For many brands, celebrity endorsements begin and end with a contract. But for Beautéderm founder and CEO Rhea Anicoche-Tan, the strongest partnerships are built on friendship before campaigns behind and even after they end.
That philosophy has earned her something money cannot easily buy — loyalty.
For more than a decade, celebrity couple Sunshine Garcia and Bulacan Vice Governor Alex Castro have remained faithful ambassadors of Beautéderm, even as more lucrative offers from competing beauty brands came their way. Their decision to stay, they say, has never been about the size of the endorsement fee. It has always been about the person behind the brand.
During Beautéderm’s launch of its newest premium perfume collection, Anicoche-Tan paid tribute to two of the company’s longest-serving ambassadors by dedicating signature fragrances to them.
“Today we express our gratitude to Sunshine Garcia and our vice governor Alex Castro. One of our original endorsers, our OGs since 2013. They have grown to be significant figures in Beautéderm’s success. So, we have developed fragrances for them,” she said.
The collection includes Sunshine, a refined fragrance that exudes confidence and unfolds beautifully on the skin; Alex, a fresh, optimistic scent that creates an uplifting aura without being overpowering; Bespoke, an artistic fragrance crafted for perfume lovers and everyday individuals seeking confidence through scent using fragrance oils from Europe; Rein, a vibrant blend of citrus and clean neroli; Rei, a sweet and memorable fragrance with comforting depth; and Audrey, a radiant scent celebrating the power of self-expression.
But beyond introducing new fragrances, the event celebrated something far more enduring: relationships.
“That illustrates how business is always personal. It is personal because [Beautéderm] believes in a culture in which everyone is treated as if they were members of a real family with no one left out. This sense represents that brand growth isn’t always about money. It’s about how we make others feel, see, and smell,” Anicoche-Tan shared.
For Castro, that culture begins with the woman at the very top.
“Siguro ang nagsisimula doon sa pinakataas eh. Kapagka may pinaramdam sa’yo katulad si Ate Rei, sa kanya nag-start, hindi sa amin,” he said.
He explained that Anicoche-Tan never limits their relationship to business meetings or endorsement contracts.
“Sa kanya nag-start kasi pagka yung mismong owner yung nagre-reach out sa’yo. ’Yung hindi ka nakakalimutan, everytime na may okasyon nandiyan siya, pagkailangan ng family celebration nandiyan din siya.”
According to Castro, that genuine concern naturally transformed a professional partnership into something much deeper.
“So nagiging personal pero kapagka yung owner may gap na hanggang dito lang kayo, na ang relasyon natin eh business lang, at hanggang dito lang, hindi lalampas doon eh. Pero hinayaan niya yung puso namin na makapasok sa heart niya para maging ’yung trabaho naging pamilya. So ganun po siguro kaya hindi lang sa akin, sa lahat ganun siguro po, ’yung nangyayari.”
Garcia couldn’t agree more.
“Copy paste po. I agree. I agree. I cannot disagree,” she joked.
The actress said she has worked with many business owners over the years and has seen firsthand how differently celebrities are sometimes treated.
“Totoo naman po ’yun kasi marami po akong kilalang kliyente. Marami pong business owner na kakilala. May iba diyan na ite-treat ka lang nila na as artist ka lang namin… May mas worse pa, ’yung may utusan na moment.”
She said Beautéderm stands apart because its ambassadors are genuinely cared for beyond their celebrity status.
“Pero sa kanya kasi ’pag naging ambassador ka niya or pumasok ka sa Beautéderm, iba ’yung treatment niya, iba yung pag-aalaga niya. Doon ko kasi nakita ’yung difference niya sa iba. Kung paano siya, paano niya alagaan, paano niya mahalin ’yung mga ambassador niya.”
That sincerity, Garcia said, naturally inspires the same loyalty in return.
“So parang ikaw mamahalin mo talaga siya. Alam mo ’yung ganon mamahalin mo siya, rerespetuhin mo siya, at kahit na anong mangyari, siya pa rin ang pipiliin mo. Kahit minsan nabigyan ka na ng ganito, sa kanya ka pa rin babalik.”
For Garcia, one quality makes Anicoche-Tan different from many others in the industry.
“Kasi ‘yung love niya sa’yo totoo at hindi ka niya gagamitin ng dahil sikat ka or aabangan ko ’to kasi sisikat ’to. Hindi siya ganun eh. Walang gamitan moment. Hindi kagaya sa iba.”
“So, sa nakita kong mga ganyan ’yun ung pinagkaiba niya talaga. So ayan kaya lahat ng nandidito ngayon lahat ng ambassador niya pamilya niya talaga. Tinuturing niyang anak, tinuturing niyang friend, kaibigan, so literal na pamilya.”
Anicoche-Tan admitted that their closeness is something that simply developed over the years.
“Parang natural na gaya po kanina, kaya po kami na-late kasi nagkulitan na kami sa baba. Akala mo walang work. Sabi ko, ‘Mga anak, mag-work muna tayo.’”
Laughing, she recalled teasing the couple during the event.
“Tapos sabi namin kay VG kanina, ‘Gov, mauna ka na umuwi ha. Maiwan si Sunshine.’ Kasi nga magkukulitan na naman kami hanggang gabi.”
Even during out-of-town activities, she said many ambassadors willingly join simply because they enjoy each other’s company.
“So parang minsan kahit na nag-out of-town po kami, yung iba literal na wala akong pambayad sa kanila. Sa dami nila. Sa dami kasi nila ang laki ng nagagastos ko sa dami nila kahit honorarium lang dahil gusto nilang magkakasama. Lahat tuloy sila sumasama eh. ’Yung concert sa mall hanggang gabi pa kami tapos kasi pagalingan pa sila. Hanggang tatlong kanta pa nga yung gusto ng mga ’to eh.”
As another expression of appreciation, Anicoche-Tan revealed that Sunshine and Alex now have their first-ever billboard along NLEX.
“Today also marks the debut of Alex and Sunshine’s first ever billboard in NLEX. ’Pag uwi niyo ay makikita niyo na ’yan ang regalo ko sa kanila for being my loyal babies.”
Reflecting on Castro’s journey, she added, “Sa totoo lang, konsehal pa lang siya baby ko na siya. Imagine mo vice governor na siya. Hindi pa rin niya ako iniiwan. Siya ang nagpapatunay na hindi ang kasikatan at pera ang makakasira sa pagkakaibigan.”
For Anicoche-Tan, the perfume collection is ultimately a celebration of relationships that have stood the test of time.
“We value relationships and genuine connections and we will maintain that culture. We believe that Sunshine and Alex deserve their own perfumes under our brand. And aside from the fact that they smell good, they remind us that the true scent of success is a friendship built on love and sincerity.”
Beautéderm’s latest launch serves as a reminder that while products may build a business, it is genuine care, trust, and treating people like family that build true loyalty.
