LineaOrganica 2019 Recap ⚡


Another year, another recap!

This is one of my favorite times at the beginning of the year when I get to pause and reflect to see where the previous year took us. I hope I continue to do this every year until someone else does it for me (maybe in 70 years, when I cannot type anymore :p). This time I will not make it by month but instead, I would like to highlight some events and special projects we accomplished this year.


This year we partnered with Rated K to do 2 mini-features of one of our products, Shaoyun Psoriasis Cream. Our first project is “Oplan Bilis Ginhawa Laban sa Psoriasis at Eczema”. We reached out to a community in Batangas, wherein we went on a medical mission to help those with skin concerns.


We also worked on another project, this time helping a young girl named Rochelle, who has a unique skin problem. We invited her to the LineaOrganica shop to have her skin checked and analyzed, and do hair and skin treatment specially made for those with extremely dry skin. Before she came to the shop, she was frowning and in a bad mood because her skin was so itchy. We were pleased to see that after her treatments, her face lit up and she became a bubbly kid running around. 




This by far is my favorite campaign that we have done. Around June, we invited the Carlos family to have a small photoshoot with us as our new brand ambassadors (read about the full backstory here) A day before the shoot, I came up with an idea to shoot a  candid video asking them 2 simple questions — 1) Who inspires you? and 2) How do you inspire others?

The video was truly heartwarming and after watching the outcome, I came up with another idea to do a giveaway, but to have the participants answer the same questions I asked our models above. 

The result was overwhelming. We read hundreds of inspiring stories about moms, dads, lolos, lolas, sisters, sons, daughters, teachers, students, doctors, and many more. Some made us laugh but most made us tear up. Truly, it was inspiring.



Ride Rev is one of the premier cycling studios here in Manila. We received an invitation to sponsor their Pride Week and we were happy to! It was a week-long activity, wherein we gave away LineaOrganica loot bags to riders. We also had mini activities and games wherein winners won full-sized products.



Koru is a beautiful athleisure brand that is made by my friend Kar. We partnered to have a joint social media giveaway together, wherein the winners will receive both Koru and LineaOrganica products. We did the giveaway through Instagram and we were pleased to see that so many people joined! I was also excited because this is my first collaboration with a friend, and I hope we get to do this more often!

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Last August, we got to officially launch Radico to the media through an intimate event. The owners of Radico, Mr. Sanjeev and Radha, flew in from India to help us launch and we also invited His Excellency Jaideep Mazumdar Ambassador of India to the Philippines, and Mr. Mahendra S. Patiyal, First Secretary for Commerce, Embassy of India in Manila to join as well.

convert_Rad_9_with-watermark.jpgconvert_Rad_5_with-watermark.jpgconvert_Rad_8_with-watermark.jpg helped us cover the event, and you may read the article here. Our team also created a highlights video that you may watch below:


This year was the year we started to focus on our distribution brands such as Radico. We were blessed to close a deal with Mercury Drug, one of the Philippines’ leading drugstores. Initially, we were supposed to distribute in Metro Manila only but to our surprise, Mercury distributed us nationwide! It is such a blessing to be able to reach even those that live in Visayas and Mindanao, as some of our online customers are from the provinces. 




As part of our marketing efforts for Radico, we also got to put up our first ever billboard and bus ads! I modeled it with my mom, since we have been long-time users of Radico and we can really say that our hair is forever changed because of it. Watch our story below: 


Last but not least, our retail shops officially turned 1 year old this year! Time flies so fast. Last year during my recap, I was just sharing about our retail shop openings and now we are already 1 year down! We celebrated our birthday by having a flash sale of up to 70% off on items, as a way of saying thank you to our customers who have been loyal, some even coming in every month to have their treatments. We are also looking forward to serving more customers this year!




And that’s a wrap! I am so thankful for all the opportunities and exciting adventures we had in 2019, and I am grateful for all the lessons that I’m bringing into 2020. 

Our LineaOrganica word of the year is #THRIVE2020. This year, we are looking forward to thriving daily, to do more and achieve more! 

Radico Official Media Launch in the PH

Back in the beginning of 2017, when LineaOrganica was just a dream and we had nothing yet — no shop, no staff, not even a business card or name, Mr. Sanjeev, with his kind heart, trusted us and became our first partner.

Yesterday, August 8, 2019, we were able to officially launch Radico to the media.


As most probably know by now, I am a HUGE fan of a brand from India called Radico – they are the first certified 100% organic hair color in the world and thankfully, 2 years ago, we had the privilege to be able to bring them in the Philippines.


Left to right: Mr. Mahendra S. Patiyal, First Secretary for Commerce for the Embassy of India, Ruby Federizo LineaOrganica COO, Mrs. Radha Bhatt, Mr. Sanjeev Bhatt Radico CEO, His Excellency Jaideep Mazumdar – Ambassador of India to the Philippines, Miguel Federizo, Jack Federizo LineaOrganica CEO, Mikee Federizo LineaOrganica Managing/ Marketing Director

Yesterday, August 8, 2019, we were able to officially launch Radico to the media. We were so grateful because, despite the bad weather, our VIP guests and media partners were able to come and support our launch event. It was held in Spices (my favorite Indian restaurant!) in The Manila Peninsula hotel at Makati.

