Women breaking boundaries

Women have always been central to Filipino society. From their traditional roles, we are seeing more of them trying their hand at running small businesses. The steady increase in the number of women-owned small businesses in the Philippines – now accounting for more than half of the total MSMEs – demonstrates how wives, mothers, sisters and daughters continue to care for us in more ways than one.

And they are breaking boundaries. I had the pleasure of meeting some truly remarkable Pinay entrepreneurs last Saturday at our Women Summit event, when we gave out the Inspiring Filipina Entrepreneur Awards. More women are leading agriculture businesses, service companies, export enterprises and tech, but they still excel in food manufacturing, service and beauty.

One of them is Kara Samson, a former beauty queen and model who saw how Pinays are obsessed with eyelashes. She introduced a kind of UV glue that would make eyelash extensions last longer. Another winner is Dina Dela Paz-Stalder. This former domestic helper taught herself how to sell medical equipment and founded not just one but three companies specializing in skin care solutions. She didn’t forget her humble beginnings. During the pandemic, employees received 40 percent commissions on product sales, advanced leave benefits and partial 13th-month pay.

Like Dina, Leonora Salvane had humble beginnings. Coming from a tenant farmer family in Bohol, she worked to earn a degree in Chemical Engineering, and reinforced that training with sales skills. With little capital and only her family as manpower support, she founded GT Cosmetics. It now has nearly 50 product lines and its own R&D.

Some of these women used their struggles to propel themselves forward. Maricor Monton Flores was led to founding South Care Cosmetics Manufacturing Inc. because she became a mother at only 17 years old. Her brand, Fast White, became so successful she was able to expand to two more skin care manufacturing firms, a property management business and a food and beverage venture.

Two of our winners decided to pivot from their careers and become entrepreneurs. Abigail Hermoso worked 15 years in the BPO industry, then took a leap of faith to found Josefina’s Homemade Foods, armed with her expertise in using coconut milk – or gata – in cooking delicacies which can sell in jars. She learned to use social media and online shops to expand her reach and continues to innovate using new, exciting ingredients.

This is also the story of Janice Osenio Cadsi and Kris Ivone Santos. Both trained to become nurses, but later on decided to become entrepreneurs. Janice started making Kimchi Gift because she loved Korean delicacies. The growing demand for healthy food turned her small project into a full-scale, award-winning business. Her company, Gift of Grace, now supplies local stores and grocery chains, and produces tofu and rice coffee.

Kris, on the other hand, first tried her hand at selling RTW. Personal challenges finally forced her to go full time and co-found Wings Unlimited. That proved to be a turning point in her life. Her restaurant found an untapped market for flavored chicken wings, appealing to Gen Z, millennials and young professionals looking for affordable meals and bar chow.

A nurturing nature helped two of our inspiring Filipina entrepreneurs create successful products. Like Nenita Tan, who started Bestfriend Goodies as a home-based, part-time venture. From specializing in traditional Filipino treats, the business quickly grew and found its niche: making nutritious bread using squash, carrots and ube. This led to government partnerships, as well as several awards for her and her company.

Melanie Alzona Medrano was a chemist who struggled with health issues. Leaning on her training, Melanie founded Gramworth Enterprises with only her father’s modest GSIS benefits as capital. Her company gave Filipinos PhOligo, a prebiotic powder for gut health and holistic wellness, and Cacaomistry, an instant cacao mix made with whole cacao beans and zero additives.

One of our Inspiring Filipina Entrepreneur winners can’t seem to stop at only one venture. Cholly Mones Magpayo already has several successful kiosk concepts, even earning recognition from the Philippine Franchise Association. Her 12C-4 Bread Station, which she founded alongside her husband, showed that she can still elevate her game. Her new concept became the first Philippine bakery to open a branch in Kota Kinabalu, Malaysia.

But it’s not just in the traditional industries that we’re meeting these amazing Filipina entrepreneurs. Kassandra Beatrice Monzon’s Workbean went beyond the usual HR services and found its specialization by building meaningful connections between employers and employees through employer branding. Her clients include Jollibee, Cebu Pacific and Coca-Cola. Workbean has since expanded internationally, with projects in India, UAE and Singapore.

Excelling also in the business services industry is Rachelle Cereno-Leones, who went from offering free design services to friends to establishing The Rachelle Arts & Print Co. in 2015. In 2019, she expanded into Creativly Studio, a collaborative hub that bridges the gap between creative execution and entrepreneurship, and is dedicated to empowering small businesses.

Another remarkable lady is Karen Jane Saluta-Krukover, whose love for filmmaking led her to leave her BPO job and found Eduksine, which she envisioned as a champion of meaningful storytelling and independent films that inspire. It is now the only platform to reach out to the hearing-impaired, and its Sine Masa program brings films to remote communities that have no access to cinemas.

Another talented lady in the entertainment business is Kat Bautista. Her knowledge of tech and entertainment prepared her for running NYMA, a company she and her husband Christian acquired from a telco giant. Together, they grew it using AI-driven insights and data analytics, and by exploring new, tech-based revenue opportunities. She also helps artists have secure, sustainable careers through personal branding and diversified income streams across multiple platforms.

And then there’s Kim Frances Yao Lato, who broke boundaries by succeeding in the male-dominated business of gadgets. Her Kimstore is a trailblazer in providing Filipinos access to the latest gadgets at affordable prices. From being a college side hustle, Kimstore made Kim the template for girlbosses in the tech retail business. She was among the first to use e-commerce and now leads in omnichannel retail and AI-driven customer service.

For every Vicki Belo, Gaita Fores, Tessie Sy, Robina Gokongwei or Cris Roque out there, there are countless women who, by force of circumstance or lack of opportunities, fall by the wayside and never realize their full potential. I hope that we can clear the path for them. We owe the women who choose to brave the difficult path to entrepreneurship to give them the tools to their success.