Father and Son Duo in a woman’s world
From their company’s early beginnings in ladies’ hosiery to its expansion to over a thousand SKUs ranging from multiple cosmetics lines, Michael and Kurt Siytaoco share how their father and son relationship have played a synergistic role in their brands’ survival, especially amidst the pandemic.
Humble Beginnings
Michael Siytaoco founded Exxel Prime International Trading Inc. in 1982 as an importer and distributor of random assortments of consumer products that comprised of automobile accessories and car parts. Ten years later, he incorporated stockings, primarily for women, into his product portfolio. And as share of business for this particular product line grew, he finally decided to close his other trading businesses for good, and pursued the ladies’ hosiery industry fully.
It was in this women’s market where he introduced innovative product offerings in the mid 90’s, distributing an Italian designed hosiery line under the brand ORO, and releasing the first “Non-Run’ line stockings in the Philippines, which was a game changer for the local market at the time.
Product Innovation and Expansion
2004 marked the year of significant growth for Exxel Prime when Michael decided to enter the country’s booming cosmetics industry through OMG (Oh My Girl!) Nail Polish, which according to Michael, “[the brand] started after Ever Bilena (EB) dropped their Nail Polish SKUs to focus on Fragrances, which was EB’s new venture [during that period]”.
OMG started with 18 nail polish variants then, and now carry a wide selection of 400+ gloss, matte, clear, and glitter colors, and other tools and accessories like nail polish remover, nail art brush sets, etc. Since 2020, they have also augmented new product development into hair care, which included OMG hair color, shampoo, and conditioner, and hair electronic products like blower and dryer under their new brand Salon City. Michael shares that “we have more than a thousand SKUs now and still growing.”
Family Business
Michael has always been open to his family about his struggles in starting the business, “I let them know about our ups and downs, how I overcame all the hardships and trials, and I impart other stories of my real life experiences that they don’t get from school.” Thus, one of his biggest blessings is his son Kurt, who Michael shares gratitude towards for being supportive of the family business.
“Many kids these days have their own plans and dreams to pursue,” so Michael feels lucky that Kurt is passionate and involved with Exxel Prime’s projects. “I asked my son to work for me as soon as he graduated college. I wanted him to learn the ins and outs of the company and help me transform it into a corporate structure.”
Educated at De La Salle College of Saint Benilde in Export Management and at Fudan University in Shanghai, China, Kurt deems it his duty “to continue the legacy my Dad started.” After joining the business in 2012 with simpler tasks, his responsibilities gradually increased, until he assumed his current role as the Chief Operating Officer of Exxel Prime, overseeing and directly supervising operations for all of the company’s departments.
Since his entry into the business, Kurt has been actively involved in “looking for new innovations to keep up with the trends in the cosmetics industry,” which actually played pivotal contributions in Exxel Prime’s product expansions. Kurt’s drive and determination are inspired by his dad, who Kurt describes as “passionate, industrious, and creative.”
Values for Success
Michael, on the other hand, abides by four principles that have helped him in his endeavors. Namely, doing, sacrifice, patience, and mentorship. Success can sometimes be as straightforward as simply doing, says Michael, “Be a doer. Make things happen by doing, rather than just dreaming.” Sacrifice and patience have also been key to his success, “working long hours if needed” and sticking through hardship, “even when things do not go your way.”
He also recognizes mentorship as critical in one’s disposition in life, “my mentor is my brother-in-law, Dioceldo Sy of Ever Bilena Cosmetics, Inc. He helps me keep the fire and spirit to pursue excellence.”
Additionally, Michael prides in his family’s lifestyle, “no fancy or luxury things,” these money management habits have actually helped keep their company afloat during this difficult time.
Pandemic Pivot
Like any company in the hosiery and cosmetics space, Exxel Prime’s brands took a big hit, experiencing sharp double digit decline at the start of the pandemic. Interest in socks and stockings significantly lessened when there were no more social gatherings, and people stopped going out. Thankfully, nails and hair categories have gradually recovered as local government units slowly began to ease quarantine rules.
As the local manufacturer of their own nail polish products, the Siytaocos also needed to shift certain manual operations into semi-automation. A necessary pivot in their production processes that they had been postponing for so long out of malasakit for their workforce. As social distancing protocols were mandated and topline sales are scarce, “we diverted partially to machines to cut production time and manage covid protocols and labor costs.”
The duo also made the bold move of launching a new brand amidst lockdown in May 2020—Anti+Bac Virus, whose main product offer are pure copper anti-microbial sheets and tape. The inventive new line provides boosted microbial protection, designed to be placed in frequently touched places such as door handles, cellphone cases, among others, to prevent germs from spreading. The brand has picked up momentum swiftly, enabling the company to also give back generously to non-profits and and LGUs as their small way of flattening the covid curve.
All of Exxel Prime’s business actions are the fruit of Michael and Kurt’s mutual decision making. “We brainstorm and exchange ideas,” says Kurt. In their words, they try to marry Michael’s “old school” wisdom and Kurt’s “millennial” insights, compromising with and then complementing each other for the sole intention of delivering “what is best for the company.”
Hope for the Future
The pandemic has posed an extreme challenge to many businesses, but the father and son pair are “very optimistic for 2021 and beyond.” Both are convinced that once the company has overcome this pandemic, there’s nowhere to go but up! When asked what they look forward to doing most once we return to normal, they mention their excitement to travel again. But like any typical Chinese-Filipino family business, they are most enthusiastic to get back to normal business and “create more new exciting colours that can beautify the Filipina from head to toe!”
To know more about Exxel Prime’s brands:
Company Facebook: https://www.facebook.com/Exxel…
OMG Nail Polish: https://www.facebook.com/omgna…
Oro Hosiery: https://www.facebook.com/oroso…
Anti+Bac Virus: https://www.facebook.com/AntiB…
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