Klued was founded by Maximo Cañega Jr., inspired by his personal struggles with severe acne and the difficulty of finding effective yet affordable skincare products. His goal was to create a brand that combines premium-quality formulations with accessible pricing for everyday consumers. The company was later co-founded with Emilio Chua, and together they positioned Klued as a local skincare brand that bridges the gap between clinical skincare and consumer-friendly products. Since its launch, Klued has rapidly expanded its product portfolio and established a strong presence through e-commerce, social media, and local beauty retailers. [2]

Klued’s philosophy centers on three principles:

• Science-backed formulations using well-researched active ingredients.

• Affordable pricing without compromising formulation quality.

• Transparency, with products clearly labeled according to their active ingredients and concentrations.

Rather than promoting complicated skincare routines, Klued encourages consumers to understand what ingredients they are using and why they are beneficial for specific skin concerns. [3]

According to the company, Klued’s mission is:

To make premium, world-class skincare affordable and accessible while helping consumers make informed skincare choices through education and transparency. [4]

Klued aims to become a skincare company driven by integrity, passion, accountability, excellence, empowerment, and transparency, while making a lasting positive impact on individuals and communities. [5]

Klued offers a variety of skincare products focused on common dermatological concerns. Its lineup includes:

• Facial cleansers

• Hydrating cleansers

• Cleansing oils

• Chemical exfoliating toners

• Brightening serums

• Niacinamide serums

• Retinol treatments

• Moisturizers

• Ceramide-based products

• Sunscreens (SPF50+ PA+++)

• Skin barrier repair products

Many formulations feature ingredients commonly recommended in dermatology, including:

• Salicylic acid (BHA)

• Niacinamide

• Vitamin C

• Retinol

• Ceramides

• Oat extract

• Hyaluronic acid

• Mandelic acid

These ingredients are selected to address acne, uneven skin tone, enlarged pores, excess oil, dehydration, and weakened skin barriers. [6]

Klued positions itself as:

• Science-first

• Ingredient-focused

• Inclusive

• Affordable

• Transparent

Its minimalist packaging highlights the key active ingredients, making products easy for consumers to identify and incorporate into personalized skincare routines. [7]

The company identifies six core values:

• Integrity

• Passion & Purpose

• Accountability

• Excellence

• Empowerment

• Transparency [8]

Since its launch, Klued has been featured by Philippine lifestyle and beauty publications for its contribution to making skincare more inclusive and affordable. The brand has also built a strong online community, particularly among consumers interested in ingredient-focused skincare. [9]

Klued is positioned within the affordable skincare segment while adopting formulation principles commonly associated with premium skincare brands. Its products are marketed toward beginners as well as experienced skincare users seeking effective active ingredients without high prices. [10]

Some of Klued’s best-known products include:

• 2% Salicylic Acid Gentle Cleanser

• Barrier Support Hydrating Jelly Cleanser

• Double Oat Moisturizer

• 5% Niacinamide Serum

• Multi-Brightening Complex Serum

• 2% BHA Exfoliating Toner

• Ceramide Daily Barrier Hybrid Sunscreen SPF50+ PA++++

• Pore-Purifying Cleansing Oil [11]

Klued has generally received positive feedback from skincare communities for its gentle formulations, affordability, and effective ingredient combinations, particularly for acne-prone and oily skin. Consumer discussions often highlight the brand’s cleansers, niacinamide serum, and moisturizers as standout products, although experiences vary depending on individual skin type. [12]

1. About Klued | Our Story, Mission & Skincare Values

2. Klued | Affordable, Science-Backed Skincare for Filipino Skin

3. KLUED SKINCARE

4. Klued skincare products

5. Inclusive Skin Care for the Ones Who Don’t Fit the Mold

6. About kluē

7. About – Klue Skin

8. Products – Klued

9. Collections – Klued

10. Klued Skincare Products | Affordable, Science-Backed Care for Filipino Skin

11. Klued – 10% Niacinamide Serum 30ml

12. 5% Niacinamide Serum | Brighten & Repair Skin Barrier | Klued