From Acne Struggles to CEO Glow: How Max and Miyo Built Klued
If you’ve ever felt like the beauty world wasn’t built for people like you—acne-prone, oily, or just not fitting the usual “glow” standards—Klued might be the plot twist your skin’s been waiting for.
From Frustration to Mission
Max knows the struggle firsthand. He spent years battling severe acne with nothing to show for it — harsh detergents, DIY calamansi hacks, and beauty aisles that seemed to speak to everyone but him. Combing through Korean, Western, and local brands, he came up empty every time. He also noticed how narrowly skincare was marketed: overwhelmingly to women, when he believed skincare was never meant for one gender at all — it’s for anyone who wants to take care of their skin.
That frustration didn’t break him. It became the blueprint for Klued.
“Skin care is a form of self-care, and everyone has the right to enjoy that,” Max says. For him, it’s never been just about selling skincare. It’s about building a brand that speaks to people who’ve often been left out of the skincare conversation.
Why “Klued”?
The name comes from being “clued” — informed, in the know. From day one, that’s been the whole point: skincare should never be guesswork, and people deserve to actually understand what they’re putting on their skin. Max believes that when they do, they trust it more, use it better, and see real results. That thinking shows up in the formulas — recognizable, science-backed actives like salicylic acid, niacinamide, retinol, and bakuchiol, built for real Filipino skin concerns like oiliness and acne. No vague “beautification” promises, no manufactured urgency. Just honest, effective skincare that keeps you clued in on your own skin, and respects your barrier instead of stripping it.
The 2022 Launch That Sold Out in Hours
Klued officially launched in 2022, co-founded by Maximo Cañega and his partner, Emilio Chua. The goal was modest: 1,000 units in one week. It sold out in just 10 hours. What began as a two-person operation in the crowded e-commerce space has since grown into a larger creative team, still led by Max and Emilio.
Skincare as Self-Care (and Rest as Strategy)
Max’s routine hasn’t changed much, even as CEO: cleanse, treat, moisturize — and, in the mornings, sunscreen.
“Washing my face, applying skincare, and moisturizing — these are actions that say I’m taking care of myself and my skin,” he says.
But there’s a newer lesson he’s embraced: rest.
“To be able to do more, you need to rest more,” Max shares. “When you’re constantly tired, you make bad decisions — in life and in business. Rest should become a priority.”
That empathy extends to his team. Klued’s culture is built on patience, creativity, and resilience — on the simple logic that burned-out creatives don’t make great products.
What’s Next for Klued?
Max’s vision is clear: more products, sharper and more critical R&D, and innovation built around the newest skincare ingredients — plus more accessibility, including a physical store. The plan is to reach customers nationwide across the Philippines first, then take Klued international. Through it all, one promise stays fixed: real quality at a price everyone can afford. The core mission stays the same, too — to help people who’ve struggled with their skin feel seen, cared for, and confident.
“The ultimate goal remains to help and empower people who struggle with their skin, just like I did,” Max says. “We want people to be able to find Klued, and work with us to solve their skin concerns.”
Myth-Busting with Max
Here’s how Klued challenges some of the most common skincare myths:
1. “Stripping cleansers = 100% clean skin”
Reality: Over-stripping damages your skin barrier and can lead to more breakouts. Klued uses hydrating, pH-balanced cleansers (like their 2% Salicylic Acid Gentle Cleanser at pH 5.5) that unclog pores without the squeaky, stretched feeling.
“Stripping cleansers promise a hundred percent clean skin. But these kinds of cleansers actually stretch the skin so much that it destroys the sensitive skin barrier, leading to break outs later,” Max explains. “People should use hydrating cleansers that have the right pH level, such as Klued.”
2. “Salicylic acid = dryness and irritation”
Reality: Klued caps salicylic acid at 2%—the sweet spot for effectiveness without overdoing it. To balance it out, they add ceramides, allantoin, and zinc PCA to calm irritation, repair the barrier, and control oil.
“We only use 2% salicylic acid on our products, and this is the most acceptable amount that can be put on the skin,” Max says. “To balance the side effects, we put ceramide, allantoin and zinc PCA to calm down possible irritation as well as repair and lessen the oiliness that comes with using the product.”
3. “Oil cleansers aren’t for oily or acne-prone skin”
Reality: Oil attracts oil. If you wear sunscreen or makeup (most of which are oil-based), an oil cleanser is the most efficient way to dissolve impurities. Klued’s Pore Purifying Cleansing Oil is non-comedogenic, so it won’t clog pores or cause breakouts. Bonus tip: double-cleanse and moisturize to activate ingredients and leave your skin fresh.
“Oil cleansers are actually good for people who use a lot of sunscreen and make-up, since most of these products are oil-based,” Max shares. “When you use an oil cleanser after a long day, the oil is quicker and more effective in scooping up all the impurities. Oil essentially attracts oil.” “The Klued Pore Purifying Cleansing Oil also has non-comedogenic properties, meaning it won’t clog your pores, cause breakouts and create bumps. Lastly, we suggest double-cleansing and moisturizing to activate the ingredients and make your face feel like a fresh canvas,” adds Max.
4. “No pain, no gain” in skincare
Reality: Skincare shouldn’t hurt. Back in the day, limited options meant stinging, peeling, and redness were “normal.” Klued’s approach: use the right amount of actives while keeping formulas skin-barrier friendly. Happy skin = consistent use = real results.
“Skin-care is self-care, so why hurt yourself?” Max asks. “Back then, the market was very limited with options so some products actually sting and cause redness. Some customers were even brave enough to put their faces in front of an electric fan.” “But in Klued, our products use just the right amount of active ingredients while making sure that it is skin-barrier friendly. We believe that when you’re happy using a product, you continue using that product,” ended Max.
Klued isn’t just another local brand. It’s a movement for people who’ve been told their skin is a problem to fix—fast. With science, empathy, and a little bit of “clue,” Max and the Klued team are proving that skincare can be inclusive, effective, and kind.
