Sheila Fuentes on Fostering a Holistic Approach to Brand Building

Connect. Learn. Inspire. These three words encapsulate the recently concluded “She Shines” Summit, a conference led by Leading Ladies, a community of female leaders, entrepreneurs, and creators, providing a space for women to come together and take part in meaningful conversations and engaging workshops. The members-only event took place last Saturday (Mar. 29) at The Blue Leaf Cosmopolitan in Robinsons Bridgetown, Quezon City, and was a shining gathering of women — from powerhouse industry leaders and seasoned business owners to community builders and career women aspiring to take the next big leap in their careers.    

Founded in 2021 by Cat Ilacad, founder and CEO of Posh Nails Inc., and Rachelle Stern, CEO of Alphabetsoup Inc., the Leading Ladies community was inspired by a need to have a space for women to thrive. The founders recalled how it all started with a late-night phone call. 

“I told Rache about wanting to have people to talk to when I was starting Posh Nails. I never got to form that small group where we could share suppliers, business ideas, and just rant about problems. She felt the same way,” said Cat. 

“At a time when many women were isolated, struggling to kickstart new ventures, or simply in need of a supportive ear during challenging times, we created this space. Leading Ladies is all about fostering an empowering community where women can connect, share experiences, and support each other’s growth — both personally and professionally,” added Rachelle. 

On Growing a Community of Women Trailblazers

Leading Ladies started with virtual events, connecting women during the pandemic. Their humble network slowly evolved into a thriving community of like-minded women — females who want to create, innovate, and explore possibilities in their respective careers. 

After a short hiatus in 2023, a break spent focusing on recovering their businesses from the pandemic, the community relaunched in 2024 with a mission to expand. It was also around this time that content creator and entrepreneur Rica Peralejo joined the club, which helped enhance the community and drive their mission forward. 

“The relaunch in May 2024 was a pivotal moment for us. We had about 1,300 members then. Today, we’re proud to have grown the community to over 10,000 strong. The messages we receive from our members inspire us every day, knowing that we’re making a real difference,” shared Cat in an official press statement. 

“We’ve witnessed remarkable energies and genuine connections among our members,” Rachelle remarked. “The sense of belonging and community that emerged was incredibly impactful, reaffirming our commitment to building a space where every woman feels supported and empowered.”

After two virtual summits, the Leading Ladies finally launched their first in-person conference last Mar. 29. The 2025 She Shines Summit featured a stellar lineup of keynote speakers across several industries, including Jacqe Gutierrez of Happy Skin, Dani Barretto as the digital marketing guru, Marj Maroket as the content creation expert, and Cristalle Belo, who talked about the Belo Legacy, among others. The topics ranged from scaling a business to balancing motherhood and entrepreneurship, showcasing the impressive feats women have achieved and continue to excel in when it comes to juggling their careers and responsibilities.

CEO and founder of Happy Skin, Jacqe Gutierrez, talked about her experiences in running a business and the concepts behind their Seoul White product, which was inspired by the need to have skincare that catered to Filipinos’ unique skin types. “We wanted to bring in that technology, tweak it so that it fits better the Filipino skin,” she said. “Also, to make it a little bit affordable so that everyone can experience Korean glowing skin.”

She also shared valuable insights as a business owner and shared the most challenging part about being an entrepreneur. “A lot of things that are very hard in the business are not starting the brand. It’s very easy to start a brand; think of a concept, think of a campaign... The hard part is sustaining it. How do you sustain it for the next three, five, or ten years? How do you have enough cash flow to fuel the business? Or how do you have enough interesting, creative insights and ideas?” 

She also mentioned how having a good product is the key to success, quoting, “There’s no bad PR if you have a good product.”

Meanwhile, Antonette Aquino, a registered financial planner, public speaker, and content creator, advised budding entrepreneurs on navigating economic risks. “When you start a business, you have to ensure that you invest in risk management. So, make sure that when you have a business, you have a financial cushion, you’re able to plan regularly, and most importantly, you have to budget. I know it’s super basic, but that’s something that’s overlooked.”

