FROM SCREEN TO BOARDROOM: Julia Montes Named CEO of Fast-Rising Beauty Empire — A Stunning Transformation from Actress to Business Mogul

In a surprising and inspiring twist to her already celebrated career, acclaimed Filipina actress Julia Montes has been officially named CEO of LUNA BEAUTÉ, one of the Philippines’ fastest-growing beauty and skincare brands. Known for her powerful performances in television dramas and films, Julia is now taking center stage in the business world — and it’s a transformation that’s captivating fans and industry insiders alike.

This unexpected move marks a new chapter for the star, as she shifts from her role in front of the camera to leading a multi-million peso company poised for regional expansion. But is this just another celebrity endorsement, or is Julia Montes truly ready to build a beauty empire?

A Career Reimagined

Julia Montes, born Mara Schnittka, rose to fame as a child actress before gaining household name status with her lead role in Mara Clara and numerous teleserye hits like Walang Hanggan, Doble Kara, and Asintado. Over the years, she has become known for her poise, grace, and emotional depth — qualities that have now found a new home in the corporate world.

Her recent appointment as CEO of Luna Beauté marks a sharp pivot from acting, but according to sources close to the actress, it has been years in the making.

“Julia has always had a deep passion for wellness and skincare,” a close friend revealed. “She’s been quietly working behind the scenes, helping develop formulas and investing her own savings into the brand since day one.”

Not Just the Face — The Brains Behind the Brand

While it’s common for celebrities to lend their name or face to products, Julia Montes is breaking the mold. As CEO, she will be directly involved in product development, brand strategy, marketing, and expansion plans.

In a recent press conference, Julia opened up about what led her to take on the demanding role.

“For years, I’ve been using products that didn’t really work for me,” she said. “So I decided, why not create something that actually delivers results, especially for Filipina skin? That’s how Luna Beauté was born.”

Julia added that the idea was also influenced by her personal battles with stress-induced skin issues, brought on by the long hours and heavy makeup required in showbiz.

“I’ve lived with skin imperfections, hormonal breakouts, and uneven tone. I know the struggle,” she said. “This brand was born from a place of empathy.”

The Rise of Luna Beauté

Luna Beauté launched quietly in 2022 with just three core products: a gentle facial cleanser, an all-natural serum, and a day cream with SPF. Word-of-mouth marketing, combined with Julia’s loyal fanbase and honest testimonials, helped the brand gain traction.

Now, just two years later, the brand boasts a full line of skincare essentials, body care products, and a newly launched makeup collection. It is currently distributed in over 120 stores nationwide and has a growing online presence through Shopee, Lazada, and TikTok Shop.

Sales figures have been impressive. According to early financial reports, Luna Beauté grew by 400% in the last fiscal year alone. The brand is now valued at an estimated ₱350 million — and counting.

The Vision: Empowerment Through Beauty

Julia Montes has been clear about her mission: to empower Filipinas of all skin tones, ages, and walks of life.

“I want to change the conversation around beauty,” she explained. “It’s not about perfection. It’s about confidence, self-love, and being proud of your natural self.”

To that end, Luna Beauté has launched several inclusivity campaigns, featuring models of different sizes, ethnic backgrounds, and skin types. The brand has also introduced a mentorship program for aspiring female entrepreneurs in partnership with NGOs that support women’s economic empowerment.

“This is bigger than me,” Julia shared. “This is about creating something that lasts — a brand that stands for values I believe in.”

Industry Reactions

The entertainment and beauty industries alike have reacted with admiration to Julia’s bold leap into business.

Actress and entrepreneur Bea Alonzo commented on Julia’s Instagram post:

“Welcome to the business world, Julia! Proud of you! Let’s break barriers together.”

Meanwhile, top beauty influencer Raiza Contawi posted a YouTube review of Luna Beauté’s newest foundation range, calling it “a game changer for Filipina skin tones.”

Beauty industry experts have also weighed in, with many seeing Julia’s involvement as a key differentiator in an overcrowded market.

“This isn’t a vanity project,” said marketing analyst Karen Yambao. “Julia’s authenticity and business acumen are helping build real trust with consumers. That’s rare.”

What’s Next for Julia Montes?

Though her CEO role is now full-time, Julia hasn’t ruled out returning to acting. In fact, she hinted that her next onscreen appearance might be in a short film or series promoting women entrepreneurs.

“Acting will always be part of me,” she said. “But right now, this is where my heart and energy are.”

Luna Beauté is also planning international expansion. By mid-2026, the brand hopes to enter Southeast Asian markets, starting with Vietnam, Malaysia, and Indonesia. Talks are underway with regional distributors and e-commerce platforms.

Julia’s leadership will be at the forefront of this ambitious plan.

“We’re not just exporting products,” she said. “We’re exporting a mindset — that Filipino beauty brands deserve global recognition.”

A Message to Fans

In her closing remarks during the launch event, Julia looked straight at the cameras and smiled warmly:

“I didn’t grow up thinking I’d run a company. But I grew up believing in hard work, resilience, and the power of dreaming big. And here I am — not because I was lucky, but because I took a leap. I hope my story inspires you to take yours.”

Final Thoughts

Julia Montes’ journey from child star to CEO is more than just a career evolution — it’s a reinvention built on grit, vision, and a desire to make a difference. While the world may have known her for her compelling portrayals on screen, it’s clear that she’s now writing an entirely new narrative — one where she controls the script.

Whether in makeup or management, Julia Montes continues to shine — not just as a star, but as a true powerhouse woman for the modern age.