Fashion accessories sourcing expert Tony Chua is no stranger to trends. His main business involves sourcing women’s fashion accessories—jewelry, hair accessories, bags and scarves—for overseas brands and handling everything from market and factory tours, translation work, packaging and quality control to consolidating shipments.
Despite this lucrative business, Chua wanted to do more, especially for the Philippines.
“I’ve been living in China for 20 years now, but my roots are Filipino. I’ve always considered myself deeply rooted in the Philippine culture,” he says.
His search for business opportunities to do in the Philippines led him to BYS, an Australian cosmetics brand.
“I’ve known Ed Aitken, BYS CEO, for 13 years. He’s very motivated, hardworking, and he has always believed in giving value to consumers. It was a no-brainer for me,” says Chua.
With Chua’s expertise in fashion accessories, entering the cosmetics industry was a logical next step. When asked why he chose BYS, Chua mentions that it fills a void in the Philippine cosmetics industry.
“Most of the brands here are American, European or local. There aren’t any Australian brands yet, and that’s a void we wanted to fill. We also wanted to fill the gaps in the ‘masstige’ market.”
With the makeup industry approaching double-digit growth every year globally, it is, indeed, big business. Chua observes that cosmetics users are also becoming younger.
“My daughter is only 12, but she’s already into nail polish! Makeup is turning into an everyday product for most young girls.”
Trendsetter
Though the brand just opened its first store in SM North Edsa in mid-September, it now has 26 outlets, with three to eight new stores added every month. The target is to have 50 outlets nationwide before the year ends.
BYS, a play on the phrase “Be Yourself,” aims to be a trendsetter, offering a huge color selection of eye shadow, lip color, powders and nail polish. The colors range from everyday neutrals 
to blinding neons for the adventurous.
Chua adds that the brand regularly carries black lipstick in its 35-shade lineup, proving that BYS takes color play seriously.
Because the brand is mostly geared toward a younger, playful audience, the products are very affordable, with prices ranging from P199-P939, making it easy to create starter kits using the products.
Pigment payoff is comparable to some higher-priced brands. The brand also carries a mineral line for those with sensitive skin, offering makeup alternatives that are free of chemicals, dyes, preservatives and talc.
BYS is available at SM Department Stores and Watsons.