The event also highlighted activities and booths that provided opportunities for attendees to network and engage in workshops. There was the “Spark Tank” activity judged by Rica Paralejo, Lynell Lopez-Tan (content creator, entrepreneur), and Mikaela Lagdameo (model, entrepreneur), which allowed start-up founders and aspiring entrepreneurs to showcase their products through a pitch-style competition, a series of panel discussions, and networking sessions. We also got to experience the “Hall of Empowerment” — a lineup of booths featuring women-owned businesses offering creative workshops and pampering activities. 

Throughout a packed, full day of activities and invigorating conversations with inspiring women leaders and business owners, it’s clear to see that the Leading Ladies trio succeeded in equipping women to lead better lives through this summit. It’s a wonderful gathering fueled by encouragement and support, one that pushes for personal growth and will no doubt lead to professional empowerment and success. 

At the closing remarks, Cat addressed the community and said, “We want to believe in all your goals, in all of whatever you want to achieve. Leading Ladies will always be here for you. Just message us, let us know how we can make this community better, because we can’t do this alone. But with you guys, we can make it better, we can make it bigger.” 

Become part of this thriving community that encourages you to shine your brightest. Membership fees for the Ladies League are at P2,499, and are inclusive of creative vision sessions, wellness and business integration, intimate dining experiences, and personal development. Not to mention, you’ll also get to attend the next “She Shines” summit for a special members-only price. This includes priority registration for all the complimentary workshops and pampering sessions, as well as an exclusive invite to the After-Summit gathering. You can sign up here.

For updates and networking opportunities, you can join the Leading Ladies Community on Facebook or follow them on Instagram.

Women have always struggled with finding their places in society outside of what is expected from them. Since the turn of the century, and from generation to generation, it has always been a challenge for women, girls, and those who identify as women to be heard and find the support they need. 

While diversity is a buzzword that we often hear nowadays, true inclusivity goes beyond just acknowledging the challenges faced by women — it requires action, commitment, and systemic change. This forum toward progress was proudly co-presented by KMC Solutions and TelePerformance, two companies that lead efforts in creating opportunities for women in the workplace. 

ANZCHAM Philippines also extends its gratitude and thanks to its sponsors, whose contributions helped to make the event a resounding success: Virtua Solutions Outsourcing and GHD as Trailblazer Sponsors; Leighton Contractors Asia and Jobstreet by SEEK as Changemaker Sponsors; ChildFund Philippines as a Catalyst Supporter; Qantas as the Major Raffle Sponsor; and Aristocrat Gaming as the Corporate Giveaway Sponsor. 

The Australian-New Zealand Chamber of Commerce (ANZCHAM) Philippines held the International Women’s Day Forum 2025 at the Makati Shangri-La Hotel on Mar. 4, 2025. With its theme “For All Women and Girls: Rights, Equality, Empowerment,” ANZCHAM, representatives from various companies, and the ambassadors of Australia and New Zealand to the Philippines aimed to address gender-related issues in the workplace, diversity across different sectors, and a holistic approach to addressing diversity. 

The event featured panel discussions from distinguished members of the ANZCHAM and its partner companies, sparking conversations on inclusivity, encouragement, and finding purpose. 

The session was formally opened by Her Excellency HK Yu PSM, FCPA, the Ambassador of Australia to the Philippines, sharing the Australian Government’s International Gender Equality Strategy and its 5 key objectives: Work to end sexual and gender-based violence and advance and protect women’s sexual and reproductive health and rights, Pursue gender responsive peace and security efforts, Deliver gender equitable climate action and humanitarian assistance, Promote women’s economic equality and inclusive trade, and Support locally-led approaches to women’s leadership. 

She also encouraged the audience to think about the small things they can do to help those affected by gender-related bias and to make their own individual commitments to equality: “The best thing to bring about change is to measure it, is to hold everyone accountable to what they commit to do about actions.”

“Gender equality should mean progress for all,” Her Excellency added. 