Here’s an excerpt from my Opening Remarks that I thought I’d share here:

His Excellency Jaideep Mazumdar Ambassador of India to the Philippines, good afternoon.

Mr. Mahendra S. Patiyal, First Secretary for Commerce, Embassy of India in Manila, good afternoon.

and to all our distinguished guests and media partners, good afternoon.

I am beyond excited today to officially launch a brand that has been very close to my heart.

I remember the time when my mom told me about an organic hair color brand from India that she wanted to visit. Of course, I was excited to come to India because, well – I have never been there before.

We both had no expectations when we arrived but to our surprise, Radico owners Mr. Sanjeev, his wife Mrs. Radha and their son Krishna were there to warmly welcome us.

So, back in the beginning of 2017, when LineaOrganica was just a dream and we had nothing yet — no shop, no staff, not even a business card or name, and yet — Mr. Sanjeev, with his kind heart, trusted us and became our first partner. — So, thank you.

Apart from the business meetings, and learning about the organic industry, what really stuck with me are my conversations with Mr. Sanjeev.

Of course, Radico is already successful in the organic industry, it is now in over 100 countries worldwide, so I was thrilled that he was giving me so many advice not just in business but in life. He taught me to always be honest. He taught me to always choose kindness. I consider him one of my best mentors.

Actually, we have such a good relationship that now, I call him my Indian father (and he calls me his favorite Filipino daughter).

I noticed one thing that we have in common, is our love for the GOOD. We have the same vision, the same business purpose, and more importantly, the same values. And that is why, Radico is very close to my heart.

The man behind Radico is a Science graduate, a Master’s Degree holder in Business Administration from one of the top five business schools in India, an international marketing expert, and one of the very few experts in the field of 100% organic and natural hair color in the world. In his service, he has reaped several awards because of creating high-quality and innovative products, having strong business ethics and relationships, and his lifelong work in the field of organic cosmetics. The Oxford Academic Union honoured him with the title of ‘Honorary Professor of the Academic Union’ for scientific research and lifelong work in organic and natural hair color.

So today, I am very honored to introduce to you, The Radico Founder, Inventor, Chief Executive Officer, and my Indian father — Mr. Sanjeev Bhatt

Continue reading “Radico Official Media Launch in the PH”

LineaOrganica’s #InspiredToInspire Campaign: The Story Behind


What do you want to be when you grow up? As kids, we would often answer, “I want to be an astronaut” or “I want to be a doctor”. For me, it was always “I want to be a businesswoman”. Ever since I was young, I knew exactly what I wanted to be and that is to be like my dad, whom I have shadowed all my life. Now that I am already in that position, a “businesswoman” you can say, I asked myself again: What do I want to be in the future?

I was sitting at my childhood best friend Nina’s wedding and witnessed something so pure and beautiful. It was the first time that I saw the bride and groom honor their parents during the wedding ceremony. It was so emotional and the whole room was crying. By just sitting there and hearing all the speeches of the newly weds to their parents and the parents’ to the newly weds, I suddenly felt a gush in my stomach — I was inspired.

We’ve always built LineaOrganica to be not just a business, but a business with a purpose. Our very essence as a brand is to help every Filipinos be more aware and mindful of their daily choices. To be mindful of not just what they eat, but also what they put on their skin because it also goes in. In our day and age, I have seen countless beauty brands advertise how being beautiful means having long hair, white skin, skinny build, flat stomach — I have nothing against these brands but what are we teaching the market? To be unconfident, to feel bad about themselves, to want something they don’t have. I ask myself, what is up with all these campaigns? Beauty is subjective. There’s no real definition of “beauty” and there must be a reason why. Beauty can be so temporary, but what lasts? Health. Health is the biggest investment a person can have. When we take care of ourselves as young as we are, our good health is something that lasts forever. Therefore, forget about beauty beauty beauty, let’s talk about being healthy healthy healthy!

Why do we want to be healthy? First, it’s for ourselves. But second and more importantly, it’s for our loved ones. We hope to live long so that we can spend time with our loved ones more. For us to take care of our parents and give them everything they deserve. For us to see our great grand children. I cannot name a single person that wouldn’t want this. So, why don’t we get inspiration to be healthy?

One of our biggest inspirations is our family. In our #InspiredToInspire campaign, we focused on four women who are: A daughter, two mothers who are also sisters, and a grandmother.  Lola Remy is the epitome of a person who has aged so gracefully because she took care of herself since she was young. Tita Tess and Tita Mafi always looked up to their mother who taught them how to be strong and independent, and the power of love. Nina, who is from the youngest generation, saw all of the powerful women and got inspired to be just like them, and wants to pass it on to her future daughter/ son. This is how powerful inspiration can be. It can be passed from generation to generation.

