With roots deeply ingrained on local organic farming, Philippine pioneer for sustainable beauty PILI ANI is a step closer towards its founders’ vision of taking on the global stage. The company’s Co-Founder and visionary Mary Jane Ong tells us how an indie beauty brand rediscovers its authentic self and learns to thrive amidst the times.
The pandemic was an unlikely time to plan for expansion. While most businesses across industries were finding ways to scale down and stay afloat, the team at PILI ANI took on a courageous approach to surviving the crisis. PILI ANI co-founder and visionary Mary Jane Ong recalls, “2020 was a year for re-thinking, re-branding, recruiting and building a team that shared the same goals, work ethics and beliefs.”
RETURING TO THEIR ROOTS
The team went back to its roots, affirming the vision that started it all. “PILI ANI was built so we could help our farmers and communities in the Bicol region. These are the people who are responsible for the planting, harvesting and creation of two very special oils sustainably sourced from the Pili tree: Pili and Elemi Oils.” They also looked inwards with the aim of defining identity and determining the message they hope to convey.
Mary Jane confides that as they sought counsel from communications experts abroad, they were often asked: “Do you really want to position yourself as a proudly Philippine-made product?” It didn’t take long for Mary Jane and her team to respond with a resounding “Yes.” Since inception, the company has always believed in celebrating the artisanal work of local farmers. Now more than ever, their resolve is firm. “We want to highlight a Philippine-made artisanal holistic brand that combines both traditional and sustainable techniques of our farmers. We also wanted to be consistent with our founder’s dream of making a mark on the global beauty market for our unique Philippine-made ingredients.”
ARTISANS ARE THE STARS
As testament to the game-changing mindset of the company, PILI ANI is committed to shedding light on the remarkable work and dedication of the farmers. In fact, they insist on calling them artisans. “Inclusive is such a big work. For us at the company, its not just about race, ethnicity, gender. It’s also about making sure that we take care of our farmers—the heart and soul that drives our work.”
In an era where the words ethical and sustainable are so loosely thrown, the team at PILI ANI is keen about walking the talk. Not only is the company dedicated to promoting the work of the farmers and communities they work with, they are also conscious that they are included in all their plans and growth. Mary Jane asserts, “We want to make sure that they are not short changed. We want to uplift them, which is why we consider our farmers artisans. Our aim is not to just provide us with needs but wants as well. That’s what we mean by inclusive.”
FINDING THE PERFECT MATCH
As with any success story, finding right partners and collaborators was of the essence. Internally, the organization has already been streamlined for optimum efficiency and seamless synergy. With more and more brands migrating to digital platforms, Mary Jane thought seek other venues where she could connect with her market. She explains, “For years, we’ve been sprucing up our digital platforms and social media channels. This has helped a lot especially during the lockdowns when shops were indefinitely closed. I did notice that when you sell online, the interaction with customers is not as seamless. There is a gap between the time a client sends their inquiries and when we can answer. We want to be able to connect with our customers—really talk to them.”
An online announcement from HSN’s The Big Find caught Mary Jane’s attention and sparked a new idea. “The Big Find is the best thing to happen to us this whole pandemic. It is likened to Shark Tank but instead of pitching to investors or mentors, you are talking directly to consumers of Home Shopping Network and QVC. I didn’t think twice about submitting. If they think you are a good fit, you get a golden ticket and move on to the next level.”
LIGHTS, CAMERA, SHOP
PILI ANI’S debut at the Home Shopping Network USA (HSN) is slated to happen this February. Apart from it being opportunity to generate more sales, it also marks a new milestone toward creating global presence. Mary Jane explains, “HSN is the biggest home TV shopping network in the US alongside its parent company, QVC. It is an industry leader with a strong following. It is a great venue for an indie brand like ours to launch.”
The idea was to find a venue where the brand could seamlessly relay their message and connect with consumers in a more dynamic and spontaneous manner. Through live telecasts on HSN where customers can call for questions, the PILI ANI team hopes to get up close and personal with their consumer. “Hardly anyone knows about the benefits of Pili and Elemi oils when incorporated into a daily routine. I also feel that through HSN we will be able to effectively share with viewers the wonders of two amazing oils—Pili and Elemi—sourced from one tree. There is no other source quite like it.”
READY TO GO GLOBAL
For years now, Elemi oils extracted from the Pili tree have been used by luxury beauty giants for their lifting creams. When PILI ANI launched, this unique ingredient became more readily available and accessible to a larger consumer base. “We are accessible but we offer products that are made with a luxury mindset,” says Mary Jane and adds, “Many ingredients all over the world represent their respective countries. You have Argan from Morocco, Marula from Africa. Why not have Pili and Elemi oils from the Philippines?”
In 2018, the global market began to take notice of PILI ANI’s potent, all-natural skincare formulations. They were featured on Good Morning America, Pop Sugar and the HuffPost. PILI ANI was also spotted during New York Fashion Week, establishing its place as cult beauty favorite among those in the know.
This year’s launch on HSN, which will take this dream one step closer to reality, was a long time coming. Mary Jane explains, “We launched three years ago in Las Vegas at the Cosmoprof Show and got a lot of positive feedback. We met with buyers from HSN, Nordstrom, Credo, Saks Fifth. After our first meeting with HSN we took the time to re-think and re-strategize.” In light of silver linings, it was the year 2020 that brought forth the opportunity to better prepare for a launch on HSN.
The team admits that anticipation and excitement is high. Success on HSN will mean more opportunities for the farmers and artisans working behind the PILI ANI products. It will also mean representation for the Philippines on the global stage. Mary Jane ends, “This brand and milestone is not just for the company and the farmers. It is also something that we hope the country can be proud of.” PILI ANI will launch on HSN on February 25 at 1pm Manila time, and February 26, 5am Manila time.