The power of education, science, and beauty harnessed in overall wellness through Her Skin and Nekothione by Kath Melendez
This MEGA Woman coverstory is from MEGA’s September 2023 Issue
One year after they resigned as medical laboratory scientists, content creators turned business leaders Kath Melendez and Ryan Armenta decided to establish their skincare brand Her Skin—and now their business is turning three years.
Melendez has always been fond of sharing skincare and beauty recommendations with her colleagues, to the point that they themselves suggested that she start her own vlog on YouTube. One time, she saw a vlogger who also happened to resell skincare products. She wanted to do that too for extra income and to continue her passion in content creation. But, Armenta urged her to start her own brand.
“At first, hindi ako confident, na baka imposible kasi sino ba naman ako?” Melendez shares, dedicating their growing business to their followers who believed in them. “Dati ako yung nag-rereview ng products, ngayon yung mga consumers at viewers namin ang nag-rereview ng products ko.”
The 26-year-old entrepreneur’s love for investigation, research, and science pushed her to take medical technology. Coming from that background, it has always been Melendez’s dream to have supplements as a product. Seeing dialysis patients everyday, she witnessed how wrong product usage and endorsements can damage a person’s liver and kidneys—and she wanted to change that through their supplement brand Nekothione.
“Ineeducate namin ang buyers ng proper way ng pag-inom ng supplements,” says Melendez. “The primary goal of the brand is to educate people and spread awareness.”
DIGITAL MOVERS
Being a content creator for six years now has a major contribution to Melendez’s business success. When Armenta joined her vlog during the pandemic, they became more well known and loved by their viewers. Their relatability, genuineness, and educational content translated well in the market, generating millions of views per video and bringing together a growing online community.
Both Melendez and Armenta serve as their own brands’ owners, users, and endorsers. They initially started in the industry with t-shirt merchandise, which was actually a gift to their followers. Now, Her Skin and Nekothione is a serious business not just for them but for their resellers who depend on it for livelihood.
It was a challenge to find a manufacturer for their products, especially with the popularity of skincare products during the pandemic. Eventually they were able to find local and international manufacturers whom they can trust when it comes to safety and quality, including one from their dream country, Japan.
“Kahit ‘yung pangalan ko nilagay ko na talaga,” says Melendez. “Itataya ko ‘yung name ko kasi ‘di ko naman sisirain ‘to para lang sa product na hindi katiwa-tiwala.”
In business, Melendez learned to keep her plans private—the total opposite of how she’s very open to their viewers when doing their vlogs. Their mindset right now is to work quietly, and show the final output once it’s all done and polished. What started with a three-person team (Melendez, Armenta, and a fan-turned-friend) became a company that has 35 employees and around 10,000 resellers. From working on a dining table at a rented house, Melendez and her team moved their operations to a full warehouse after just one year.
“Noon walang pumapasok sa isip namin,” Melendez reveals. “Ang sikip-sikip, ang dilim. Paano tayo magtatrabaho niyan kung ganito? Ngayon, maganda na, nakaka-enjoy at motivate na. May aircon na. Natutuwa ‘yung mga bagong hire namin na employees kasi comfortable na sila. Mas productive.”
MIND, HEART, AND SCIENCE
When it comes to her beauty philosophy, hers is simple: sharing is caring. As a content creator who voices out recommendations and an entrepreneur who provides income to their resellers, Melendez aims to inspire and help those who want to start their own business. She started with absolutely nothing—zero capital and manpower. All their business knowledge came from asking and research, which is why they embodied being a brand that listens.
“Pag nag-start ka ng business, alam mo dapat patakbuhin at alam mo ang pinasok mo,” the social media personality says. “Ang alam lang namin ay ito ‘yung dream at passion namin. Walang imposible, lahat naman naaaral. Sa mga decision, iniinvolve namin yung sellers and distributors, and ‘yung feedback ng consumers para ma-improve yung brand. Kung ano pang maitutulong namin sakanila.”
It was a risky move to enter the industry with no business background, but it was even more daunting that there were bigger, more famous brands that they were going head to head with. Their secret? Consistency. They didn’t become complacent with the fact that they already have a good number of followers—they still eagerly produced content for their brand the way any startup would.
“Ang lawak ng market para sa first-timers,” Melendez explains. “Kailangan talaga may brand na magbibigay awareness sakanila na may skincare at glutathione supplement para sa kanila. Ang hirap mag-tiwala pag first time, maraming takot at may trust issues. Ang daming research, what ifs.”
Through Her Skin and Nekothione, they also want to remove the stigma on men paying attention to skincare. There are other products set to be released this year, especially supplements that focus on health. Skincare for the elderly is also in the works since they believe that it’s about time to include them in the beauty narrative.
“Huwag masyadong magpa-pressure kasi kakainin ka hanggang wala kang magawa,” Melendez advises young entrepreneurs. “Sa age natin, mga bata tayo. Gusto agad natin na malaki ang sales. Nakaka-pressure ‘yun at nararamdaman ko ‘yun everyday. Pero, natutunan ko mag-slow down. Huwag mo masyado isipin ‘yung future at ‘yung mga bagay na hindi mo kontrolado. Kung mayroon kang gustong gawin, gawin mo na ngayon. Ang mahalaga magawa mo siya at kung hindi perfect, okay lang. Kaya may tinatawag na improvement. Focus on your own lane.”
Read more Kath Melendez’s vision on the future of beauty in MEGA’s September 2023 Issue, now available on Readly, Magzter, Press Reader and Zinio
Photography JHARWIN CASTANEDA. Creative, Art, and Beauty Direction NICOLE ALMERO. Makeup HAJIE ALEJANDRO. Hair PETER HISPANO. Styling LENIE AYCARDO. Gown ALLIN BASSIG. Suit EGA FRANCISCO.
