Doctor-turned-entrepreneur makes waves in local skin care industry

MANILA, Philippines -A doctor-turned-entrepreneur is making waves in the local skin care industry with the introduction of skin care products that utilize Dead Sea by-products.

Elaine Andaya, president and chief executive officer of Kleio Skin Care Corp., put up the company in August 2012. It is a 100 percent Filipino company incorporated to create a brand concept that utilizes Dead Sea by-products.

 “We are the only Philippine manufactured skin care products that utilize Dead Sea minerals,” Andaya says in an interview with The Star.

Dead Sea minerals are known worldwide but Kleio’s products are manufactured in the country, thus more affordable.

The by-products namely the black mud and salt are imported from Jordan, Andaya says.

Andaya adds that the products are known around the globe for its reputed therapeutic and curative benefits since the ancient times.

 “The benefits of Dead Sea are known worldwide. The mineral content is different,” she says.

As a Filipino, Andaya thought of introducing in the market skin care products that are affordable but are of high quality.

 “The company has thought of developing and manufacturing a wide array of Dead Sea natural beauty products with a shelf price that is in the middle to lower quadrant of high quality brands with the optimum benefits of the Dead Sea salt and mud as the active ingredients,” she said.

 “We are working with the best manufacturers to develop and bring to market high quality and world class products for skin, body and hair cares. Proper skin testing of our skin care products was done in the laboratory and there was no testing of products on animals. Similarly, we insist that all suppliers have not tested the ingredients on animals for cosmetic purposes,” she says in the company profile.

Andaya imports the raw materials from Jordan which are sterilized and processed by her Jordanian business partner.

For distribution, the company uses a multiple channel concept, combining a wholesale distribution network with a retail strategy.

She explains that not many Filipinos are aware of the benefits of the Dead Sea.

The Dead Sea cuts through Israel and Jordan, Southeast from Jerusalem in the Middle East.

 “Cleopatra, the queen of ancient beauty, believed in its therapeutic and curative properties,” Andaya said.

The Dead Sea Salt is obtained from the mineral-rich Dead Sea black mud. Presently, tourists from all over the world visit the place for its medicinal and beautifying effects, the company said in its profile.

Andaya explained that Dead Sea Black Mud and Salt are found in abundance on the shores to about 400 meters below sea level.

The Dead Sea contains 10 percent sodium and many other minerals that are beneficial on health and skin. These include potassium, which energizes the body, magnesium, which is an anti-allergen for sensitive skin, calcium, which increases circulation, strengthens bones and nails; prevents water retention and cleanse pores topically.

Minerals also include zinc, which facilitates cell renewal, stimulates collagen and elastin synthesis, boron which helps relieve symptoms of psoriasis and psoriatic arthritis, as well as lithium which increases effectiveness of balneotherapy for psoriasis.

Other benefits include tightening skin pores and improving the appearance of fine lines and wrinkles, exfoliation of dead skin and buffs away dead skin cells to reveal a youthful and healthy complexion.

The company’s wide array of products includes Kleio Natural Mud Soap, Natural Salt Soap with Honey, Natural Facial Cream, Natural Facial Toner, Natural Facial Night Cream, Natural Exfoliating Soap, Natural Whitening Soap, Natural Body Lotion, Natural Whitening Body Lotion, Natural Hair Shampoo, Natural Hair Conditioner, Natural Facial Whitening Cream, Natural Facial Cleansing Cream, Natural Facial Scrub,

Natural Facial Exfoliating Cream and Natural Waterproof Body Sunblock Lotion with SPF 50+++.

Andaya says that in long run, the plan is to export the products outside the country to also share with the world the benefits of Dead Sea minerals through more affordable products.

Here at home, she is looking for a local distributor to distribute her products.

“We see Kleio Natural Skin Care as a cosmetic market leader that constantly produce products focused specifically on the Filipino consumers,” she says in the company’s website at http://site.kleioskincare.com.