Identify, Respect, Inspire

Keynote speaker Van Tang, the first female CEO of GHD Asia-Pacific, discussed her experience as a woman working in a male-dominated field and how she has advocated for equality in the workplace, particularly in an industry with few women holding executive positions. 

Regarding the difficulties faced when advocating for equality, she stated, “We accomplish more by being uncomfortable,” acknowledging that difficult conversations, including those about women’s health, safety, and needs, must be had to confront these issues.

Van Tang noted that businesses should remain steadfast in their journey to closing the gender gap within their company, while also being mindful of the challenges they face. She ended her speech by saying that these challenges “present a chance for opportunities” to enforce practical solutions for inclusivity and “to test the limits of what is possible.” 

Advocating for Equality in the Workplace

Achieving equality in the workplace is more than just a goal that companies should strive for and is more than just closing the gender pay gap — it’s about creating spaces for everyone, including women, to thrive in. Businesses must take active steps to create environments where women are valued, respected, and empowered to lead. 

But what does real equality look like? Panelists from GHD, Jobstreet by SEEK, and Leighton Contractors Asia gave a glimpse into their companies’ advocacies and policies to show what they have done. 

Lorraine Gomez, Operations Director for GHD, said that there are two things in place: first, career development programs for women, and second, increasing female representation in leadership roles. She also said that companies need to be intentional in their journey to inclusivity and diversity. The only question is, “When we get there, how can we sustain it?” 

Dannah Majarocon, Managing Director in Jobstreet by SEEK, said that diversity isn’t just policy; it’s practice. She highlighted how they have removed filters that often create bias (age, gender, etc.) on their recruitment platform and only ask for the competency and skill of applicants. 

In terms of measuring how women are thriving in the workplace, Andries Ludik, Operations Manager in the Philippines for Leighton Contractors, said that one way they are ensuring that women in their company are being represented are through their mentoring programs, which make sure that they are being given the proper guidance for their career to thrive. 

Empowering Women Across All Sectors

With the turn of the century, more women have been actively entering sectors that have been mainly dominated by men. Whether in STEM, business, politics, or even creative fields, breaking down barriers and bridging gender gaps is more than just representation, it demands sustained action and empowerment. 

How have some male-dominated sectors been addressing the issues regularly faced by women in their industries? 

Toni Tompar, Executive Vice President of Operations at TelePerformance, said that the company has employed a “surgical approach” in making sure that every employee has a voice, a platform, and an avenue to be able to grow as part of the company and to share their ideas. 

TelePerformance has their TP Women initiative, where they seek to address the challenges that women employees face in the workplace and drive positive change from it. Their main objective is to maintain an overall equal gender distribution in their workforce and in management positions, and to increase the proportion of women in governing bodies. 

Joel Baculi, the Head of Process and Operations at BHP Shared Services, shared the initiatives that they have employed to make their female workers feel valued. These include having a flexible working arrangement, partnering with companies that customize machinery for women workers, and making the work site comfortable for women. 

BHP Shared Services promotes engagement, safety, and productivity in their workforce, with their Inclusion and Diversity Position Statement being proof of their vision, commitment, and contributions to inclusion, equity, and diversity. Their efforts in mitigating gender pay disparities include a “blind reward” process, as well as a continuous analysis of their pay data and an annual gender pay equity review.

Donna Grande, Senior Vice President for People at QBE Grouped Shared Services Center, shared advice for younger women who are starting off their careers. “Number one, own your careers; know what you want and go for it. Number two, seek mentors and allies who are going to help you along the way. Number three, keep learning; be so curious about everything that is going on and seek answers to your questions. And the last is, believe in yourself…Believe in yourself, and you are going to go far.” 

QBE Grouped Shared Services Center (GSSC) ensures that their workplace is inclusive through their efforts of measuring a sense of belonging throughout their employees. Their aim is to give everyone an equal sense of belonging. 

Sparking Supportive Conversations Towards Diversity

Diversity is more than just numbers or representation — it’s about fostering environments and spaces where every voice is heard and valued. Conversations surrounding gender inclusivity must go beyond surface-level issues and challenge deep-rooted biases in workplaces, communities, and institutions. 

