Founder Interview With Jilleo Recio, RĒJINS
Photo Credit: RĒJINS
Jilleo Recio is the visionary founder behind RĒJINS, an inclusive and minimalist wellness brand with a powerful mission: to offer simple and effective skincare for maturing skin. Drawing from the rich diversity of skin tones across the globe, RĒJINS aims to celebrate and connect individuals with their unique beauty, emphasizing that beauty is timeless and aging is a privilege. With a philosophy that less is more, RĒJINS combines scientifically proven ingredients with healing botanicals, offering a curated approach that bridges tradition and modernity in dermal science. Guided by the beauty of diversity, the brand stands as a testament to quality, inclusion, and passion for skincare, specifically catering to melanated skin without the use of whitening or bleaching ingredients.
During our interview with Jilleo, we dove deep into the ethos and inspiration behind RĒJINS. He shared the journey of conceptualizing a brand that not only addresses the skincare needs of maturing melanated skin but also pays homage to the richness of culture and diversity that he has experienced through his travels and life abroad. With a background that spans across various continents and a commitment to promoting inclusivity, Jilleo's narrative is an exploration of how personal experiences and a deep respect for cultural diversity have shaped RĒJINS. His passion for skincare, combined with a dedication to serving an inclusive community, truly embodies the brand's mission to allow every individual's natural shade to radiate health and beauty effortlessly.
What was the inspiration behind RĒJINS and how did you get started?
Growing up, skincare was a significant part of my daily routine, thanks to my mother's influence. She instilled in me the importance of skin health from a young age. I had the opportunity in 2018 to live and work in Singapore. I worked as a business development manager, and a lot of my clients were major beauty brands. I saw firsthand how complex and overwhelming skincare routines could get—some with up to twelve steps! Plus, there was a huge focus on skin lightening and achieving fair skin, which didn't match my perspective on beauty. So I was inspired to create a brand that celebrates the diversity and beauty of all skin tones while also providing a simple and efficient skincare routine.
What does your creative process look like when working on a new product or campaign?
The creative process for me is all about purpose and passion. When I'm working on a new product or campaign for RĒJINS, I start by thinking deeply about what benefits the product will bring, who it's for, and how it will fit into our customers' lives. It's crucial that each product we introduce not only aligns with our minimalist ethos but also addresses the specific needs of our community. We're dedicated to crafting solutions that are both simple and powerful, using ingredients that are proven to work, especially for melanated skin. Every step, from ideation to launch, is guided by our commitment to quality, inclusivity, and the celebration of diverse beauty. For us, creating skincare products is not just about addressing skin concerns; it's about fostering a deeper connection with oneself and embracing the beauty in aging. Our goal is to make self-care a seamless and enjoyable part of daily life for everyone.
Photo Credit: RĒJINS
What is one challenge you have faced as the Founder of RĒJINS and how did you navigate it?
One major challenge has been the tendency to compare our journey with other brands. It's easy to look at others' success and wonder why we're not at the same point or achieving milestones at the same pace. To navigate this, I've had to remind myself that every brand's journey is unique, including our own. It's important to focus on our path, celebrate our progress, and stay true to our mission. I've learned to appreciate the value in small, consistent steps and the power of resilience. By keeping our vision clear and our values at the forefront, I've been able to steer RĒJINS through these challenges, always aiming to build a brand that truly resonates with our community and upholds our commitment to inclusivity and quality skincare for all skin tones.
What is your long-term vision for RĒJINS?
My long-term vision is to establish RĒJINS as a global brand that inspires people to embrace travel, culture, and diversity, similar to my personal experiences that led me down this path. I would love for RĒJINS to be synonymous with a lifestyle that encourages exploration while maintaining great skin through products that celebrate and cater to people of all skin tones. We also want to bridge the gap between beauty and the rich diversity that our world offers, making quality skincare accessible to everyone while also celebrating the journey of aging.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
One piece of advice I would offer is to embrace your authenticity and let it be the foundation of your business. Your unique perspective is your strength, and it will resonate with others more than you might expect. Remember, diversity in business enriches the market and fosters innovation. So, be bold, be proud, and use your voice to make a difference, not just in the LGBTQ+ community, but in the world at large. And always, surround yourself with a supportive community that uplifts you, because no one achieves success alone.
“The journey of entrepreneurship is filled with challenges and moments of self-doubt, but staying true to who you are and what you believe in will guide you through the toughest times.”
What LGBTQ+ owned brands are your go-to's and why?
I love this question because I saw a few of my favorite brands on Famm. One of my favorites is Pipcorn, particularly the flavor that's infused with Tabasco sauce. I can eat bags of those! I also love Equator Coffees. I go to their cafe in Mill Valley, California. It’s really comforting, the people are always nice, and I love the taste of their coffee. Another one of my all time favorites is Cowgirl Creamery!
Photo Credit: RĒJINS
Tell us about one of your core values and how you have incorporated it into your brand.
Diversity is a cornerstone of our philosophy at RĒJINS, deeply influencing every aspect of our brand. It's not just about recognizing the beauty in our differences; it's about actively celebrating and representing those differences within our products and marketing. This commitment stems from personal experiences and the belief that everyone, regardless of skin color, should see themselves reflected in the beauty industry. Our formulations are designed with people of color in mind, making sure that our ingredients are not only effective but also safe for melanin-rich skin. As a Filipino-American, I've also been passionate to integrate my heritage into RĒJINS, even planning photoshoots in the Philippines to highlight this. Diversity isn't just a value; it's the essence of our brand, guiding us to create products that truly resonate with and embrace all individuals.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed / an increase in violence against our community)?
Self care is really important to me. Whenever I feel like I'm being crushed, whether it's the news or something that's really negative, it's important for me to surround myself with optimism and positivity. I try to find other people that are like minded, where we can share stories, have a good laugh, and uplift one another. So spending time with family and friends is always great. And as I've gotten older my circle has become a lot smaller. I've cut a lot of toxic people from my life and made it a priority to surround myself with people who don't drain my energy — avoiding those energy vampires! I also take mental breaks when I need them, whether it's listening to music, treating myself to a massage, or embracing solitude. I know some people don't like being alone but for me I look forward to it. I find it really peaceful when I’m by myself and I can read a book, light a candle, and reflect.
Who is your favorite LGBTQ+ celebrity and why?
My favorite LGBTQ+ celebrity is Conrad Ricamora. He’s a great actor, and I’ve been a fan since watching him on How to Get Away with Murder. He’s outspoken about the importance of diverse and authentic LGBTQ+ representation in the media, particularly for Asian-American communities.
Can you share a fun fact about yourself?
One fun fact about me is that my name, Jilleo, is a blend of my parents' names, Jill and Leo. So through my name, I’m always connected to both of them.