Going back to my question to myself of what I want to be in the future, I now know the exact answer. That is: TO BE AN INSPIRATION. 🙂

I hope that those who will see our new LineaOrganica campaign will feel inspired, and be inspired to put their health first above everything else. To take care of themselves, to be a better son/ daughter, a better boyfriend/ girlfriend, a better husband/ wife, a better father/ mother, a better friend, a better student, a better employee, a better teacher, a better citizen— a better person that will be an inspiration for others as well.

Watch the full campaign video here:


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LineaOrganica 2018 Recap

Is it me or is 2019 going by SO QUICKLY?? I planned to do this blog post earlier and I had just now realized that it’s almost the end of January… can 2019 please slow down? :p

2018 was a great year for LineaOrganica. It was our first official year as a startup, and many events happened throughout the year that was monumental for our company. In this post, I would like to share a quick recap of everything that happened:



We kicked off the year with a fun photoshoot. We introduced the #LineaSquad, which is a group of girls that I pooled, who are confident in themselves, their line of work, and in using organic products. It was so much fun because I got to work with friends, so it didn’t feel like work at all!

Continue reading “LineaOrganica 2018 Recap”

The LineaOrganica Story – Thank you, 2017!

“She believed she could, so she did”.

This quote by R.S. Grey is one that helped me a lot throughout 2017, wherein I, together with my parents, Jack and Ruby, built this new dream company of ours named LineaOrganica.

The dream was born January 2017, wherein we had this crazy idea of putting up organic retail shops all over the Philippines. We wanted to be the first ones to pioneer the use of organic beauty products and educate the market about its benefits. We spent a lot of time doing R&D and finally, around March, we were ready to “get the show on the road”.

We did tons of research about what is out there in the organic market, focusing mainly in Europe and U.S., because this is where the strictest organic certification bodies were found. We found several different brands from different countries like Italy, Spain, Turkey, Germany, and the US. We flew and visited each company one by one, met their owners and teams, visited their factories, checked the quality of their products and got the details of their certifications.

This is why I can assure each and every customer of LineaOrganica, that all brands were carefully curated and all the products are well-tested.



In fact, I started a vlog, wherein I took my camera with me during all our travels and documented my experience of going to the different companies. It was a crazy idea because you usually don’t vlog while doing business but I thought it was a unique way to show people the reality and what goes behind the scenes in developing a business.

Starting a business, especially nowadays, is not easy at all. You need to have a purpose (why are you starting a business at all?), thus having a clear vision of where you want your company to go and finally, you need to the willpower to JUST DO IT. Continue reading “The LineaOrganica Story – Thank you, 2017!”

I Travelled To Europe To Search for Organic Products

Hi guys! I’m sorry I have been so MIA for the past month. If you’ve been following me on twitter (@mikeefederizo; shameless plug) then you know that I was in Europe for a whole month.

Just like what I did in India, I came there to check out beauty brands that are certified organic and natural. I went to 5 different countries–Turkey, Spain, Italy, Poland and Germany. I had only visited Italy and Germany before so I was excited not just to be on this fun “business” trip but also to learn about new cultures.

I arrived back home in Manila 3 days ago and have been extremely sick since. 😦 As I’m writing this post, I’m currently in bed unable to move around so much because I got this massive headache, cough, colds, fever…plus horrible jet lag. I’m not here to complain though–I wanted to get on here and write my initial thoughts about my trip while it’s still fresh in my mind.

Here goes a very candid story time:

This trip is HANDS DOWN the most tiring trip I’ve EVER had in my life.

The schedule was: Turkey (Izmir) for 2 days, Spain (Valencia, Barcelona) for 5 days, Italy  (Montecatini, Bologna, Milan) for 7 days, Poland (Krakow) for 2 days, back to Italy (Pistoia, Milan) for 2 days and finally, Germany (Nuremberg, Speyer, Frankfurt) for 6 days.

I can’t count how many airplanes, trains, bus rides I’ve had this month–which consisted of waiting, sitting down for hours, carrying our crazy heavy luggage, running after bus schedules, missing trains because A) sometimes they don’t follow schedules, B) they change platforms, C) they announce in their local language which well, we don’t understand, skipping meals, arriving at a new city usually around 11pm when there are no open restaurants anymore, getting lost A LOT walking, walking and more walking. There were days when we would travel for 4 hours, 10 hours and the longest… 16 hours. Yes, 16 full hours where we would get up at 3am and arrive at our next destination 11pm.

On the other hand, I’m feeling beyond THANKFUL that I’ve experienced different cultures and met so many wonderful people, all in such a short time.

In a very very short description, here’s what I can say for each country:

TURKEY – Great people who won’t let you not have a drink, whether it be Turkish coffee (my new found fav!) or Turkish tea.

SPAIN – The most chill people ever who takes siesta time very seriously. Notable: here I got to eat the best seafood in my life!! (for so many years it was Hawaii but now Spain has surpassed this)

ITALY – The masters of work-life balance. So amazing to see how they love life and value their family and friends so much. Here I also learned to love espresso after lunchtime!

POLAND – Cold. Very cold. But, full of history! I walked around the city center and learned a historical fact literally every 15 seconds.

GERMANY – Well, Germany’s Germany. I’ve been always so amazed by how they think. I also love the feeling of freedom here–both in speech and expression.