“Looking back at where we were compared to where we are after we joined ASEAN SEDP in 2024, two changes really stand out to us. First, our sales have become more strategic. Second, our market has grown and expanded significantly”, Czarina Carbonel – CEO, MAGWAI.
ASEAN SEDP recognises that each social enterprise has its own unique challenges and requires tailored support to grow. Supporting each social enterprise is equally important, ensuring that each receives the support it needs to strengthen its impact and achieve sustainable growth. This commitment also applies when ASEAN SEDP supports MAGWAI (Magwayen Organics).
MAGWAI is a social enterprise from the Philippines that focuses on producing sustainable personal care products. Their mission is to help consumers reduce their chemical and plastic footprint by offering personal care products that are not just sustainable but also effective, such as reef-safe sunscreen and plastic-free shampoo bars.
Interestingly, when MAGWAI joined ASEAN SEDP 3.0 in 2024, their distribution was already well established. Their products had already entered the reputable offline market, growing across travel retail in Philippine beach destinations, and their partnership with Discovery Resorts for its amenity programme was already running.
Thus, what did MAGWAI need next? While their products were already reaching the market, marketing and sales remained a challenge. MAGWAI was still working to stabilise its sales and build a powerful marketing strategy. That’s where ASEAN SEDP came in, providing the support, knowledge, and connections MAGWAI needed to tackle these challenges.
Aligned with what they want to improve, MAGWAI has experienced two key changes that have contributed significantly to its growth and sustainable positive transformation through joining the ASEAN SEDP programme, The first is on the sales side. During the ASEAN SEDP 3.0 programme, MAGWAI received mentorship from a dedicated mentor who truly understands their problems. They still clearly remember her name, Mariko. Through this mentorship, they received guidance on being sharper at spotting and converting new opportunities, After the mentorship, their sales team has transitioned from solely relying on digital outreach to a more personalised approach. They are also now actively scheduling in-person meetings with current and potential clients. In addition, their sales executives are more proactive in offering products that meet client needs, even if they’re not currently part of our standard catalogue.
The second is on the marketing side. During the Social Media Masterclass provided through the ASEAN SEDP Programme, MAGWAI learned how to navigate TikTok more effectively, giving them a better understanding of how to connect with the Philippine audience.
The training provided practical strategies, even down to simple steps such as using the right hashtags, which made a big difference, increasing MAGWAI’s average views from around 200 to over 1,000 views.
Another thing was the TikTok Shop. They once underestimated how prominent and trusted the TikTok Shop is. However, through the programme, they are slowly learning to build their community with environment-focused creators, which leads to driving actual sales while raising people’s awareness about the products.
This mentorship and training that MAGWAI received during the ASEAN SEDP programme has translated into a meaningful lift in their 2025 sales. Prior to joining SEDP, compared to now, their average monthly sales on TikTok Shop have also grown by at least 50%. They were able to increase revenue by Php 165,301.92 (roughly ~2,845 USD) after joining the ASEAN SEDP programme.
“More than just providing funding, the ASEAN SEDP programme also gives us the means to empower people to make sustainable choices, which we’re striving to continue to get more people to join our movement to protect our oceans for generations to come”, Czarina Carbonel – CEO, MAGWAI.
The positive transformation that MAGWAI experienced through joining the ASEAN SEDP programme in 2024 has continued to be sustained in 2026, laying a stronger foundation for MAGWAI’s growth and reaching more markets in the future.
