Vice Cosmetics was founded by Filipino comedian and TV host Vice Ganda (real name Jose Marie Borja Viceral) in 2017. He remains a co-founder and the face of the brand, though day-to-day leadership has shifted to a co-CEO structure as Vice Ganda has focused more time on his entertainment career.
It’s a distinctly Filipino success story — a celebrity-founded beauty brand that built its identity around affordability and shade-range inclusivity in a market long dominated by imported, pricier cosmetics.
Quick Facts
| Brand | Vice Cosmetics |
|---|---|
| Founder | Vice Ganda (Jose Marie Borja Viceral) |
| Founded | 2017 |
| Country | Philippines |
| Current Co-CEOs | Ana Samaco and Cathryn Lao |
| Category | Affordable cosmetics and makeup |
| Notable Record | Guinness World Record for most people applying lipstick simultaneously |
Ownership History
| Year | Development |
|---|---|
| 2017 | Vice Ganda launches Vice Cosmetics, aiming to make quality makeup affordable and accessible across the full range of Filipino skin tones |
| 2017-2020s | Brand grows rapidly through social media marketing and Vice Ganda’s celebrity platform, becoming a leading local cosmetics name |
| Recent years | Vice Ganda steps back from daily operations to focus on his television and film career, remaining involved as co-founder while operational leadership shifts to co-CEOs Ana Samaco and Cathryn Lao |
Key Ownership Highlights
- The co-CEO model led by Ana Samaco and Cathryn Lao is described as a rare structure in the Filipino beauty industry, and one of the first of its kind there.
- Vice Ganda’s celebrity status was central to the brand’s early growth, but the company has since built an operational leadership team independent of his day-to-day involvement.
- The brand holds a Guinness World Record tied to a mass lipstick-application event, reflecting its marketing-forward approach to brand building.
FAQ
Who owns Vice Cosmetics?
Vice Ganda founded the brand in 2017 and remains a co-founder, while operational leadership is now handled by co-CEOs Ana Samaco and Cathryn Lao.
Is Vice Ganda still involved with the company?
Yes, as co-founder, though he has stepped back from daily operations to focus on his entertainment career.
