Here’s what makes this beauty business grow

MANILA, Philippines - Dr. Rosalinda Ang-Hortaleza, chief executive of HBC, believes that every woman has the right to be beautiful.

“But due to limited resources, most women (especially moms) don’t include beauty products and grooming needs in their monthly budget. Well, that’s the reason why we put up HBC — to make beauty products accessible to all,” says Dr. Hortaleza.

The family of Dr. Hortaleza’s husband was behind the brands Hortaleza and Splash Corporation, both connected to the beauty business. The former was more popularly known to local beauty parlors rather than individual customers — as a “vaciador,” or a place to get beauty supplies and to have scissors and beauty parlor implements sharpened.

In 1993, Dr. Hortaleza and her husband inherited six branches of Hortaleza Vaciador. “We had to ask ourselves, ‘How can we differentiate the stores from the others?’ So we changed the store colors and renamed it  HBC after my husband’s mother, Cecilia Bonifacio Hortaleza,” she reveals. It worked — the new look brought them closer to their target market.

From six stores, they now have a total of 225 branches. They also expanded their product offerings and house brands with a very impressive cosmetics line.

“San San is one of our makeup brands that has vitamins A, C, E, and SPF 15. We have pressed powders, foundations, lipsticks, and blush, fortified with age-defense ingredients,” she explains.

HBC has come a long way from selling beauty supplies and cuticle removers. The research and technology involved with its creations make it a competitive and reasonable alternative to foreign and expensive brands sold in department stores.

HBC has loyal followers in the US, Middle East and, of course, Asia particularly in Singapore. Quality is assured with all HBC products being clinically tested.

In 20 years, the HBC was able to develop a strong management team and create a formidable presence in the cosmetics scene.

According to Dr. Hortaleza, HBC enjoys the support of their partners in financial management like Plantersbank.

“To sustain this business growth, we needed the help of Plantersbank. We expanded beyond our expectations. They gave us a good capital and a long-term loan to increase the number of our stores, in a friendly and premium rate,” she says.

Continuity and legacy plays a big role in the relationship Dr. Hortaleza has with Plantersbank. She remembers her father who was also an entrepreneur.

“I basically grew up with Plantersbank because it was the same bank my parents trusted and relied on. I would accompany my father whenever he visits Plantersbank to see Ambassador Tambuntings,” Dr. Hortaleza recalls.

Dr. Hortaleza earned her medical degree, is married to the love of her life, and is blessed with children who make her proud. Although she wasn’t able to practice her craft, Dr. Hortaleza is still involved in the healing arts.

Not only does she nurture the spirit of all those who seek beauty and well-being, she also helps women who need additional income for their families.

“I want to create more jobs — I want them to have a better life,” she says.

The Ang-Hortaleza Foundation accomplishes just that with their beauty school in Valenzuela. “The livelihood program creates jobs and encourages entrepreneurship. Stay-at-home moms can start their own manicure and pedicure business or give haircuts to neighbors. To date, the foundation has 25,000 graduates and growing,” she says. “At HBC, we give everyone the right to be beautiful.”