Homemaker-turned-entrepreneur Pia Sy shares how the Clean Beauty movement inspired the birth of a new business—one with a holistic approach to personal care.

Pre-pandemic, Pia was already running her own soap business but was not yet part of the clean beauty movement. “In April of 2020, the COVID-19 pandemic was having a profound impact on me. I chanced upon an article about the clean beauty movement which caught my attention,” shared Maria Pia Paz F. Sy, founder, and president of Pura Beauty, Inc.

“This was an eye-opener and made me decide to immediately create a new brand of personal care or skincare products that are healthy for our skin and has a less negative impact on our planet,” she added.

As president, Pia set the company’s vision and mission in motion, in addition to running the company’s day-to-day operations. She then started For Keeps Clean Beauty Skincare with Ana Kamila G. Nigudula—co-founder and chief product architect—who formulates and oversees the production department, as well as the marketing team.

Their mission was simple: to make clean beauty a less exclusive luxury by transforming it from an occasional treat into something people can incorporate into their daily routines. On the other hand, their vision is to lead the clean beauty movement in the country. “Something credible, authentic, accessible, and transparent by creating products that take a holistic approach to personal care,” Pia explained.

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