About Klued | Our Story, Mission & Skincare Values

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

Klued

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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Klued 2% BHA Exfoliating Toner packaging on a light blue background

Made for You

Klued Skincare is for real people with real skin concerns. Whether you’re a student struggling with acne, a young professional dealing with stress-related breakouts, or someone simply looking for affordable yet effective skincare, Klued is made for you. Klued is designed for all skin types, all genders, and all ages, because we believe skincare should be inclusive and approachable.

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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.

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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.

Four people posing together in a modern office setting

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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

Makeup products on one side and skincare products on the other, with Klued branding.

Issy Cosmetics and Klued redefine beauty and skincare with TikTok Shop

In a beauty industry once limited by a lack of diversity and inclusivity, Issy Cosmetics and Klued have emerged as local beacons of positive change. These LGBT-owned businesses have leveraged the innovative capabilities of TikTok Shop to expand their reach and promote a more inclusive definition of beauty.

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!

Hand holding a bottle of Klued Purifying Oil with a blurred background

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.