featured-image

Glenda dela Cruz, one of four judges of “The Final Pitch,” has tapped Kim Chiu and Alden Richards for her business. —CONTRIBUTED PHOTOS Success begins with a dream that is diligently pursued,” said entrepreneur Glenda dela Cruz, who has been hiring top show biz celebrities like Kim Chiu and Alden Richards to help promote her products. Dela Cruz, who is CEO of the skin care brand Brilliant Skin Essentials, is one of the four judges in the 10th season of “The Final Pitch: Philippines,” a business reality TV show that will soon air on Cignal TV’s One News.

She started Brilliant Skin Essentials in 2016, when she was only 19. Today, the company has more that 1,000 employees and has since expanded to various industries. “Back then, I didn’t believe in endorsements from celebrities.



I preferred hearing testimonials and seeing the ‘before’ and ‘after’ photos of those who actually use skin care products,” Dela Cruz recalled. “It was only when my business turned three years old that I said, ‘It’s time to hire endorsers.’” Dela Cruz tapped celebrities like Andrea Brillantes, Arci Muñoz, Paulo Avelino, Alden Richards and, most recently, Kim Chiu , to help create buzz for her products.

As a result, she said people got more interested not only in her company, but also in her as a personality. “A lot of them became curious. Who is Miss Glenda? She was only 19 when she started, so what does she know about business? How was she able to get all these e.

Back to Beauty Page