Luxelle was publicly launched in November 2021 when sisters Heart Evangelista and Camille Ongpauco introduced their beauty and wellness business venture. Contemporary coverage described Luxelle as the company’s premium skincare line, positioned to bring a luxurious spa experience into the home.

Luxelle emerged as one of three brands introduced under the Pure Living business in 2021. The other two were Ultima, focused on aromatherapy and wellness products, and VitaSense, which specialized in water filters and wellness items. Luxelle was designated as the group’s dedicated beauty and skincare arm.

Evangelista and Ongpauco presented the concept as an effort to make luxury living more attainable, rather than restricting premium beauty experiences to professional spas or expensive clinical treatments. Early Luxelle offerings included facial cleansers, serums, creams, and specialized skincare products.

The brand holds an official intellectual property record in the Philippines: the LUXELLE mark was filed on 19 July 2021 by Pure Living Wellness International Inc., covering skin-care lotions (cosmetic) under Class 3.[2]

Luxelle’s current brand description centers on the idea of going “back to basics” by focusing on the skin itself. The brand states it is designed to accommodate different skin tones, conditions, needs, and aspirations while utilizing scientifically supported ingredients and formulations intended to provide progressive results.[1]

Its positioning encompasses several key pillars:

• Luxury: Premium-looking products and an elevated self-care experience.
• Accessibility: Bringing a spa-like or professional beauty experience into the home.
• Science-led skincare: Emphasis on active ingredients and contemporary skincare technologies.
• Inclusivity: Products positioned for different skin types, tones, and concerns.
• Self-care: Skincare presented not merely as maintenance but as a pampering ritual.

This combination serves as Luxelle’s interpretation of “attainable luxury.”

Luxelle has expanded considerably beyond its original skincare assortment. Its current catalog includes both conventional skincare and beauty technology, with the official store listing dozens of products across these categories.[1]

Skincare

The skincare portfolio includes cleansers, facial creams, serums, moisturizers, sunscreens, face and body products, targeted treatments, eye and neck treatments, and hydrating or soothing formulations. Notable examples include the Biohydra³ Serum Mist, Retinol + Bakuchiol Cell-Turnover Serum, Centella Sun Serum SPF50+ PA++++, and GLOW Sunshield Glow Milk.[1]

24K Gold collection

One of Luxelle’s most recognizable product families is the 24K Gold line, positioned around luxurious, luminous, and anti-aging-oriented skincare. The 24K Gold Luminous Face Cream, for instance, contains gold foil alongside peptides, sodium hyaluronate, panthenol, and allantoin. Watsons currently lists this product at ₱1,260.[3]

The gold theme contributes significantly to the brand’s visual identity, combining the aesthetics of traditional luxury cosmetics with contemporary skincare ingredients.

Glow collection

The GLOW range focuses on radiance, brightening, and daily protection. Current products include the GLOW Sunshield Glow Milk, Centella Sun Serum, The Luxelle Bar, and other glow-oriented skincare items. The Centella Sun Serum is marketed as a lightweight sunscreen with SPF50+ PA++++ that provides hydration and a dewy finish; Watsons identifies its origin as Korea.[3]

Treatment products

Luxelle offers specialized treatments designed for concerns such as uneven skin texture, signs of aging, dullness, hydration, skin firmness, dark spots, and skin renewal. The catalog includes products like the Hyalu Spicule 100 with Radiance Beauty Serum and various retinol and bakuchiol treatments.[1]

A distinctive aspect of Luxelle is that it is not limited to topical skincare. The brand has developed an assortment of at-home beauty devices, including:

• RF Beauty Wand
• RF Micro-Sculpt Guasha
• Ultrasonic Soft Peel Device
• Microdart Roller
• IPL Hair Removal Laser
• Low Level Laser Growth Comb
• Plasma Spot Treatment Device
• Dualuxe Facial Cleanser

These devices are listed alongside skincare lines in the official catalog.[1] The RF Micro-Sculpt Guasha combines the visual language of traditional gua sha with electronic beauty-device technology, while the Microdart Roller is marketed as a microneedling-style product featuring a dissolving needling head infused with hyaluronic acid and other active ingredients.

This approach differentiates Luxelle from conventional Philippine skincare labels by attempting to build an ecosystem that combines cosmetics, skincare treatments, and beauty technology.

Luxelle’s aesthetic is strongly associated with modern feminine luxury. Visual and marketing materials typically emphasize gold and metallic accents, clean premium packaging, spa-inspired self-care, glowing skin, facial rituals, and professional-looking beauty technology. This style blends luxury cues with contemporary Korean-inspired skincare trends, positioning the brand between mass-market skincare and high-end professional beauty treatments.

“Attainable luxury” remains a central positioning concept for Luxelle. At the 2021 launch, Heart Evangelista described the broader business concept as providing an opportunity to experience luxury living in an accessible manner, translating this idea specifically into skincare and beauty.

In practical terms, the strategy combines a luxury appearance, modern ingredients, beauty technology, and relatively accessible retail pricing. Products on the Pure Living store currently range from several hundred pesos for simpler skincare items and tools to several thousand pesos for advanced beauty devices.[1]

While Luxelle is a Philippine brand, not all products are manufactured locally. For example, Watsons identifies the Centella Sun Serum and the Microdart Roller as originating from Korea, whereas the 24K Gold Luminous Face Cream is identified as originating from China.[3] Consequently, Luxelle is accurately described as a Philippine beauty brand regarding ownership and operation, rather than claiming universal domestic manufacturing.

Luxelle products are distributed through multiple channels within the Philippines. The brand maintains a dedicated collection via Pure Living’s online store and is also available through major retail and e-commerce platforms such as Watsons Philippines and Shopee Philippines.[1]

The brand’s Shopee presence features both skincare and beauty devices, including the IPL Hair Removal Laser, RF Beauty Wand, Microdart Roller, and RF Micro-Sculpt Guasha.

Luxelle’s launch garnered significant attention due to its association with Heart Evangelista, a prominent Philippine actress, artist, fashion personality, and social media figure, alongside her sister Camille Ongpauco. Contemporary reports identified the sisters as the driving force behind the Pure Living beauty and wellness venture.

Evangelista’s involvement helped establish a strong fashion and luxury lifestyle identity for Luxelle, distinguishing it from purely clinical or pharmaceutical-style skincare brands.

Luxelle occupies several overlapping segments within the beauty market:

The brand’s primary differentiator is arguably the integration of skincare and beauty devices rather than reliance on any single ingredient or product.

Luxelle products appear in the records of the Philippine FDA. Cosmetic notifications identify products such as GLOW Skin White Frost Créme and GLOW Face Glowing Cleanser under the LUXELLE brand, with Pure Living Wellness International Inc. listed as the responsible company. These regulatory records help distinguish the Philippine brand from similarly named but unrelated international entities.

Luxelle is currently characterized as a Philippine premium beauty and skincare brand that combines conventional cosmetics with at-home beauty technology. Its evolution since the 2021 launch has progressed from premium skincare to a broader treatment portfolio and eventually to an integrated at-home beauty ecosystem involving cleansing, treatment, hydration, protection, and device-assisted care.

1. Luxelle
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3. LUXELLE, LUXELLE 24K Gold Luminous Face Cream | Watsons Philippines