MAX CANEGA JR
CEO AND FOUNDER OF KLUED SKINCARE
If you’ve ever felt like the beauty world wasn’t
built for people like you—acne-prone, oily, or just not fitting the usual
“glow” standards—Klued might be the plot twist your skin’s been waiting for.
From Frustration to Mission
Max knows the struggle firsthand. He spent years
battling severe acne with nothing to show for it — harsh detergents, DIY
calamansi hacks, and beauty aisles that seemed to speak to everyone but him.
Combing through Korean, Western, and local brands, he came up empty every time.
He also noticed how narrowly skincare was marketed: overwhelmingly to women,
when he believed skincare was never meant for one gender at all — it's for
anyone who wants to take care of their skin.
That frustration didn’t break him. It became the blueprint for Klued.
“Skin care is a form of self-care, and everyone
has the right to enjoy that,” Max says. For him, it’s never been just about
selling skincare. It’s about building a brand that speaks to people who’ve
often been left out of the skincare conversation.
Shan Vesagas, New Endorser of KLUED
SKINCARE
Why “Klued”?
The name comes from being "clued" —
informed, in the know. From day one, that's been the whole point: skincare
should never be guesswork, and people deserve to actually understand what
they're putting on their skin. Max believes that when they do, they trust it
more, use it better, and see real results. That thinking shows up in the
formulas — recognizable, science-backed actives like salicylic acid,
niacinamide, retinol, and bakuchiol, built for real Filipino skin concerns like
oiliness and acne. No vague "beautification" promises, no
manufactured urgency. Just honest, effective skincare that keeps you clued in
on your own skin, and respects your barrier instead of stripping it.
The 2022 Launch That Sold Out in Hours
Klued officially launched in 2022, co-founded by
Maximo Cañega and his partner, Emilio Chua. The goal was modest: 1,000 units in
one week. It sold out in just 10 hours. What began as a two-person operation in
the crowded e-commerce space has since grown into a larger creative team, still
led by Max and Emilio.
Skincare as Self-Care (and Rest as
Strategy)
Max's routine hasn't changed much, even as CEO:
cleanse, treat, moisturize — and, in the mornings, sunscreen.
"Washing my face, applying skincare, and
moisturizing — these are actions that say I'm taking care of myself and my
skin," he says.
But there's a newer lesson he's embraced: rest.
"To be able to do more, you need to rest
more," Max shares. "When you're constantly tired, you make bad
decisions — in life and in business. Rest should become a priority."
That empathy extends to his team. Klued's culture
is built on patience, creativity, and resilience — on the simple logic that
burned-out creatives don't make great products.
What’s Next for Klued?
Max's vision is clear: more products, sharper and
more critical R&D, and innovation built around the newest skincare
ingredients — plus more accessibility, including a physical store. The plan is
to reach customers nationwide across the Philippines first, then take Klued
international. Through it all, one promise stays fixed: real quality at a price
everyone can afford. The core mission stays the same, too — to help people
who've struggled with their skin feel seen, cared for, and confident.
"The ultimate goal remains to help and
empower people who struggle with their skin, just like I did," Max says.
"We want people to be able to find Klued, and work with us to solve their
skin concerns."
Myth-Busting with Max
Here’s
how Klued challenges some of the most common skincare myths:
1. “Stripping cleansers = 100% clean skin”
Reality:
Over-stripping damages your skin barrier and can lead to more breakouts. Klued
uses hydrating, pH-balanced cleansers (like their 2% Salicylic Acid Gentle
Cleanser at pH 5.5) that unclog pores without the squeaky, stretched feeling.
“Stripping
cleansers promise a hundred percent clean skin. But these kinds of cleansers
actually stretch the skin so much that it destroys the sensitive skin barrier,
leading to break outs later,” Max explains. “People should use hydrating
cleansers that have the right pH level, such as Klued.”
2. “Salicylic acid = dryness and irritation”
Reality:
Klued caps salicylic acid at 2%—the sweet spot for effectiveness without
overdoing it. To balance it out, they add ceramides, allantoin, and zinc PCA to
calm irritation, repair the barrier, and control oil.
“We
only use 2% salicylic acid on our products, and this is the most acceptable
amount that can be put on the skin,” Max says. “To balance the side effects, we
put ceramide, allantoin and zinc PCA to calm down possible irritation as well
as repair and lessen the oiliness that comes with using the product.”
3. “Oil cleansers aren’t for oily or acne-prone skin”
Reality:
Oil attracts oil. If you wear sunscreen or makeup (most of which are
oil-based), an oil cleanser is the most efficient way to dissolve impurities.
Klued’s Pore Purifying Cleansing Oil is non-comedogenic, so it won’t clog pores
or cause breakouts. Bonus tip: double-cleanse and moisturize to activate
ingredients and leave your skin fresh.
“Oil
cleansers are actually good for people who use a lot of sunscreen and make-up,
since most of these products are oil-based,” Max shares. “When you use an oil
cleanser after a long day, the oil is quicker and more effective in scooping up
all the impurities. Oil essentially attracts oil.” “The Klued Pore Purifying
Cleansing Oil also has non-comedogenic properties, meaning it won’t clog your
pores, cause breakouts and create bumps. Lastly, we suggest double-cleansing
and moisturizing to activate the ingredients and make your face feel like a
fresh canvas,” adds Max.
4. “No pain, no gain” in skincare
Reality:
Skincare shouldn’t hurt. Back in the day, limited options meant stinging,
peeling, and redness were “normal.” Klued’s approach: use the right amount of
actives while keeping formulas skin-barrier friendly. Happy skin = consistent
use = real results.
“Skin-care
is self-care, so why hurt yourself?” Max asks. “Back then, the market was very
limited with options so some products actually sting and cause redness. Some
customers were even brave enough to put their faces in front of an electric
fan.” “But in Klued, our products use just the right amount of active
ingredients while making sure that it is skin-barrier friendly. We believe that
when you’re happy using a product, you continue using that product,” ended Max.
Klued isn’t just another local brand. It’s a movement for people who’ve been told their skin is a problem to fix—fast. With science, empathy, and a little bit of “clue,” Max and the Klued team are proving that skincare can be inclusive, effective, and kind.
