The corporate entity behind the brand is Esme Enterprise. Records from the Intellectual Property Office of the Philippines (IPOPHL) identify Donny Lloyd A. Lee, doing business as Esme Enterprise, as the applicant for the trademark “ESME ORGANICS LOVE BY PEOPLE”. The application was filed on January 9, 2019, under Class 3 for cosmetics made of organic ingredients.1

It is important to note that the inclusion of the word “Organics” in the brand name does not imply universal organic certification for all products. The trademark record specifically states that no exclusive right is claimed to the word “ORGANICS” apart from the mark as a whole. Public records indicate that Esme Enterprise operates as the business entity behind the brand rather than a large incorporated cosmetics corporation.

Early years and evolution

Public references indicate that ESME Organics was active in the Philippine beauty market by the early 2010s. A 2012 feature in a local beauty blog introduced Esme Organics as a newly established business offering body scrubs, emphasizing natural ingredients and affordable pricing.3

By the mid-2010s, the brand’s focus shifted significantly toward hair removal. By 2017, it was recognized as a local brand offering cold and taffy waxes in multiple variants. This trajectory suggests an evolution from general body care and skincare toward a specialized focus on DIY cold and sugar wax. The brand subsequently gained visibility in mainstream beauty media, including participation in events such as Cosmopolitan BEAUTYCON in 2019.

Recent developments

In recent years, ESME Organics has expanded its hair-removal line with products like Hair Begone, a soft wax formulation. Regulatory filings from 2024 and 2025 document continued product notifications for both traditional cold waxes and newer sugar wax variants, indicating ongoing product development and compliance with Philippine FDA requirements.4

Cold wax and sugar wax

The flagship category for ESME Organics is cold wax, specifically kneadable sugar wax designed for use at room temperature without heating. Unlike traditional hot wax, this product is manipulated by hand before application. The brand is noted for offering an extensive variety of scents and flavors, distinguishing it from conventional clinical wax brands. Variants have included:

• Honey
• Aloe Vera
• Watermelon
• Candy Chocolate
• Milk Tea
• Marshmallow
• Juicy Apple
• Jelly Fruit
• Charcoal

This diverse flavor profile contributes to a playful brand positioning that frames waxing as a sensory lifestyle activity rather than solely a functional grooming procedure.

Hair Begone line

A more recent addition to the portfolio is the Hair Begone line. Product listings and regulatory notifications describe Hair Begone Sugar Hair Removal Soft Wax as a spill-proof soft wax intended for hair removal and skin texture improvement. Notifications for this product line, including a 250g variant, have been issued by the Philippine FDA.4

Skincare and body care

Although hair removal is now the dominant category, ESME Organics has historically offered other personal care items. Past product lines included body scrubs and facial skincare, such as the Glass Glow Antidote A+ serum. Current retail listings continue to feature Pure Camellia Oil, marketed as a multi-use oil for hair, skin, and nails.

ESME Organics positions itself as an accessible, budget-friendly alternative to salon services. Its core value proposition centers on:

• DIY convenience: Products are designed for self-application at home.
• Affordability: Pricing targets budget-conscious consumers, with historical price points cited around ₱120 for standard tubs.
• Accessibility: Strong e-commerce presence allows reach beyond major urban centers.
• Playful identity: Scent variety and colorful packaging appeal to younger demographics.

The primary target market includes teenagers, young adults, and frequent waxing users seeking cost-effective home solutions. The brand’s growth has been closely tied to Philippine social media and beauty blogging culture, where video demonstrations of the kneading and application process drive engagement.

ESME Organics operates with an e-commerce-first business model. Its official Shopee Philippines storefront, operated as “Esme Enterprise | ESME ORGANICS,” serves as a primary retail channel. As of recent data, the store maintains a high seller rating and a substantial follower base, with individual wax products recording tens of thousands of units sold.

Unlike traditional beauty brands that rely heavily on brick-and-mortar department store distribution, ESME Organics has built significant visibility through online marketplaces and social commerce. This distribution strategy aligns with its DIY positioning and target demographic.

ESME Organics maintains multiple entries in the Philippine Food and Drug Administration (FDA) Cosmetic Product Notification database. Documented notifications include:

• ESME ORGANICS COLD WAX (Honey, Watermelon, Aloe Vera variants): Notification issued May 7, 2024.4
• HAIR+BEGONE SUGAR HAIR REMOVAL SOFT WAX (250g): Notification issued July 17, 2025.
• Additional cold wax notifications dating from 2022 and 2023.

These records establish the brand’s regulatory compliance for cosmetic products in the Philippines. However, a cosmetic product notification constitutes a regulatory filing and should not be interpreted as an endorsement of medical efficacy or universal safety.

While ESME Organics has a verifiable presence through trademark records, FDA notifications, and e-commerce platforms, certain corporate details remain undocumented in public sources. Information regarding the founder’s biography, exact founding date, annual revenue, employee count, manufacturing facilities, and ownership structure beyond the trademark applicant is not publicly available. Encyclopedic coverage of the brand is therefore limited to verifiable regulatory, commercial, and media records.

1. Intellectual Property Center, 28 Upper McKinley Rd.
2. Esme Organics by Vidhi Savani
3. Gelleesh: Esme Organics
4. Registration Number Product Name | NN-1000012817565 ESME ORGANICS COLD WAX