When economies shrink, the beauty industry often thrives. Economists call it the “lipstick effect”—when people can’t afford big luxuries, they turn to smaller ones that lift the spirit.
Skincare reigns supreme — and brands that deliver practical indulgence have become essential in times of financial uncertainty. But why does beauty — and specifically skincare — endure during recessions? Because it offers something larger than aesthetics. It is a ritual of control in uncertain times, a daily affirmation that one’s well-being still matters. A cleanser at the sink each morning or a cream before bed is more than skincare — it is ceremony, resilience, and comfort.
In the Philippines, one such brand has been quietly rewriting the rules of resilience. Infinite Vida Skin Care positions itself as more than a beauty line — it is a philosophy of self-care, balance, and confidence that endures even when wallets are under pressure.
Vida was conceived not in corporate boardrooms but at the crossroads of aspiration and practicality. Founded by Filipino entrepreneurs Willy Tee Ten and Owee Cruz — with backgrounds in motoring, retail distribution, and fast-moving consumer goods — the brand emerged with a clear vision: skincare that feels indulgent but remains accessible.
While global conglomerates chase prestige pricing and mass-market players cut corners, Infinite Vida found its sweet spot — quality rooted in everyday relevance. It is proudly Filipino in ownership and spirit, yet manufactured to international standards, drawing inspiration from the innovation and elegance of Korean beauty formulations.
Infinite Vida taps directly into this psychology. Its products are priced thoughtfully, making them attainable indulgences. The brand doesn’t sell vanity; it sells confidence that weathers the storm.
“Whenever you’re happy, you want to be beautiful; whenever you’re sad, you want to be beautiful as well,” shares Owee Cruz. “That’s why beauty isn’t about vanity — it’s about comfort.”
Related story: Teenage makeup: What’s appropriate–and what’s not?
Related story: Soft, supple skin: Experts reveal the best ways to moisturize
Related story: If you’re traveling in winter, here’s how to prevent dry, cracking skin
Emotional value
Beyond ingredients and packaging, Infinite Vida thrives because it offers what so many consumers crave: emotional value. The act of applying a serum isn’t just about smoother skin — it’s about reclaiming a moment of calm, practicing care, and facing the day with assurance.
In this sense, Infinite Vida reminds its community that beauty is not frivolous. And in times of hardship, that belief becomes a shield against stress and uncertainty.
What’s inside the bottle
Infinite Vida’s product line may look minimalist, but its formulations are anything but ordinary. Each item is designed to address core skin concerns with science-backed ingredients:
• Niacinamide brightens and evens skin tone.
• Hyaluronic Acid plumps and deeply hydrates.
• Madeca Complex and Centella Asiatica calm irritation and strengthen the skin barrier.
• Jeju Lotus Flower Extract infuses antioxidant power and a touch of K-beauty prestige.
• Gentle AHA, BHA, and PHA exfoliants refine texture without overwhelming sensitive skin.
These ingredients are dependable workhorses, chosen for their proven track record of delivering results. That dependability becomes invaluable in lean times, when consumers want every peso spent to count.
Essentials that make sense
Infinite Vida’s lineup is compact but complete — the brand offers a cleanser, toner, serum, moisturizer, and sunscreen. It’s a no-nonsense approach that strips away the clutter of 12-step routines and focuses on essentials that work.
• Doux Cleanser washes away impurities without stripping the skin.
• Lotus Soothing Toner resets and calms.
• Lotus Booster Ampoule hydrates and brightens.
• Glow Vita Cream locks in nourishment for lasting radiance.
• Tone Up Sun Serum combines broad-spectrum protection with a brightening finish.
This curated range appeals to modern consumers who crave simplicity without sacrificing efficacy. In a time when people are reevaluating what they really need, Infinite Vida makes the case for quality over clutter.
The global economy may rise and fall, but Infinite Vida proves that some things are constant: the human desire for self-care, the comfort of ritual, and the power of a radiant face to carry us through the hardest seasons.
Visit Vida Skin’s website for more information.
