When makeup line Ready.Set.Glow. was launched in February 2020, little did its founders know that the country would be mired in community quarantine only a month later. The decision to launch RSG during the pandemic was not the original intention. We had wanted to launch RSG in 2020 expecting normal conditions, but when the pandemic came, the options were to either wait until the pandemic was over, or to continue with the launch but to rethink and adjust the strategies given the new market realities. Since the inventory was already delivered from production, RSG decided to push through with its launch despite the pandemic. But instead of going to retail locations right away, RSG decided to strengthen its digital footprint and sell products online. Also, because people were required to wear masks for health reasons, RSG saw this as an opportunity to push its eye makeup line to allow its customers to continue to express themselves and feel beautiful through that part of the face that was still visible even with face masks. This approach allowed RSG to differentiate itself in a very competitive market. The RSG team had to live by the brand value it wanted to espouse – fearlessness. So in spite of the uncertainty of the economic situation, we recalculated our plans, took a collective deep breath, and took a leap of faith – and confidence.
Because of its bold, innovative products and fun social media presence, Ready.Set.Glow. quickly became a fan favorite among early tryers and makeup professionals who swear by the brand’s innovative products and friendly pricing.
Ready.Set.Glow. Liquid and Gel eyeliners received “Fan Fave 2020” and “Best Eye & Brow 2021” recognition at the Metro.Style Beauty Awards.
Conceptualized by longtime friends who travel together frequently, Ready.Set.Glow. (RSG) founders noticed the lack of variety in local eyeliners. These local brands only came in traditional brown and black shades.Recognizing this opportunity in the market, Ready.Set.Glow. co-founder/Brand Director Marian Lao-Siggaoat set about developing a collection of eyeliners and eye shimmers that are stylish, creative, and bold.
“We wanted a brand that would allow its users to express their creativity and their own sense of style through colorful and fun products that are world-class in quality and features.”
Ready.Set.Glow. products are cruelty-free, paraben-free, lead-free, non-toxic, and FDA-approved. Its products have passed stringent standards by international testing laboratories to make sure they are safe.
RSG products are available online from Lazada Mall, Zalora, Shopee Mall and readysetglow.ph, and at selected SM branches.
“Makeup is a tool of expression and should be accessible to everyone, hence the very affordable price points. Filipinos need not spend thousands of pesos for quality makeup products, value-for-money features, and stylish packaging”, Siggaoat claims.
“The RSG woman is modern, fearless, fun, and is a citizen of the world. She is not afraid to express her individuality. She has high expectations of the products she uses but is savvy enough not to empty her wallet just to look and feel good.”
To exemplify the RSG woman, the RSG team selected several brand ambassadors - actress and entrepreneur Maja Salvador, YouTube, Tik Tok sensation AC Bonifacio, actress, model, and recording artist Lovi Poe, and the mother and daughter tandem of Ina Raymundo and Erika Rae Poturnak. All of them find in RSG a brand they can play with, be comfortable in, and make a statement in.