Southeast Asia’s sales landscape is shifting fast, driven by rapid digital adoption, value-focused buying, and rising sustainability priorities. Notably, e-Commerce surged to $201.92 billion in 2024 and is set to grow at a 21.1 percent CAGR through 2033, as consumers demand seamless, mobile-first experiences. Moreover, families increasingly look for high-quality, reliable, and affordable products, with eco-friendly choices influencing how they shop.
Amid this momentum, many still face economic vulnerability. In the Philippines, 15.5 percent of the population (over 17 million people) live below the poverty line, and underemployment and irregular income continue to limit stable livelihood opportunities.
It is in this context that Personal Collection (PC) has built its purpose-driven business. By offering accessible income-earning opportunities through direct selling, PC empowers individuals to create stable livelihoods while providing households with trusted, high-quality products.
The Guiding Vision
PC’s mission is to inspire and nurture people through life-changing opportunities, meeting individuals where they are and equipping them with the tools to pursue their dreams. The company is guided by a clear and enduring vision: A Great Life for Every Family. This vision defines what the company stands for and why it exists. It reflects a belief that progress should be inclusive, practical, and rooted in improving everyday life, not just for individuals, but for entire households and communities.
This vision is shaped by five core values that guide how the company operates and grows: humility, innovation, excellence, responsibility for the environment, and people development. These values ensure that Personal Collection’s pursuit of growth remains grounded, ethical, and people-centered.
To deliver a Great Life, the company continuously evolves its products and systems to better serve families and empower its dealer community. Innovation at Personal Collection is purposeful. It is focused on improving quality, accessibility, and ease of doing business, ensuring that both customers and dealers are supported by reliable products and efficient, enabling platforms.
Caring for the environment is an important part of this broader commitment. Through initiatives such as the #GreenLifeGreatLife movement, the company integrates sustainability into its operations, including innovations in biodegradable packaging. This movement, which has received 45 local, regional, and international awards, reflects Personal Collection's responsibility to grow the business while being mindful of its impact on the planet.
PC’s vision is grounded in the leadership of Jerome C. Tuguin, President and CEO of Personal Collection, whose approach is defined by clarity, discipline, and empowerment.
He emphasizes understanding root causes, aligning teams around outcomes, and equipping people with the mindset and tools needed for long-term success. By balancing empathy with logic, he ensures that decisions remain anchored on both the company’s values and its responsibility to families and communities.
In total, by balancing empathy with logic, Jerome grounds decisions in facts and the company’s best interest, communicating directly and purposefully to inspire alignment, action, and high-quality execution. "By uniting opportunity, quality, and sustainability, we enable families to rise above challenges and move toward greater security and progress", states Jerome Tuguin, President & CEO, Personal Collection.
Everyday Essentials
PC offers a broad portfolio of award-winning, high-quality essentials designed to meet the everyday needs of families. Each category reflects how families live, care, and grow, anchored in performance, innovation, and value.
The company’s home care line began with Tuff Toilet Bowl Cleanser and has since expanded into a comprehensive range of reliable cleaning essentials. Its personal care offerings cover oral care, hair care, body care, and skin care, providing everyday protection and confidence. The fragrances portfolio offers accessible luxury with long-lasting scents, while men’s care products address grooming and hygiene needs.
Baby care items are gentle and safe for sensitive skin, and the intimate apparel line emphasizes comfort and durability. Finally, the health care offerings include nutritious drinks and supplements, complemented by the In The Mood Cosmetics collection, which celebrates self-expression and self-care.
Smart Edge
The company integrates technology and innovation to drive business growth through three pillars: streamlining operations, enabling data-driven decisions, and enhancing customer experience. Additionally, the company digitizes and automates core processes to improve efficiency and reduce manual work.
Notably, PC leverages data analytics for forecasting, inventory management, product development, and customer targeting. The company also enhances digital touchpoints such as e-commerce platforms, mobile solutions, and CRM tools to provide more personalized and accessible engagement.
By uniting opportunity, quality, and sustainability, we enable families to rise above challenges and move toward greater security and progress
Purpose to Progress
Personal Collection began with Founder Willie Evangelista’s belief that every person deserves access to meaningful livelihood opportunities. From eight dealers, eight employees, one product, and a single office-warehouse, the company grew by staying anchored in the purpose of empowering ordinary people to earn, grow, and transform their futures through direct selling. This mission remains unchanged even as PC steps into a more technologically advanced era.
Today, the company builds on its founding vision by embracing intelligent technology, seamless integration, and an evolving AI ecosystem that automates tasks, provides insights, and predicts needs.
Additionally, the company invests in capability building, supply chain expansion, breakthrough product innovation, and multi-year dealer development programs to equip its community for long-term success.
With its first international expansion to Malaysia in 2023, the company aims to expand further while applying regional learnings. In total, it seeks to strengthen digital enablement, dealer empowerment, and localize product strategies across ASEAN, creating a scalable, purpose-driven pathway for global growth.
Jerome C. Tuguin, President & CEO, Personal Collection
Jerome C. Tuguin, President & CEO of Personal Collection Philippines (PCDSI) and Personal Collection Malaysia (PCSB), brings over 30 years of leadership experience across major food and beverage businesses.
Since assuming leadership in 2021, he has guided both organizations with a focus on strategic growth while advancing the mission of uplifting families through sustainable and inclusive direct selling.
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