In a power move that has instantly elevated the local wellness industry, Luxe Slim—under the leadership of CEO Anna Magkawas—has officially welcomed the one and only Ms. Charo Santos-Concio as their newest celebrity ambassador for their Luxe Slim products.

This isn’t just an endorsement; it’s a monumental alignment of a business built on hustle and a brand built on legacy.

For decades, Ms. Charo Santos-Concio has been the epitome of grace, wisdom, and, most importantly, trust. A stamp of approval from her is akin to gold. So why did this iconic actress and former media executive choose to partner with a wellness brand like Luxe Slim, especially as she marks her 50th anniversary in the industry?

Ms. Charo herself spoke to the core values that sealed the deal: “I trust brands built on integrity, quality, and genuine concern for their consumers. Luxe Beauty and Wellness has consistently shown dedication to providing safe, effective products that truly enhance lives, which strengthens my confidence in the brand.”

It’s clear: for Ms. Charo, the partnership is grounded in the assurance of product quality and a mission that genuinely aims to uplift Filipinos.

CEO Anna Magkawas couldn’t hide her excitement, recognizing the immense weight and influence Ms. Charo brings to the brand. “Ms. Charo embodies timeless beauty, grace, and credibility, values that reflect what our business stands for,” Magkawas shared. “She’s truly an institution in Philippine entertainment, whose legacy and influence continue to inspire generations. Siya yung personality na may capability to empower, yung kind of wisdom and presence niya makes you feel you can do everything. This is the spirit we want to share with our consumers…”

This is a strategic genius move. By aligning with Ms. Charo, Luxe Slim isn’t just selling products; they are selling empowerment, confidence, and enduring quality—values seamlessly woven into the icon’s public identity.

And here’s the real jaw-dropper that is setting the trend: Ms. Charo Santos-Concio is venturing into live selling on the Luxe Slim TikTok Channel!

Yes, you read that right. The host of the longest-running drama anthology, the former ABS-CBN CEO, will be connecting directly with the audience in a real-time, interactive selling format. This historic move bridges the highest level of traditional media prestige with the newest, most direct form of e-commerce. It’s a bold step that proves Ms. Charo’s commitment to growth, echoing her previous statements: “It’s never too late to start something new, to challenge yourself, and to keep growing.” The collaboration culminates with the promise of “the perfect cup that will empower women.”

Get ready to witness a new golden era for celebrity endorsements, where integrity is the biggest flex.