Moms and Dads

Healthy, Honest, and All-Natural: How friendships can evolve into thriving businesses

by Noelle D. Lejano
January 17, 2025

Partnerships in business but when partners share something in common like motherhood, it tends to grow in ways no one can imagine

Friendships that evolve into successful business partnerships often have stories worth telling—stories of shared dreams, mutual understanding, and an unwavering commitment to making a difference. Such is the story of Tina Lagdameo and Celine Gabriel Lim, co-owners of Honest Junk and Kiele Naturals. Their ventures have grown from personal necessity into pioneering brands in the health and wellness space.

From Friendship to Partnership

Tina and Celine’s friendship dates back to the early 2000s, but it took more than a decade before it blossomed into a business collaboration. “We’ve been friends since around 2000,” Celine recounts. “We were part of the same group of girlfriends, but our partnership didn’t really start until 2017.” The spark that ignited their business journey was deeply personal. As Celine underwent IVF, her doctor recommended a gluten-free and dairy-free diet to support the process. “It was expensive to maintain, and healthy food options in the Philippines were incredibly pricey,” she recalls. Venting these frustrations to Tina led to an eye-opening conversation.

Tina, a mother committed to a healthy lifestyle for her family, shared Celine’s frustrations. She had struggled to find affordable, nutritious snacks for her children. “We wanted to challenge the outdated idea that healthy snacks are expensive and tasteless,” Celine explains. Thus, Honest Junk was born, a brand that aimed to “junk” these misconceptions and offer fun, affordable, and nutritious treats.

Tina’s background in food and wellness made her the perfect partner. Having attended the Culinary Institute of America in New York and worked in her family’s business, Gonuts Donuts, she brought expertise in food technology and a deep understanding of the industry. “I’ve always been an advocate of health and wellness,” Tina adds. “So, when Celine told me her challenges, I knew there was an opportunity to create something meaningful together.”

The Birth and Growth of Honest Junk

What began as a shared frustration became a mission to democratize healthy snacking in the Philippines. Honest Junk launched with a range of gluten-free and dairy-free treats that promised to be both delicious and accessible. “It’s about making health fun and affordable,” Tina explains. They developed products like superfood gummies, vegan cookies, and nutritious barks—all designed to appeal to both kids and adults.

Their journey, however, has been far from smooth. Consistent supply chains and ingredient sourcing have posed significant challenges. “Finding reliable suppliers has been a constant struggle,” Celine admits. “Sometimes we’d find the perfect source, only for it to become unavailable the next day.” Yet, their resilience has kept the brand growing. “Patience and resourcefulness have been key,” she adds, emphasizing the importance of adaptability in their line of work.

Kiele Naturals: Where Beauty Meets Functionality

Parallel to Honest Junk, Celine founded Kiele Naturals eight years ago, driven by her own frustrations with mosquito bites. “I’ve always been someone who loves perfumes and colognes,” Celine says, “but mosquito repellents would clash with my favorite fragrances.” She also struggled with products that were harsh on her sensitive skin. Her desire for a solution led to the development of Kiele Naturals’ Signature anti-mosquito cologne, a unique product inspired by the elegant scents of Spanish and French fragrances.

When the brand began gaining traction, Celine realized it needed more attention and turned to Tina for help. “Around that time, I asked Tina, my partner from Honest Junk, if she’d like to help expand Kiele Naturals. Luckily, she said yes—and the rest is history,” Celine recalls. Tina brought her expertise in product development and experience in the wellness industry, making her an invaluable asset. “I take care of the logistics, the back-end for packing, dispatching, accounting, inventory, and also do product development for both Honest Junk and Kiele Naturals,” Tina explains, highlighting how seamlessly their roles complemented each other.

Balancing Roles Across Continents

One of the most intriguing aspects of their business dynamic is how they manage to run it across two different continents. The pandemic physically separated the partners: Tina remained in Manila, managing operations, while Celine found herself in Vancouver, where she continues to support her daughter’s education. Despite the distance, they’ve found a way to thrive. “We’re fortunate to have so many communication tools at our disposal,” Celine says, mentioning messaging apps and project management platforms that keep them aligned. “I often have to adjust to the team’s schedule in Manila, even if that means taking meetings as late as 3 a.m.”

