When a business is created through a queer lens, inclusivity is inherent in how it’s run. For the founders and leaders behind Laguna-born Barbierro Barbershop, Makati-founded Deuces Coffee, Cavite-based Klued Skincare, and Baguio-rooted Rebel Bakehouse—belonging, diversity, and safety aren’t just empty buzzwords, but values they live by and run their businesses with.
“There’s power in helping people with their insecurities,” shares Maximo Cañega, Jr., CEO of Klued Skincare. Paul Sumayao, co-founder of Barbierro Barbershop, adds, “Being a queer-owned business is not just economic. It’s political and personal, how we hold out spaces for [queer] kids.”
“At Rebel, walang nagtatanong kung bakla ka ba, or tibo ka yata eh,” says Donna Aldana, co-founder of Rebel Bakehouse. (“No one asks if you’re gay or if you’re a lesbian.”) “That’s what safe spaces are. You wait for people to open up.”
And while we celebrate Pride in June, Deuces Coffee founding partner Richelle Labrusca is quick to remind us that “it shouldn’t just be celebrated, because it’s June. [Pride] should always be there.”
A queer-owned business is an enterprise founded or led by LGBTQ+ individuals, centering inherent inclusivity, safety, and community representation across its daily operations, culture, and business values.
The article highlights four prominent Philippine brands: Laguna-born Barbierro Barbershop, Makati-founded Deuces Coffee, Cavite-based Klued Skincare, and Baguio-rooted Rebel Bakehouse, emphasizing their dedication to community and inclusivity.
Safe spaces foster belonging and emotional security, allowing employees and customers to express their identity authentically without fear of judgment, discrimination, or invasive questioning regarding personal identity.
Queer entrepreneurs view Pride as a continuous, year-round commitment to equality rather than a seasonal occurrence, advocating for permanent visibility, political advocacy, and acceptance beyond June celebrations.
Inclusive leadership transforms business operations by prioritizing empathy, actively protecting vulnerable workforce members, establishing psychological safety, and embedding social responsibility directly into core company strategy.
Larissa Joson
Contributor
Larissa Joson is a journalist, editor, and entrepreneur specializing in beauty, wellness, lifestyle, and consumer culture. Her career spans editorial publishing, brand strategy, and storytelling, giving her a unique perspective on the intersection of beauty, business, and culture. At Allure Philippines, she writes about beauty, wellness, and the trends, people, and ideas shaping beauty today.
