About Klued | Our Story, Mission & Skincare Values

Woman holding a bottle of Klued Vitamin C 15% Serum close to her face.

Get to know our journey, our values, and why we’re passionate about making great skincare accessible for everyone.

Our Story

Klued Skincare was founded by Maximo Cañega Jr., whose personal experiences with severe acne and lack of access to proper skincare solutions inspired a vision for change. What began as a personal challenge has grown into a mission-driven company dedicated to delivering effective, science-based, and affordable skincare.

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Our Mission

We were founded on the belief that skincare shouldn’t break the bank. Our goal is to change the way people think about taking good care of their skin by delivering premium and world class skincare that everyone can afford.

Our Vision

We envision a future where integrity and passion drive every action, inspiring a culture of trust, authenticity, and relentless dedication. By staying true to our values, we aim to set a standard of excellence, fostering a purposeful work bring positive change. Guided by integrity and fueled by passion, we aspire to make a lasting impact, empowering individuals and communities to reach their fullest potential.

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Klued skincare serum bottles on a light blue background

Why We Stand Out

Klued Skincare stands out because of its commitment to science-backed formulations, inclusivity, and affordability. Every product is carefully developed to meet the needs of real consumers while ensuring safety and efficacy. More than a skincare line, Klued represents empowerment, offering not only solutions for the skin but also confidence and opportunity for its users.

See Our Ingredients

Our Values

Integrity

We lead with honesty and earn trust every day.

Passion & Purpose

We go beyond skincare—empowering change and making an impact.

Accountability

We own our promises, our process, and our purpose.

Excellence

We craft world-class quality that doesn't cost a fortune.

Empowerment

We uplift confidence, embrace individuality, and inspire growth.

Transparency

No secrets. Just real conversations and real care.

See Our Journey in Pictures

Take a closer look at the experiences and memories that make us unique.

Five women holding Klued bags in an outdoor setting

Person holding a Klued product box with various Klued skincare products in the background.

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Explore Our Gallery

Featured In

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The Game Changers Reshaping Filipino Beauty Culture

How four Filipino-led brands are addressing gaps, challenging outdated norms, and broadening what beauty looks like in the Philippines today

Issy Cosmetics and Klued: Encouraging Diversity and Inclusivity Through TikTok Shop

On the other hand, Klued is a brand that was established in 2022 and is more widely recognized for entering the skincare industry. The brand is co-founded by Maximo Canega and Emilio Chua, with the main goal of providing premium quality products for customers while being accessible to everyone. Klued is committed to filling the significant gap in the market by offering tailored skincare solutions that address specific concerns. In doing this, it is ideal that customers can understand how to achieve the best results with their products. This consumer-centric approach is the reason why Klued has been able to gain so many loyal customers in such a short period of time.

Three bottles of Klued Pore-Purifying Cleansing on a white surface with a blurred background.

Klued launches gentle yet effective Pore-Purifying Cleansing Oil

Filipino skincare brand Klued marked a significant milestone with the launch of its Pore-Purifying Cleansing Oil at a lively event held recently at Odd Café in Ortigas.

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A Skin-Care Brand for the Ones Who Don’t Fit the Mold

Klued Skincare is making beauty more inclusive and accessible for every kind of skin.

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Get Klued Up with Klued

What does it take to build a brand that exudes quality and affordability? Clue: knowledge and passion!

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Klued’s New Pore-Purifying Cleansing Oil Is the Skincare Game-Changer You’ve Been Waiting For

When it comes to skincare, Filipinos know that battling oiliness, humidity, and acne-prone skin is a daily grind. But homegrown brand Klued just dropped a new essential that promises to make your skincare routine simpler, smarter, and way more effective: the Pore-Purifying Cleansing Oil.

Klued skincare products including toner, serum, and moisturizer on a woven mat with packaging in the background.

Klued 2% BHA Exfoliating Toner and 5% Niacinamide Serum | Review

Hello, hello! I’ve got another skincare review for you guys from Klued. The brand recently released their niacinamide serum and I’ve been using it together with their BHA toner. In case you guys don’t know, niacinamide and salicylic acid work well together, more so for those with oily and acne-prone skin. So if you want to know my experience and thoughts on these, continue reading.

10 Local Filipino Brands You Should Definitely Watch Out For

You’ll definitely learn a thing or two about skincare with Klued. With their passion for skincare, their mission is to spread skincare knowledge through every product sold. Take it from their 2% Salicylic Acid Gentle Cleanser which was made to help with face and body acne problems by unclogging pores and reducing excess sebum without drying your skin out.