Beauty content creator Raiza Contawi has marked a milestone in her career with the launch of her new local makeup brand, Enigma.
On Thursday, April 10, 2025, Raiza proudly introduced the brand to the world as Enigma's creative director.
In an exclusive interview with PEP.ph (Philippine Entertainment Portal), Raiza expressed her pride in finally achieving one of her longtime dreams.
She said, "I've been a beauty creator for almost 10 years. And I think as a beauty creator, it was the biggest dream to have a beauty brand, make a brand of your own.
"So, when the opportunity came, I said it was a no-brainer. I said yes."
Raiza admitted to initially feeling pressured upon taking on the role.
But rather than allowing the pressure to overwhelm her, she channeled it into motivation to produce quality products.
"Siyempre there's a lot of pressure," she told PEP.
"But I think my experience and yung mga natutunan ko along those 10 years really... they're really significant and helped din coming up with a brand.
"At least, now I know kung ano ba yung mga nagwo-work, ano ba yung gusto ng community."
Drawing on over a decade of product reviews, Raiza also gained new appreciation for the intricate processes involved in creating makeup—an aspect often overlooked.
"It was really a boost of appreciation to the brands.
"Not only Enigma, I mean really coming up with your own brand, it's not an easy feat. There's a lot of work behind the scenes.
"Before, I was reviewing and now I get to really appreciate it and now you understand, there's really no such thing as a perfect product.
"But you really try your best to really give them the best experience and also the best formulation that you can come up with.
"And also, nandiyan din yung engagement, the number one I think yun din natutunan ko, content creation, it's really taking care of your community."
RAIZA CONTAWI ON CREATING ENIGMA BEAUTY
Raiza assumed the role of the brand's creative director in January 2024, and worked with the team for a little over a year to prepare for the grand launch.
When PEP asked Raiza about the inspiration behind the brand's name, she disclosed that "Enigma" was already in place when she joined the team.
For her, the name perfectly embodies what makeup should represent—a sense of mystery and discovery.
Raiza explained, "You know, there's mystery [in makeup]. It's mysterious, you know, it's puzzling, and... in such a way kasi makeup is somewhat like, you know, a puzzle.
"Sometimes you figure things out along the way, and you learn, and it's fun and it's exciting. And sometimes when you don't get the puzzles correctly, it's okay, you make mistakes.
"And that's what makeup is all about, na you don't have to really take it seriously. You just really have to enjoy."
Through this new brand, Raiza also aims to provide not only reliable makeup but also an empowering experience for all makeup enthusiasts.
"Personally, whenever I wear makeup, may different personalities like may alter ego na lumalabas and it's very enigmatic.
"And I thought it's really a brand of empowerment, you know, really giving the community, the beauty lovers out there reliable products. And not only products actually, [but] an experience for them as well."
STARTING WITH THE BASE
The launch showcased an initial release of 12 thoughtfully selected shades of liquid foundation, each meticulously crafted to suit Filipina skin tones.
In the beauty industry, introducing a foundation line is a bold move, especially with the high demand for inclusivity across diverse skin tones—a challenge that's not easily met.
But Raiza and her team was up for the challenge.
"It's actually very ballsy. Sabi nga na may isang nag-comment na ballsy of us to come up with foundation... kasi it's usually anything colorful.
"It is difficult to formulate, to create. But we started with a base because I personally believe when you have a good base, when you start with a base, everything else follows."
For Raiza, the foundation line holds personal significance.
"Personally, I experience having acne prone skin. Sometimes, when I see yung base ko, parang there are blemishes. It affects anyone's confidence.
"But when I put on a good base and I feel, like, 'Oh my gosh, parang ang ganda na ng base ko.' Okay, in the mood na ulit ako mag-makeup.
"So, just like art, just like anything the canvas is the start. And when you have a good canvas to start with, rest assured, maganda na yung experience mo."
Raiza emphasized that most Filipino makeup users typically look for foundations that are long-lasting, transfer-proof, and compatible with acne-prone skin.
These key factors were central to her considerations when formulating the liquid foundation line.
"We really kept in mind, number one yung environment here in the Philippines.
"It's humid, it's hot, it's sunny. It's either sunny or it's rainy, yun lang. So, we really customized the product para talagang, number one, it's long-lasting."
Incorporating skincare ingredients can sometimes compromise a product's long-lasting and transfer-proof qualities—an issue Raiza is familiar with from testing numerous foundations.
And to address this, she set a personal goal to thoughtfully integrate skincare ingredients into her foundation line, ensuring it upholds professional standards.
"It's also personal because I have acne-prone skin, so I really took into consideration those who have acne-prone skin.
"It is really packed with skincare ingredients, but it really performs.
"Yung products kasi before, di ba, pag sinabing pag skincare-infused, yung product not as working as yung ibang sobrang professional product.
"This is the meeting of both. It's skincare-infused but, at the same time, it's performing and it can be used professionally."
FUTURE PLANS
Raiza acknowledged that it can be tricky to find the right foundation that perfectly matches one's skin tone, and expressed openness to expanding the range based on customer feedback.
"That's what's difficult kasi about the base. It's the skin and, like, how many of us [don't have the same skin tone], di ba? Na parang it's really a customized product and you can't really get like a super, super skin-match for everyone.
"But I think the fun in the challenge is that once we hear the feedback, then we can also include yung feedback ng community."
With her products now available, she remains confident in their quality and is dedicated to personally addressing and considering constructive feedback.
"I'm ready and I'm confident then we can handle it because I've been there, I've been there.
"And I've been doing also makeup reviews for a very, very long time. And I would know where they're coming from.
"So rest assured that I feel you, I feel the community, and I know what I have to do.
"So yeah, I'm just happy. And feedback is feedback, so we'll be happy that way."
Raiza is already setting her sights on the next steps for her brand. Currently, she is gearing up for the second phase of her makeup line's “skintroduction."
When asked about the future of her brand, she dreams of taking Enigma to unprecedented heights.
Her ultimate goal is to transition Enigma from a local success story into a globally recognized brand.
She said, "My biggest dream is to really be known globally. I'm really excited for that and to represent lang talaga the beauty industry in the Philippines."
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