Cover Jasmine Ang Chua, founder and CEO of Issy Cosmetics (Photo: Yel Dela Paz)
Jasmine Ang Chua, founder and CEO of Issy Cosmetics (Photo: Yel Dela Paz)
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From personal frustration to building Issy Cosmetics, Jasmine Ang Chua shares how she challenged global beauty standards, proved the power of local brands and grew through creativity, storytelling and community
In a beauty landscape long dominated by international names, Jasmine Ang Chua set out to prove that a homegrown brand could command the same excitement, quality and creative edge. As founder and CEO of Issy Cosmetics, she transformed a personal frustration into one of the Philippines’ most compelling modern beauty brands.
Growing up, Chua observed that many of the most aspirational beauty labels came from abroad. Issy Cosmetics began as her answer to that imbalance: a brand from the Philippines that could stand confidently beside global counterparts in both design and performance. Yet the early years were defined by the challenge of being underestimated. Convincing customers that a local label belonged in the same conversation as international brands meant paying careful attention to every detail, from product formulation to visual identity.
See also: From teen side hustles to silicone bras: how Cleo Loque built an inclusive brand without a playbook
Q&A
What inspired you to start your business? Was there a specific gap or opportunity in the market that others overlooked?
Issy really started from a personal frustration. Growing up, most of the beauty brands that felt exciting or aspirational always came from abroad. I wanted to build something from the Philippines that could stand beside global brands in terms of quality, creativity and design. Something people here could genuinely feel proud of.
In the early days, what were the biggest challenges you faced in building the brand?
The biggest challenge was proving that we belonged in the same conversation as international brands. As a local brand, you often start with people underestimating you. We had to work harder on every detail to earn people’s trust.
What sets your business apart from competitors?
For me, Issy has always been about creativity and connection. We don’t just launch products—we build stories, campaigns and experiences around them. But at the end of the day, the products still have to work effortlessly in people’s everyday lives.
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Can you share a pivotal turning point, such as a major risk, setback or breakthrough that significantly changed your company’s direction or growth trajectory?
One big shift for me was realising that Issy had to become more than just a makeup brand. When we started investing more into storytelling, bigger campaigns and experiences, the brand started to take on a life of its own.
How do you navigate the changing economic, political and social climate?
Building a brand in the Philippines teaches you to be adaptable. Things are always shifting. What helps is staying grounded in the community and focusing on what we can control, making great products and continuing to push the brand forward creatively.
As you look toward 2026, what is your long-term vision for the business?
I want Issy to keep growing into a brand that people connect with beyond just makeup. Beauty will always be the core, but I’m excited about expanding into experiences and spaces where people can interact with the brand in new ways.
Are there any professional or personal milestones over the past 24 months that you’d like to highlight?
The past two years have been a big period of growth. We entered fragrance, pushed ourselves creatively with bigger campaigns and strengthened the community around the brand. Personally, it’s also pushed me to grow a lot as a founder and leader.
Continuing Tatler’s 25th anniversary celebration, we honour 25 entrepreneurs whose ingenuity, resilience and purpose are reshaping the Philippine business landscape. Many started from humble beginnings, yet their determination and innovation have earned them well-deserved acclaim. Driven to make life better for the Filipino people, they are setting new standards for success.
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Credits
Photography: Yel Dela Paz
Topics
About
Jessica grew up writing letters for everyone, on every occasion. Little did she know that her hobby would eventually turn into a true passion. She believes that content should be relatable yet factual, engaging yet straightforward.
Work
A journalism graduate, Jessica never stops learning and honing her craft. She began her career as a Global Content Editor for a travel company, inspiring readers and travellers to explore the world. Currently, she writes on topics ranging from entertainment, health, sports and travel to in-depth stories about influential and impactful personalities.
For any leads, you may reach her through jessica.zapata@tatlerasia.com via email.
