluyong and Urdaneta, while also spinning off to a pair of general wellness centers, MANIFEST Wellness Lounge and URUS Wellness Hub. Arlene’s Royal Aesthetics, meanwhile, has seven clinics in locations such as Quezon City, Bulacan, and even Kuala Lumpur.

Collaboration over Competition

Given their similar background and similar aspirations, it’s no wonder that Arlene and Jamila would be drawn to each other. This intersection began in 2012 before either clinic had begun operations.

Speaking of their first encounter, Jamila says, “Arlene and I first crossed paths in 2012 when she came to my condo for a makeup session arranged by our mutual friend. We instantly clicked, and our friendship truly flourished… Despite both being in the same industry now, we’ve maintained our close friendship through the years, supporting each other both personally and professionally.”

While technically competitors, Arlene and Jamila’s relationship has evolved into a supportive friendship.

“We’re both open to sharing ideas and strategies,” Jamila explains, “knowing that there’s plenty of room for both of us to succeed. We help each other out when needed, and if a situation truly calls for it, we don’t hesitate to offer support and advice.”

While they are generally supportive of each other, boundaries do exist. Jamila continues, saying, “There are still some things we keep to ourselves, especially when it comes to unique approaches we each have in our businesses. For example, we differ in marketing; she has her own style, and I have mine. But overall, we’ve found a good balance, and our friendship always comes first.”

Through the years, the two have found several opportunities for collaboration, such as when Arlene’s Royal Aesthetics worked with Jamila’s apparel business, Jamila Manila, to make the uniforms for their staff. They also collaborate when it comes to sourcing materials and equipment. 

Arlene and Jamila also attend training and conventions together, as part of their continuous commitment to learning and innovation. “Having one of your best friends alongside you,” Jamila says, “makes the journey easier and more enjoyable. While we may not collaborate on 

everything, these experiences have strengthened both our friendship and our businesses.” 

Profit and Purpose

Even though Royal Aesthetics and Jamila Aesthetics are unified by a single purpose, each clinic has their own methods to achieve this.

Royal Aesthetics is particularly strong in the skincare segment. Their consumer skincare product line has found success thanks to strong online efforts such as live selling.

“Expanding into skincare was both exciting and challenging,” Arlene says. “As a nurse, I knew the importance of skin health, but creating products is an entirely different world. One of the biggest challenges was finding the right balance between medical grade effectiveness and everyday usability.” 

Arlene’s guiding principle for Royal Aesthetics’ skincare line was the same as the clinic’s: accessible quality for all. 

“I wanted our products to be accessible,” she continues, “but they also had to deliver real, lasting results. We faced hurdles in research and development, but we pushed through by working with experts and testing everything rigorously.”

Jamila Aesthetics, meanwhile, has taken a different route to delivering on their purpose. The clinic has become known for providing Ultherapy, a non-surgical procedure that utilizes micro-focused ultrasound (MFU) energy to stimulate collagen production and tighten skin. 

Jamila says, “For us, Ultherapy represents our commitment to providing the best of both worlds: advanced technology that delivers real results and aligns with our philosophy of affordable luxury.”

More than just a new innovation in the aesthetics industry, Ultherapy reinforces the trust and safety that Jamila builds with her clients. She explains, “Because it’s a procedure that requires expertise to administer, we ensure that only board-certified doctors perform it. This level of care builds trust with our clients, who know that they’re in skilled hands.”

‘A Rising Tide Lifts All Boats’

There is a saying, often attributed to John F. Kennedy, that “A rising tide lifts all boats.” The quote is often used to say that economic development benefits all businesses. For Royal Aesthetics and Jamila Aesthetics, the strong growth of the aesthetics industry has clearly been a boon for both companies. By focusing on purpose instead of competition, both Arlene’s and Jamila’s businesses have been the recipient of mutual collaborative support. 

Ultimately, it is Filipinos who benefit from more affordable, safe and high quality services. But the work of these two entrepreneurs is perhaps a sign that zero-sum, Filipino crab mentality is at an end. Jamila Paz’s and Arlene Cris Damot’s collaboration is an example of a new model of how Filipino entrepreneurship can succeed.

To other entrepreneurs, their message is clear. 

Jamila says, “Do good in all that you do. Focus on your growth, look inward, and constantly strive to improve yourself and your business. Success doesn’t come from bringing others down—avoid hurting your competitors, and embrace fair, healthy competition. Take the time to understand your market, prioritize your clients’ needs, and be open to learning and adapting along the way.”

Arlene echoes the sentiments in her own words, in her own way. She says, “My advice is to stay grounded in your purpose. Know why you’re doing what you’re doing because that will be your anchor through all the highs and lows. Also, surround yourself with the right people like mentors, advisors, and a team that believes in your mission as much as you do. Lastly, never stop learning. Every challenge is an opportunity to grow, and that’s where the real magic happens.”