Tina handles the day-to-day operations in the Philippines, overseeing everything from production to marketing. “I run the office, manage logistics, and ensure our permits and compliance are in order,” she explains. On top of that, she spearheads product development, working tirelessly to innovate and refine their offerings. “Being on the ground means I’m constantly looking for new sales channels and opportunities,” Tina adds. Meanwhile, Celine focuses on product ideation, PR, and media strategies from Vancouver. “Our partnership is built on trust, complementing each other’s strengths, and offering support where it’s needed,” Celine emphasizes.

How Motherhood Shaped Their Business Philosophy

Motherhood has profoundly influenced both entrepreneurs, reshaping their approach to their brands. For Celine, becoming a mother to her daughter Iris brought a new perspective. “Yes, having Iris has definitely influenced the way I approach both Honest Junk and Kiele,” she shares. “I’m more mindful of what I’d feel safe giving to my own daughter, which adds a deeper level of responsibility to the products we create.” This sense of responsibility is reflected in their focus on product safety and quality. “With Honest Junk, I’m especially conscious about making snacks that are not only healthy but also something kids would genuinely enjoy,” Celine emphasizes. “With Kiele, I’ve become even more sensitive to the ingredients we use, as I want to ensure that our products are gentle enough for even the most sensitive skin, including children’s.”

Tina’s children, now grown, also influence her work. “When my kids were younger, they were our unofficial product testers,” Tina laughs. Now, her daughter, who is in college, provides insights that help shape new products. “We even launched savory lines like cheese barks and potato chips, moving beyond our initial sweet treats,” she adds, showcasing how the brands evolve with their family’s needs.

Adapting and Looking Forward

Running a business in the fast-paced SME landscape of the Philippines requires continuous learning and adaptability. “We’ve had to pivot from online sales during the lockdown to more physical sales channels as the world reopened,” Tina shares. They are now eyeing new opportunities, including live selling on platforms like Shopee, Lazada, and TikTok. “The idea of a live sari-sari store is something we’re looking into for next year,” Tina says. “That’s where a lot of people are doing their shopping.”

Looking ahead, both partners have ambitious dreams for their brands. Celine envisions Honest Junk growing significantly: “In the next 10 years, I envision Honest Junk growing into a household name, not just in the Philippines but hopefully across Southeast Asia and maybe even beyond,” she shares. Their goal is to continue expanding their product line and spark a larger conversation on health and wellness. “We want to challenge the idea that nutritious food has to be expensive or bland,” Celine adds.

For Kiele Naturals, the vision is to strengthen their position as a go-to brand for safe, all-natural mosquito repellents. “We want to maintain our focus on sustainability, clean ingredients, and efficacy while educating consumers about the benefits of using natural and plant-based anti-mosquito products,” she emphasizes. “We’re open to the possibility of going global, but it’s really about finding the right timing and opportunity,” she explains. While they are excited about expansion opportunities, they remain committed to maintaining their quality and core values.

A Legacy Built on Purpose

At the end of the day, Tina and Celine’s journey transcends mere business—it’s a profound story of friendship, resilience, and a shared sense of purpose. The two entrepreneurs have built their brands not just on innovative products but on a commitment to uplifting their community. Celine reflects on their steady growth, expressing pride in their achievements: “Advocating for Filipinos to have access to healthy, safe, and affordable options is something both Tina and I take great pride in, and it brings us immense happiness.”

Their journey is an inspiring testament to the power of friendship and shared passions. Through their collaborative efforts, they are not only redefining the marketplace but also fostering a culture of health and well-being. By focusing on purposeful entrepreneurship, Tina and Celine are making a tangible difference in their community, proving that business can indeed be a force for good.

Photography KIERAN PUNAY
Shot on location at PENINSULA MANILA