VP/Cover | Rooted in Power: The Luxe Journey of Anna Magkawas

Power without roots is like a tree that grows tall but falls at the first storm; roots without power remain unseen, their strength buried beneath the soil. But Anna Magkawas, founder and CEO of Luxe Beauty and Wellness Group, has found the harmony between the two: the boldness of a woman who dared to build something from nothing, and the grounding force of family who has kept her steady through every season.

Anna Magkawas’ story begins not with a boardroom or a product launch, but with the rhythm of resilience. At 39, she has built an empire that thrives not only on products and profits but on people: her customers, her team, and most of all, her family.

Early Days of Luxe

Before Luxe was even an idea, Anna’s journey was already a test of grit. She did not grow up in wealth, but she was not completely without means either. The sharp edges came when she could not even take her exams because tuition fees went unpaid. Determined not to be a family burden, she worked while studying. 

“Rollercoaster kasi yung journey ng buhay ko. Hindi naman kami lumaking mayaman at hindi rin sobrang hirap na hirap, pero dumating sa point na hindi ako makapag-exam kasi walang pambayad ng tuition fee. Naging working student ako para kahit papaano matugunan ko yung school, na hindi ko na kailangan humingi pa sa magulang ko,” she recalls.

She finished her degree in electronic communication engineering, but the board exam and review fees were another wall. In Manila, opportunities were plenty, but not in the path she had studied for. From direct selling as a student to being a call center agent, a photocopy machine salesperson, and even selling luxury bags, Anna discovered that her heart thrived in connecting with people and that decision became the spark that ignited Luxe.

When the idea of Luxe came, she doubted herself. But it was her husband, Mel Magkawas who reminded her of what she already carried. With his faith and the encouragement of early supporters asking her to release products they could buy, Luxe was born.

“Sabi ko hindi naman ako makinis, hindi naman ako maganda, so sinong maniniwala sa akin? Si Mel yung una naniwala sa akin na sinabi niya talaga, ‘kaya mo nga papatunayan sa mga tao na effective yung product mo.’” 

It was a tiny team of three: Anna handling marketing and inquiries, her husband and RJ Macaraig packing orders. What began small quickly gathered momentum, and the growth outpaced her own expectations.

Challenges and Betrayals

Anna Magkawas put up this business in the downest time on Earth, but like any growing brand, Luxe faced its share of challenges. She was not immune to the harsh pandemic. Production slowed, resources were scarce, and research and development (R&D) came to a halt. But instead of retreating, Anna leaned into resilience.

“Syempre mahirap noong pandemic. Hindi ka pwedeng basta-basta lumabas, at yung pag-R&D ng product limitado dahil konti lang ang factories na bukas. So yung research and development hindi ganun kadali at kabilis,” she shares.

To make matters worse, there were moments of betrayal. One special night of tears with her family remains etched in her mind. The losses were heavy, but they were also revelations. She found out that profits had been slipping away into the wrong hands, but she also realized how much she could endure when surrounded by the people who stayed.

“Hindi ko makakalimutan yung umiiyak ako na nandoon kasama ko si Bhi, si RJ at mga anak ko,” she shares. Grabe yung pain ko na naloko ng someone na pinagkakatiwalaan ko pero hindi nila ako iniwan. After that bangon na ulit ako trabaho na ulit ako. Naniniwala ako na kaya ko naman kitain ulit yun.”

With these experiences, Anna Magkawas carries a strength that refuses to bend under pressure. She does not hide from pain or betrayal; instead, she acknowledges it. Allowing herself to grieve, and then choosing to rise with greater resolve. At her core, she is a leader who draws power not from avoiding struggles, but from facing them head-on with her family by her side.

Customers as Co-creators of Luxe

Not every product turned into a bestseller, but Anna turned every failure into fuel for growth.  She highlights her customers as co-creators of the brand. Because of that, she dedicates time to reading and replying to feedback, whether good or critical. She takes criticism not as a blow but as guidance.

“Para sa akin malaki talaga yung participation ng customers. Yes totoo, hindi lahat ng product na nilalabas mo magiging successful sa market… I take it as lesson and learning though medyo mahal kumabaga ang tuition fee natin doon,” she admitted with a laugh.

One product, however, is particularly close to her heart—the Luxe Slim Café Macchiato. It is more than a personal favorite. For her, it represents the unwavering support of customers who never let go of Luxe Slim since it launched.

“As in ito talaga everyday hindi pwede lumampas yung araw na di ako umiinom,” she said. 

Through it all, Anna insists on transparency. Even though she fills her social media feeds with promotions and fun moments, she also allows a small space to share struggles. For her, opening up not only lightens her own load but also allows people to see the truth: success does not mean freedom from hardship.

“Kahit pala ganito na ang narating ng tao sa buhay, kahit successful ka na na tao, nakaka-experience ka pa rin ng ganyan [struggles].”

For her followers, that honesty becomes a source of strength.

The Heart of It All: Family

Still, at the center of it all is her family. For Anna, no business achievement shines brighter than being present as a mother and a wife. There were years when work pulled her away from her children, especially during her bag-selling days. But building her dream home gave her more time with them.

“Dati hirap na hirap ako mag-invite ng bisita kasi sobrang sikip, wala talagang matinong space. Pero sa bahay namin ngayon, pwede na akong mag-invite. Yung ibang meetings namin, distributors namin, doon na nagla-live selling. Mas nababalanse ko yung oras ko as a mom, as a wife, and as a business owner.”

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Her children are not only her reason but also her future. She explains the business to them, the meaning of her work, and hopes that one day they will carry it forward. It is this grounding in the family that makes her power all the more profound. She is not chasing for herself; she is building for them. 

Power and Roots

Recognition has followed. When she received the 6th VP Choice Awards’ Entrepreneur of the Year, she felt the weight of years of sacrifice finally lifting, and she shared that the award is not hers alone.

“Feeling mo nagbunga lahat ng pinaghirapan mo over the years. Luxe is not yet even four years old, though many assume it has been running for a decade. Lagi ko naman sinasabi na yung award na yan lahat ng natatanggap natin na recognition is not just for myself kundi para sa lahat ng bumubuo ng kumpanyang eto.”

Which is why the theme of Power and Roots resonates so deeply with her. No matter how high she climbs, she insists on staying grounded and connected to the people who were there from the start.

“Hindi kumpleto na nandyan ka sa power at narating mo yung success kung hindi mo kasama yung mga tao na nandoon noong nagsisimula ka pa lang,” she said. 

To young entrepreneurs, her advice is simple yet weighty. 

“Always be rooted, keep grounded, at ‘wag masyadong mataas ang tingin sa sarili,” she said. 

It is counsel born not from theory but from a life that has seen both the sharp edges of scarcity and the sweeping power of success. Power is what she has learned to wield. Roots are what she has never let go of.

Anna Magkawas stands today as proof that true power is not in the sparkle of success alone but in the roots that hold you steady. She is a businesswoman, a mother, a wife, and a dreamer who built not just a company but a legacy.

In her story, power and roots are inseparable—and it is in their union that Luxe Beauty and Wellness continues to grow.