Inclusive Skin Care for the Ones Who Don't Fit the Mold

When Klued Skincare started in 2022, it was just run by two individuals: CEO Maximo Cañega, Jr. and managing director Emilio Chua. Three years later, Cañega and Chua lead a team of over 30 people.

The virality of the brand and its products is most evident in TikTok, where Klued has close to 150,000 followers. What’s made them most relatable is their relatability—in how they’ve made skin care accessible (no product is priced above PHP 400); simple (key products are straightforwardly named after the active ingredients that power it); and inclusive.

“We wanted to build something that represents people with real skin and that shares real stories, especially from those who don’t always fit the typical beauty mold,” says Cañega.

Allure Philippines sits down with the founders about why, sometimes, the most powerful kind of beauty is helping people feel seen.

A: Has your identity, in any way, shaped the way you approach your work or do business?

Cañega: Absolutely. As someone from the queer community, I’ve experienced both visibility and invisibility, and that shaped my purpose. We approach business with empathy, inclusivity, and a strong desire to make people feel seen and cared for. For me, it’s not just about selling skin care, it’s about building a brand that speaks to people who’ve often been overlooked.

Some people build businesses as a way to carve out space for themselves and others. Has that been the case for you?

Cañega: Yes, 100 percent. Klued started as a way for me to heal and grow, but it quickly became a space where others could feel empowered, too.

What specific values or practices guide how you run Klued day-to-day?

Chua: Integrity, empathy, and representation. Every decision we make, from product formulation to how we talk on social media, is grounded in truth and respect for our community. We don’t chase trends, we listen to people’s needs.

Kieran Punay

In how you work, how do you define or experience beauty?

Chua: For me, beauty is about honesty and connection. It’s a customer saying, “This helped me feel good about myself.” It’s creating a product that respects the skin’s needs. Beauty isn’t perfection. It’s the feeling of being understood and valued.

Can you share a moment when someone told you how Klued made them feel seen, safe, or celebrated?

Cañega: I’ll never forget when a customer messaged us and said, “Thank you for making me feel like I belong in skin-care spaces.” They struggled with acne for years, and felt invisible until they found our brand. That moment reminded me why we started and why we need to keep going.

Beauty intersects so much of what we do. What do you find beautiful about your work?

Chua: What I find beautiful is transformation, not just of skin, but of confidence. Seeing someone go from hiding their skin to proudly sharing their story, because they felt supported by our brand… That’s powerful. That’s beautiful.