Rubby Sy-Coyiuto’s budget-friendly beauty tips

I first met Rubby Sy-Coyiuto, CEO and founder of Flawless Face & Body Clinic, when we were both school girls in the ‘70s. Back then, I would sometimes accompany my mom to her get-togethers with her Chinese classmates from ICA (Immaculate Concepcion Academy).

One of her classmates, Tita Lulu Sy, was my favorite. Though she was the smallest member of mom’s barkada, she was the loudest, noisiest and most fun. Tita Lulu has four lovely daughters — Olivia, Olga, Kellyn, and Rubby — whom she would also bring to these get-togethers: Christmas parties or August moon cake festivals. But when I hit my teens, I stopped going to mom’s ICA reunions, which also meant that I hardly saw Tita Lulu and her daughters unless I bumped into them at a mall.

Rubby with her only son, Mikael Coyuito, her successor and Vice-President for Finance of Flawless and is also a credit portfolio manager in Citibank.

It was thus a pleasant surprise when I reconnected with Rubby last May, when she hosted a birthday lunch for Manay Lolit Solis. Since I last saw Rubby more than 30 years ago, she had married, become a mom, and then a grandmother. Several years ago, she was widowed when her husband Mike Coyuito, passed away at age 52. I also learned over lunch that Rubby was the beauty and brains behind Flawless, which is the preferred affordable skincare and aesthetic beauty clinic of many Filipinos.

With her two grandchildren whom she fondly calls her M&M’s.

Following that reunion last May, Rubby invited us for a Christmas lunch recently where she shared that Flawless had just celebrated its 22nd anniversary on Dec. 8. This was a truly  impressive achievement, because Flawless continues to thrive and expand despite the proliferation of beauty clinics in the country. It currently has 27 clinics in the Philippines and employs over 300 workers and more than 50 doctors and dermatologists.

I also chatted with Rubby about her being a sixty-something full-blooded fashionista who loves dressing up and accessorizing from top to bottom, from headgear down to bag and shoes! Her favorite color is fuchsia, and she loves bright, happy colors. Here are choice excerpts from our conversation, where Rubby spoke animatedly about Flawless, the fashion sense of Filipinos, and other fascinating topics.

How did you get into the beauty and skin care business?

“As someone who is passionate about fashion, I’ve always prioritized self-care. Successfully blending business and personal appearance is important to me.”

What inspired Flawless?

“I used to spend my weekends at Tagaytay Highlands, and during one of my trips, I had the idea of opening a spa there. However, I soon realized there was a need for affordable medical and professional skincare services that private dermatology clinics could not provide. As a result, I opened the first Flawless clinic in SM Megamall.”

Flawless just celebrated its 22nd anniversary.What were the past 22 years like?

How did you cope during the pandemic?

“It is truly remarkable and heartwarming to see our progress in the beauty and skincare industry during my 22 years with Flawless. Despite the challenges posed by the pandemic, we remained resilient and adapted to our new surroundings. We created an online hotline that provided free access to medical doctors and boosted our e-commerce shop while our clinics were closed.”

What beauty services or procedures are most popular among your clients?

“We always have a high demand for facials, one of our bestselling services. Our range of facials caters to various skin concerns, from our famous Clarifying Facial to our more advanced treatments. Our Diode Laser Hair Removal service, specifically for underarms, is also popular.”

Is it expensive to be beautiful and to stay beautiful?

“We believe that beauty starts from within. In the early 2000s, talking about personal care routines was considered inappropriate. However, we noticed a growing demand for affordable skincare products that catered to everyone. At Flawless, we have always been committed to providing high-quality skincare products that don’t break the bank.”

What are your beauty tips for women (and men) on a budget?

“Despite the availability of advanced technology, taking care of your skin is still crucial to keeping it healthy. This includes using sunscreen, following a proper skincare routine, getting regular facials, and consulting your dermatologist regularly. And, most importantly, stay hydrated by drinking plenty of water.

You can quickly become an ‘icon’ by making wise choices for your skincare and overall health, and that’s precisely what Flawless aims to help you achieve. We assist you in becoming the best version of yourself without exceeding your budget.”

You are known for your love for high fashion. Describe your fashion style.

“I have a strong affinity for one-of-a-kind pieces that display an incredible attention to detail. I enjoy exploring and experimenting with a wide range of textures and patterns, and I take great pleasure in accessorizing to create a unique and personalized look. While I appreciate a beautiful bag, I must admit that I am much more passionate about shoes and the way they can elevate an outfit to new heights.”

Are you a workaholic? Describe a typical day.

“I begin my day with exercise. Before the pandemic, I used to go to the gym first thing in the morning. Then, I would be on the phone or using my iPad to communicate with my team. Additionally, my grandchildren stay with me during the week, so I spend quality time with them throughout the day.”

How do you destress?

“I find solace in dancing. I used to compete as a professional dancer. Dancing has become an integral part of my identity. I am naturally inclined towards creativity, so I still enjoy creating art.”

With so many other skin clinics as competitors, how do you maintain your market share?

“We have been in the beauty industry for 22 years, and our expertise in skincare, combined with affordable prices, make us the smart choice for quality beauty products and services. We prioritize the welfare of our staff and customers.”

How has the Filipina’s concept of beauty evolved in the last 20 years or so?

“Beauty no longer solely relies on physical appearances but also includes self-acceptance and confidence. Consumers prioritize understanding the benefits of products and services before making a decision.”

What are your plans for Flawless’ future? Who will be your successor?

“My son Mikael is my successor. He oversees my company’s finances and is currently Citibank’s vice president and credit portfolio manager.”