Celeste Cortesi’s beauty brand, Asul, reaches another milestone after securing a spot for retail in Beauty Bar, located on the third floor of Century Square Mall in Bonifacio Global City, Taguig.
Launched in 2024, Asul is a brand of beauty and lip-care products, such as lip tint, lip cheek, and lip liners with ingredients intended for cosmetic and lip care.
Asul, the Filipino translation of color blue, is Celeste’s favorite color.
Now six months pregnant with her child with businessman Jonathan Sterling, she appeared radiant and excited at the launch.
After her Miss Universe 2022 bid, she admitted experiencing a great deal of stress due to intense online backlash.
The venture became a meaningful and rewarding outlet during that time.
“I guess it just gave me a different focus,” she said.
"As I’ve said, I started conceptualizing after Miss Universe and everyone knows what happened.
“It just gave me another focus and another purpose.
"So, at the beginning, I was spending actually a lot of time, just conceptualizing on the right products and what to launch, the branding, everything... and also building up the team.
“So, I think in that sense is where it really, just gave me a new purpose.”
Read: Jonathan Sterling warns netizens against maligning “wife” Celeste
CELESTE, a HANDS-ON businesswoman
Celeste’s goal in launching Asul is to combine make-up and skin care.
The beauty queen highlighted her team’s commitment to continuously improving their products.
“Actually, we've been working on the lip liners and the lip cheek pockets for months, and we really wanted to come up with more shades.
“So, we have very hydrating ingredients in this new collection, as well. It took really a lot of time. And, also, we repackaged everything.
“So, if you guys saw the products before, we really put a lot of time and effort into newer formulations, and also newer, more premium packaging.
"So, we're very, very proud of this one actually.”
What sets her products apart from others, especially since the beauty industry is highly competitive?
“I was always looking for something that can be good for the skin, as well, and not just make-up.
“I don't like to wear foundations. I don't like to feel heavy on my face, and most especially, after Miss Universe.
“But I just wanted to create something that you can really use every day, and just put it in your bag, and then it's just easy to reapply and everything. Just gives you a natural look.”
Normally, she would be very hands-on with her business, but since she is three months away from her due date, Celeste is prioritizing her pregnancy.
“I've always been very much hands-on on the business. I do like to pretty much see what's going on or else I get anxiety.
“But because of the pregnancy and everything, I've been a little bit more behind-the-scenes.
"And I've been very lucky to have a team that is really supportive, and they really do their best every day to make Asul successful.
“And, you know, I'm always there to give suggestions and to formulate and do the things that I really love about Asul.”
So far, she has been very pleased with the customer feedback on her products.
"I always read reviews 'cause I always want to see what we can improve.
“For me, the opinion of the consumer matters a lot. So, so far, so good.
“I think people have been appreciating a lot the formulation and the packaging, and how much time and effort we really put into this, and it really makes us very proud to finally see it also in stores.”
CELESTE ON EXPANDING INTO RETAIL
And in less than two years, her brand—which has been selling products online—officially entered retail for the first time.
“Honestly, like, I've been dreaming of this for a very long time since I even conceptualized Asul.
“It's just very exciting to see your products in person.
"And for me, what's even more exciting is that people can finally experience Asul and the products in person.
“And I think that really means a lot to us and to the business because I've always been very proud of the whole process, like formulation, packaging, and everything.
“So, you know, to have it there and see it in physical form, and for people to actually access to it more easily, it just makes me, you know, proud of this establishment.”
Like most entrepreneurs, Celeste envisions big things for Asul.
“Definitely, I think the limit is the sky. We do want to distribute more. We want to really expand the product line, and I think the team and I are working very hard towards that.
“We do take more time to put up, put out their products because, of course, we want to make sure that before it goes to the consumer, we also put very, well, thoughts and efforts into the formulation and packaging.
“But definitely, we see this as a very good potential. We do really work towards, you know, a future where Asul can also be the number one brand in the Philippines.”