For Maya Juwita, Workplace Gender Equality Director of Investing in Women, conversations should start from the education of cultural shifts happening around the globe. “It’s in the way that women are being raised at home. Where ambition should not be your first word, assertive is not in your vocabulary…It’s how these things are being discussed,” she said. 

She also pointed out how leaders play an important role in challenging these norms, and how encouragement is important for women. 

Dr. Kristine Lor, Deputy Medical Director, Medical Advisor and Coordinating Doctor — Manila Assistance Centre of International SOS, said that pushing clients to support their programs is one way to start conversations. 

What they, Bernice Vanguardia at AusTrade and Atty. Kristine Punzalan at ANZ Philippines, agree on is that there should be more policies about women’s biology and mental health, and that women should be given access to solutions. 

The panelists also gave advice for women and women leaders, where Bernice Vanguardia said, “Be comfortable about having conversations about gender.” 

Her Excellency Dr. Catherine McIntosh, the Ambassador of New Zealand to the Philippines, addressed the audience with a reflection on New Zealand’s efforts and legacy in striving for gender equality. New Zealand was the first country to give women the right to vote, dating back to 1893. The country also continues to drive for gender equity through deliberate policy changes. 

Dr. McIntosh also discussed the I-LEAD Project, which aims to foster inclusive development, resilience-building, gender equality, and women’s empowerment for the Maori people and the Indigenous people in the Philippines. 

The day concluded with a powerful message from Dr. McIntosh, who recounted a question she received during a talk she gave in an all-girls high school in the Philippines: “How do we take part in global conversation?” 

She responded, “You don’t ask for a seat, you take it.” 

For more information about the Australian-New Zealand Chamber of Commerce Philippines (ANZCHAM) and its events, visit their website and follow them on Facebook and Instagram.

Mother and entrepreneur, Cherilyn “Che” Secillano is a superwoman. Known as the lady behind Dwellbeing, Che’s social enterprise stands on three main tenets: providing homes with safe, toxic-free alternatives; empowering vulnerable communities with sustainable livelihoods; and employing a circular business model that is friendly towards the environment.

“Dwellbeing started from our own need and problem,” Che revealed. “My son has rhinitis and eczema and during the pandemic, this worsened due to constant hand washing and sanitizing. Our doctor advised us to go for the all-natural route, and this was when the first product – lemongrass liquid hand soap – was developed.”

Since then, Dwellbeing has expanded to include sanitizers, dishwashing liquids, shampoo bars, candles, and even accessories.

Using Anita Roddick, the founder of The Body Shop, as inspiration, Che developed the business to become a “Force for Good,” ensuring that each item upcycles, empowers, and gives back. “Each of our products is made with upcycled materials,” Che shared. Case in point: soaps are sold in a motley of containers once discarded. Refills are delivered in sanitized wine bottles, while the liquid version is presented in a jug of Tanduay.

“As our business grew, we were fortunate to meet like-minded circular partners who supply [materials] to us,” Che explained. “Restaurants and bars supply us with bottles. Tobi Peanuts has provided us with the discarded peanut sacks that we use for our gift pouches. The retired hotel linens that we upcycle into sleeping masks are from Azzurro Hotel.”

Each upcycled product is also expertly created by different local communities that rely on Dwellbeing as a source of livelihood. This empowers vulnerable communities such as people with disabilities (PWDs) and women. “As our business grew, we needed a workforce,” Che shared. “We tapped into the left-behind sector and have now evolved to be a deaf-driven social enterprise. Our team is 100% deaf, including our retail sales team.”

In fact, their research and development process focuses heavily on the community they choose to work with. “For us, the creative process starts with the questions: ‘What can this community make?’ and ‘What are their skills?’ From there, I develop a line centered around what they are good at,” Che explained. “The objective is to make it sustainable, long term for everyone, and not just a one-time transaction.”

