Anna Magkawas has achieved her business goals—from live-selling luxury bags to running a multi-million beauty and wellness enterprise. What started as a venture during the pandemic has since transformed into one of today’s most sought-after homegrown brands, providing livelihood opportunities to many Filipinos.
In her latest feature on the popular podcast Adulting with Joyce Pring, Anna delves into the pivotal role TikTok Shop played in fueling her company’s growth and her ability to juggle the demands of motherhood, content creation, and entrepreneurship.
Anna’s entrepreneurial journey did not happen overnight. An engineering graduate, she tried various careers, from call center agent to medical representative, all while seeking other income streams. Like many Filipinos, she juggled multiple roles while holding a full-time job.
“I also tried running a nail salon. But eventually, my salary was going to rent and paying employees,” she recalled. “I couldn’t sustain it anymore, so I closed that business. But I didn’t stop there. She added while still working, I kept searching for another business to earn additional income.”
Her determination led her to start a luxury bag business, kickstarting her content creation journey. She created vlogs, unboxing videos, and product comparisons to build trust with her audience, particularly her popular “real versus fake” videos that boosted her online credibility and presence.
A pivot to beauty and wellness
With physical stores shut down during the pandemic, Anna turned to social media, going all-in on live selling. To her surprise, her online luxury bag business thrived. However, many of her followers found the high-end products out of reach and began requesting more affordable options. Recognizing this demand, Anna introduced practical items like antibacterial wipes—a must-have during the health crisis. This shift proved to be an intelligent move, aligning her brand with the immediate needs of her audience.
“The antibacterial wipes were timely. The public received them well. Eventually, we introduced other products like lotion and soaps,” shared Anna.
Skincare also became a significant trend during the pandemic as people sought to relax and do self-care routines they could do at home. In response to this demand, Anna founded Luxe Beauty and Wellness Group, which has a line of products designed for those who want to live a healthier and more active lifestyle. It quickly gained popularity and became a trusted brand among Filipino consumers.
Leveraging TikTok Shop
In just a few years, one of the critical turning points for Luxe Beauty and Wellness Group was her decision to embrace TikTok Shop. With its innovative features, including live shopping and the unique “yellow basket” tool, Anna could engage with her audience more profoundly and convert views into sales instantly.
TikTok Shop gave her business the visibility and reach it needed to stand out in the highly competitive beauty and wellness industry. “TikTok Shop wasn’t just a platform; it became my virtual storefront, and it allowed me to showcase my products to a global audience without the need for expensive marketing campaigns,” she shared. “A large chunk of our sales now comes from TikTok Shop,” she added.
TikTok Shop further boosted sales by offering generous discounts, vouchers, and free shipping, making it even easier for customers to purchase from Luxe Group. This seamless integration of entertainment and shopping became a winning formula for Anna’s growing beauty and wellness business.
Balancing business and motherhood
While building her business empire, Anna never stopped nurturing the very reason for her drive to succeed—her family. The CEO of Luxe Group is also a loving mother to three kids and a supportive wife. Balancing these demanding roles has been possible because of a robust support system she has cultivated, allowing her to thrive personally and professionally.
“I’m very hands-on when it comes to the business. The good thing is I have a husband who always supports me. We divide the work—it’s a tag-team effort,” she said.
Empowering entrepreneurs
Luxe Beauty and Wellness Group offers high-quality products and provides opportunities for aspiring entrepreneurs across the Philippines. Many have started their businesses selling the local brand’s beauty and wellness products, which have since spread to countries like the USA, UAE, and Australia.
Anna also recalled allowing her distributors to conduct livestream sessions at her home office. Reflecting on her journey, Anna’s goals have shifted from creating a successful business to empowering others. “My purpose in life has changed. I now have a certain goal, which is to help more people. The distributors are happy because they can earn extra income because of our products,” Anna said.
Consistency, authenticity, adaptability
Anna shares three critical principles for aspiring entrepreneurs that helped her achieve her business goals: consistency, authenticity, and adaptability. She stresses the importance of consistency in posting content to stay relevant in the ever-evolving digital landscape where algorithms constantly shift.
Equally crucial, Anna believes that being genuine in the digital space is vital, as people can easily sense when someone or a brand is not proper to themselves. Lastly, she urges entrepreneurs to embrace change and adapt without fear, as flexibility is essential in navigating business challenges.
Anna’s success story highlights the incredible potential of TikTok Shop for entrepreneurs looking to scale their brands. With hard work, a clear vision, and a strong connection with her audience, Anna has built an empire thriving in the ever-competitive beauty and wellness industry.