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.
Related Reading
Vice Cosmetics is one of several Philippine consumer brands covered here, alongside headwear brand ARC Cap and power distributor Meralco.