Partnering with the NGO Project Pearls – to whom Dwellbeing gives a portion of their gross sales to – Che had created an accessories line with the NGO’s beneficiary nanays in mind. “These ladies used to be garbage collectors but were trained to sew and weave,” she said. “With this skill, we developed an accessories line that includes bags, scarves, and pouches. We want to make this profitable and long-term so they don’t go back to being garbage collectors.”

As of December 2024, Dwellbeing has proudly upcycled over 30,000 bottles and 10,000 papers. Over 20,000 family meals have been donated through their support of Project Pearls’ Hunger Relief operations. They’ve established over ten community livelihood partners who now work to create Dwellbeing’s incredible products.

“The impact that this has had on others has been incredible,” Che said proudly. “We are happy to see others pay [this kind of goodness] it forward, using their businesses as a 'Force for Good.' We are also able to give consumers an option to practice conscious consumerism in their buying habits.”

It's obvious from Dwellbeing’s business model that the social enterprise has put its heart at the forefront of every transaction – and that it is, in fact, possible to do so. For 2025, their goal remains the same: to strengthen and expand this kind of altruistic impact.

“Every year, it has been our goal to double our numbers above,” asserted Che. “That remains true as we work towards hitting the 50k mark both for upcycled bottles and family meals served.”

Dwellbeing is available at Kultura in SM Makati as well as online. For more information, visit their Instagram.

Filipinas across the country have found an accomplice in Adelina Eugenio. Her relatable humor and easy-to-follow makeup routines have become a staple for many in her audience, which – might we add – is currently over 3.5 million strong (and growing!).

“It’s still crazy to think I have over 3 million followers on TikTok!” Adelina exclaimed. “Honestly, TikTok feels like the perfect platform for me – it lets me show [people] the real [me].”

Also known as Deng, Adelina is a content creator who’s recently skyrocketed to fame. She came into the social media scene in 2023, posting “get ready with me (GRWM)" videos on her social media page. Before it became a full-time career, Deng recalled that she would film the same kind of content before heading to her classes at university. “From there, I realized I wanted to share more of my life and ideas with a bigger audience,” she said.

Since then, the content creator has banked on both authenticity and relatability to build her name and community. “Staying true to myself and embracing my unique humor and personality is what really helped me stand out,” she mused. “People can tell when you're real, and it’s so much easier to connect with them that way.”

Of course, consistency is key too. Posting regularly keeps the momentum going, which Deng admitted is helpful when navigating unpredictable algorithms. Today, she’s active on three platforms: TikTok, Instagram, and Facebook. And while she is her most authentic self on each one, she revealed that different types of content work differently on each one.

“TikTok is all about short, catchy, and fun videos that grab attention right away,” she explained. “On Instagram, I get to showcase more polished content – I can share everything from photos, stories, and reels. It’s a more curated space where I focus on aesthetics and storytelling. Facebook, on the other hand, is where I really focus on building a community. I love interacting with my audience there, whether it's replying to messages or joining discussions.”

Yet, out of all these platforms, Deng finds most of her fan base on TikTok. There, she collaborates with fellow creators such as Zoozoo, who she acknowledges as someone she already follows and admires. She's also filmed content with personalities such as Christian Bautista and Lauren Spencer Smith.

But even on her own, it’s obvious that Deng’s humor – often loud and energetic – is a magnet for viewers. Already knowledgeable about the social media scene, Deng shares that gaining followers – and attention – isn't always easy.

“The first three seconds are crucial for grabbing attention,” she shares of Tiktok. “So I always think of a catchy opening hook. For example, I might ask my followers to guess what I’m about to unbox, or even start with an excited scream to show how hyped I am for a product.”

These kinds of tips showcase Deng’s mastery of her platform. And while she acknowledges that luck has had a role in her virality, she knows that proper timing and understanding algorithms are even bigger factors when determining who gets to be under the spotlight – or on someone’s screen.

“That’s why I always emphasize the importance of posting regularly; the frequency helps keep your content visible on people’s feeds. But beyond that, hard work and genuine passion are the real foundation,” she stressed.

Follow Adelina on Instagram, Facebook, or TikTok