Kojie.san marked its 20th anniversary with a landmark celebration titled “The Icon Turns 20,” celebrating two decades of consumer trust, recognition, and continuous evolution.
What began with the iconic Kojie.san Kojic Acid Soap has grown into one of the Philippines’ most recognizable homegrown beauty brands. Over the past two decades, Kojie.san has continued to evolve with its consumers, expanding beyond the product that started it all and responding to changing beauty, skincare, and personal care needs.
“Twenty years is difficult to measure simply in years. I remember it in choices, in the people who chose Kojie.san, and in every person who helped build BEVi with me,” said Jazz Burila, Founder and CEO of Beauty Elements Ventures, Inc. (BEVi), the company behind Kojie.san. “Millions of small moments, repeated over twenty years, become something much bigger. They become trust. And trust is something no company can manufacture. It has to be earned, again and again.”
The milestone evening spotlighted the artistry of world-renowned aerialist Mizuki Shinigawa, star of Kojie.san’s “Command Your Rise” campaign, who delivered an aerial performance that set the tone for the night.
The celebration also offered a glimpse into what comes next for Kojie.san and the broader portfolio of brands under BEVi.
Bringing “Protection Reimagined” to life, BEVi officially introduced the expansion of its Defensil range with new everyday germ protection solutions and unveiled TV host Kuya Kim Atienza as its newest brand ambassador.
Expanding its footprint in personal care, BEVi announced Bio Camilo Hair and Scalp Care, a specialized line formulated with natural ingredients designed to combat hair loss and encourage fuller, healthier regrowth. The company also introduced Cacay Cure Exponential Care, a premium botanical skincare collection powered by Cacay Oil to provide multi-condition care for skin, lips, hair, nails, and scalp concerns. Venturing into fragrances, BEVi also revealed Freshly Piqued, a collection that reimagines familiar fruits into four distinct and unexpected scent profiles.
Reflecting changing attitudes toward modern men’s grooming, Kojie.san Men revealed a stronger new identity alongside an expanded product lineup, opening a bold new chapter for the brand. Meanwhile, Kojie.san Sun Protectreinforced its mission to make sun protection a non-negotiable part of the daily routine rather than a seasonal necessity.
Signaling the continued premiumization of BEVi’s skincare portfolio, Diamond Skin delivers elevated formulations for consumers seeking premium skincare solutions. In anti-aging care, DreamWhite by Kojie.san launched its latest campaign anchored on the premise “Your skin remembers everything,” encouraging timeless skin care.
Closing out the major reveals was the launch of qloud, a new digital ecosystem built around making everyday luxury more accessible, providing customers with a curated marketplace spanning beauty, fashion, wellness, lifestyle, and consumer products designed for everyday use while elevating everyday moments. The reveal brought this vision of the future to life with humanoid robots taking the stage.
The celebration featured a lineup of performances reflecting the different worlds brought together for the milestone. Powerhouse vocalist Gigi De Lana captivated the audience, while Drag Race Philippines Season 3 drag superstar Maxie Andreison brought her signature energy to the stage. Singing champion Jed Madela also took the stage, alongside performances by Repertory Philippines, Legit Status, UPeepz, and Ellipsis.