Kojie.san launches new campaign shattering beauty standards


Every woman can dream of long and wavy hair, for thick and luscious lashes, to be sexier, to have a fairer complexion. But in these days of social media and the consequent social pressure, it can feel like saying it or acting on it can end in being judged. But here’s the thing- every woman has the right to feel beautiful and to define that beauty for herself. If that means going the extra mile, then so be it.

Kojie.san’s new campaign “Command Beauty” encourages women to stop allowing others to set the standards of beauty for them, and to look the way the want, to feel the way they want, to have confidence in themselves regardless of social pressure. The formal announcement was held at the Grandballroom of Marriot Hotel

As the country’s top-selling and award-winning beauty soap Kojie.san aims to empower women to be braver and bolder. It doesn’t just believe in lightening one’s skin for beauty’s sake, but doing it because a woman wants to; because maybe it makes her happier, and definitely it boosts her confidence.

“Beauty isn’t just stripping down to the natural, it’s also going a little extra. It isn’t just being subtle, it’s also going all out and loud. Loving all kinds of beauty means loving all kinds of beauty no matter how bold it gets,” said Jann Kelcey Chua, Kojie.san Senior Brand Manager.

Kojie.san is encouraging women to break free of the mold—own their bodies, their faces, and their skin. That means whatever they choose to do with their beauty is their decision and no one else’s.

“Kojie.san has always been a game-changer in the beauty business. We urge women to take control of their beauty decisions with “Command Beauty”. Let no one shame them for these decisions. We want them to tell their stories to inspire others to be loud and proud,” Chua added.

On a corporate level, Beauty Elements Ventures Inc. (BEVi), the company that owns Kojie.san, will also be getting louder as it expands its operations outside beauty category. Now with the capacity to produce top-tier products for global players, the company isn’t just leading the skincare category, they’re taking command of an industry. As a 100% Filipino company, BEVI hopes that soon they can help lead the charge to take command on the global stage.