How TikTok Shop helped Anna Magkawas build a beauty and wellness empire

Luxe Group CEO Anna Magkawas and Joyce Pring

Anna Magkawas has come a long way in achieving 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, as well as her ability to juggle the demands of motherhood, content creation, and entrepreneurship.

From multiple jobs to entrepreneurship

Anna’s entrepreneurial journey did not happen overnight. An engineering graduate, Anna tried various careers, from being a call center agent to a medical representative, all while seeking other income streams. Like many Filipinos, she juggled multiple roles while holding down a full-time job.

“I also tried running a nail salon. But eventually, my salary was just 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. While still working, I kept searching for another business to earn additional income, she added.”

Her determination led her to start a luxury bag business, which kickstarted her content creation journey. To build trust with her audience, she created vlogs, unboxing videos, and product comparisons, particularly her popular “real versus fake” videos that boosted her online credibility and presence.

A pandemic 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 focused on introducing practical items like antibacterial wipes—a must-have during the health crisis. This shift proved to be a smart 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 major trend during the pandemic as people sought relaxing, self-care routines they could do at home. In response to this demand, Anna founded Luxe Beauty and wellness group with 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 to build a beauty empire

In just a few years, one of the key 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 was able to engage with her audience more deeply 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 gave me the opportunity 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 strong support system she has cultivated, allowing her to thrive both 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 aspiring 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 she would allow her distributors to conduct livestream sessions at her home office. Reflecting on her journey, Anna’s goals have shifted from just 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’re able to earn extra income because of our products,” Anna said.

Consistency, authenticity, and adaptability: Keys to success

For aspiring entrepreneurs, Anna shares three key principles that helped her achieve her business goals: consistency, authenticity, and adaptability. She stresses the importance of consistency, particularly in posting content, to stay relevant in the ever-evolving digital landscape where algorithms constantly shift. 

Equally crucial is authenticity—Anna believes that being genuine in the digital space is vital, as people can easily sense when someone or a brand is not being true 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 that continues to thrive in the ever-competitive beauty and wellness industry.

Follow Anna Magkawas (@annamagkawasofficial) to stay updated on her latest beauty and wellness products, live-selling sessions, and essential tips for aspiring entrepreneurs.