About Endless beauty by hbs
Endless beauty by hbs is a Philippine beauty and personal-care brand specializing in skincare, body care, and cosmetic products. Associated with Endless Beauty HBS Beauty and Wellness Products Trading, the brand offers a range of facial care, cleansing, exfoliation, moisturizing, skin-brightening, scar care, and underarm care items. Its official tagline is “Capture beauty with both hands.”
The brand evolved from an earlier business known as House of Beauty Secrets (HBS). Public records and independent coverage identify Jamie Canlas Prado as the founder and owner responsible for developing Endless beauty by hbs. A trademark application for the brand was filed in the Philippines in April 2021 under Prado’s name.[1]
History
Independent profiles from 2021 trace Jamie Prado’s entry into the beauty industry to a small-scale resale operation, reportedly started with ₱1,500 borrowed from her husband to purchase soaps. She eventually expanded her network of customers and resellers before transitioning to product development under her own label. This evolution led to the creation of Endless beauty by hbs from the original House of Beauty Secrets identity.[2]
Company materials explicitly describe Endless beauty by hbs as “formerly known as House of Beauty Secrets.” The brand’s claimed heritage dates to 2007, as indicated by the phrase “Since 2007” in its trademark filing, although the precise corporate chronology between the earlier entity and the current brand requires further documentation.[1]
Business model
Endless beauty by hbs operates primarily through a reseller- and distributor-oriented model rather than conventional physical retail. The brand promotes opportunities for individuals to become independent sellers, with its website offering dedicated reseller packages for prospective partners.
Coverage from 2021 noted that the company emphasized distributors, sellers, and dealers both in the Philippines and abroad, positioning its beauty products alongside an accessible small-business opportunity.[2] This direct-selling structure remains a defining characteristic of the brand’s identity.
Product range
The brand offers a broad portfolio of skincare and personal-care products rather than focusing on a single category. Documented offerings include:
- Bleaching Soap / Bleaching Soap Advanced
- Facial soaps and facial-care products
- Tomato Soap
- Snail Soap
- Tofu Lotion
- Gluta Lotion
- Scar Cream
- Scar Kids Cream
- Bleaching Cream / Night Cream
- Oil Control with Sunblock
- Medicated Astringent
- Clarifying Lotion
- Exfoliating Solution
- Underarm Whitening Kit
- Whitening Deodorant
- 3-in-1 Deodorant Spray
- Melasma Kit
- Eyelash Growth Serum
- Skin Polish
- Various facial, body, and skincare sets
The catalog has historically emphasized skin-brightening and cleansing products, while also addressing concerns such as scarring, oil control, underarm appearance, exfoliation, and moisturization.
Notable products
Bleaching Soap Advanced
Bleaching Soap Advanced is among the products most strongly associated with the brand and was identified as a best-seller in 2021.[2] The Philippine Food and Drug Administration (FDA) verification portal records a cosmetic product notification for this item (145 g) under Endless Beauty HBS Beauty and Wellness Products Trading, issued on November 25, 2023. An earlier Bleaching Soap variant received FDA notification in September 2020.
Facial-care products
The brand’s facial line includes Bleaching Advanced Perfect Facial Soap and Bleaching Advanced Perfect Facial Toner. FDA records show notifications for the facial soap issued in April 2022 and for the toner in January 2024.
Scar-care products
Scar care is another established category for Endless beauty by hbs, with Endless Beauty Scar Cream listed on the official website and available through third-party marketplaces.
Regulatory status
As a cosmetics seller in the Philippines, Endless beauty by hbs falls under the country’s cosmetic-product regulatory framework. The Philippine FDA database contains multiple cosmetic product notifications bearing the brand name and identifying Endless Beauty HBS Beauty and Wellness Products Trading as the company. These include entries for Bleaching Soap, Bleaching Soap Advanced, Skin Polish, facial soap, and facial toner.
It is important to distinguish FDA cosmetic notification from “FDA approval.” A listing in the FDA cosmetic database confirms that a notification exists but does not independently validate all marketing claims made about a product. Additionally, some older notifications have reached their expiration dates; for example, the 2020 Bleaching Soap notification expired on September 16, 2023, and the 2022 facial-soap notification expired on April 11, 2025.
Trademark
The Intellectual Property Office of the Philippines published a trademark application for ENDLESS BEAUTY BY HBS SINCE 2007 SHINE BRIGHT LIKE A DIAMOND, filed on April 18, 2021, with Jamie Canlas Prado as the applicant. The application covered Class 3 goods, including cosmetics, cosmetic preparations, and skincare cosmetics.[1]
The IPO publication indicates that descriptive terms such as “BEAUTY,” “SINCE 2007,” “SHINE,” and “BRIGHT” were disclaimed individually from exclusive rights. Protection applies to the mark as a whole rather than granting separate ownership of these common terms.[1]
Marketing and public profile
Endless beauty by hbs has historically relied on social media and direct-selling channels for marketing. Its website directs customers to private messaging for orders and provides information for prospective resellers.
In 2021, Filipino actress Glaiza de Castro was publicly presented as an endorser for the brand. Coverage of the endorsement highlighted the affordability of the products and the company’s distributor network, providing visibility beyond the brand’s established direct-selling audience.[2]
Brand positioning
Endless beauty by hbs is broadly characterized as an affordable Philippine skincare brand with a significant direct-selling component. Its market positioning combines three elements:
- Accessible beauty products positioned at modest price points.
- Skin and body care focusing on cleansing, brightening, exfoliation, moisturizing, and scar treatment.
- Entrepreneurship through reselling, actively encouraging customers to become distributors.
This combination distinguishes the brand from conventional cosmetics retailers, as the reseller network is integral to its broader business identity.
Online presence
The brand maintains an official website where products, customer feedback, ordering details, and the reseller program are presented. Endless beauty by hbs products are also available through Philippine e-commerce platforms such as Shopee and TikTok Shop, though individual marketplace listings may belong to independent resellers rather than the manufacturer.
