Wellness brand Swiss Proli is positioning consumer education and preventive health at the center of its strategy as it works to stand out in an increasingly crowded supplement market. The launch comes as interest in dietary supplements has grown in the Philippines in recent years, driven in part by heightened health awareness following the COVID-19 pandemic and by the rapid expansion of online selling platforms that have lowered barriers for new wellness brands to reach consumers directly.

Founder Karrel Tobiano Sinfuego said consumers should understand not only what ingredients go into a supplement, but also why those ingredients are included and how they fit into a broader health routine. That emphasis on education is a differentiating tactic in a market where supplements are widely sold but ingredient transparency and consumer guidance vary across brands.

"One thing that we really notice at work is educating consumers about what they're taking, but also how to take it, why it works in a scientific way," Ms. Sinfuego said in an interview.

To explain its products and the ingredients used in their formulations, the company relies on social media, livestreams, and partnerships with key opinion leaders — channels that have become central to how Filipino consumers, particularly younger ones, discover and evaluate health products.

Swiss Proli began as a product development project by chemist Pinky Pe Tobiano before evolving into a wellness brand led by her daughter, Karrel Sinfuego, and actress-turned-businesswoman Julia Montes. The brand officially launched in June 2025, growing out of Ms. Tobiano's efforts to develop supplements after finding existing options on the market lacking. In the Philippines, supplements are regulated by the Food and Drug Administration (FDA) as food products, and companies must secure FDA registration and operating licenses before selling them.

The company's approach partly reflects Ms. Sinfuego's view that many consumers want to improve their health but may be unsure where to begin or may find wellness intimidating. She said preventive wellness is becoming increasingly relevant among younger consumers, including those shifting away from habits such as frequent drinking and toward activities like running and exercise. Gummy formats in particular have grown popular globally as an alternative to pills and capsules, especially among consumers who dislike swallowing tablets.

Swiss Proli designs its products to make daily wellness more approachable, positioning gummy supplements as a less intimidating format.

Ms. Sinfuego also emphasized that supplements are not a substitute for healthy habits. Consumers, she said, should consider their sleep routines and other lifestyle practices alongside taking supplements.

The company also places strong importance on product formulation. Its products are developed using multiple ingredients rather than relying on a single ingredient, with research and development taking considerable time. Its sleep gummy, for instance, contains 11 ingredients, which the company says were selected for specific purposes.

Ms. Sinfuego said the company is careful about what it releases because she, her mother, and Ms. Montes are personally connected to the brand.

"If it's something that my mom or me or Julia cannot consume, then we don't put it out in the market," she said.

For Ms. Sinfuego, the broader goal is to make preventive wellness more accessible while encouraging consumers to take a more informed approach to their health.

Retail Expansion and New Wellness Products

The company will expand its product range with a new Cell White gummy supplement planned for October and a caffeine-related product planned for next year.

According to Ms. Sinfuego, the company is also preparing for a partnership with Watsons later this year or in 2027, marking a move beyond its current direct-to-consumer e-commerce model. Watsons is one of the largest drugstore chains in the Philippines, competing with Mercury Drug and other retailers for a share of the country's health and personal care spending, making shelf space there a significant step for a young brand.

She said the decision to enter physical retail is intended to make the products more accessible to consumers who want to examine supplements before purchasing them. The Watsons partnership would also give Swiss Proli an opportunity to reach consumers beyond e-commerce, where the brand currently primarily operates.

Ms. Sinfuego said the company chose Watsons partly because of the retailer's reputation for selecting products for its stores.

"There are so many brands out there. You can start a kiosk, but it's hard to be affiliated with a brand like, for example, whether it's Watsons or Mercury Drug," she said.

She added that offline presence is particularly important for health products because consumers may want to verify information about a product before buying it.

Swiss Proli also plans to introduce a caffeine-related product next year, which Ms. Sinfuego said was partly inspired by her interest in running. The running boom among Filipino consumers has also fueled demand for related products such as electrolytes and energy supplements in the local market.

Beyond these launches, the company plans to explore other product formats, including gels, jellies, and pills, while maintaining its focus on health and wellness.

Ms. Sinfuego said the company remains cautious about releasing new products, noting that its formulations undergo lengthy research and development.

The brand, which is about 14 months old as of September 2026, is currently primarily a digital direct-to-consumer business. Ms. Sinfuego said the company's expansion will focus on developing products that address needs she sees among Filipino consumers, particularly products that are difficult to find locally. — Kaizzer Angela Marie V. Manuba