DeTa: A Story of Love and Beauty

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How often is it that we see a heterosexual male not only appreciate, but actually love the cosmetics and beauty industry? And how often is it that we see a heterosexual male actually become a makeup artist?

Not very often, huh? But that is exactly the case with Saad Maniar, CEO of DeTa Beauty.

How did this unexpected journey into the cosmetics and beauty business come about for Saad and his wife, Kathleen (DeTa Beauty CCO)? Let’s find out …


About two years ago, the couple was preparing to attend a wedding. As she was putting on some makeup, Kathleen suddenly said: “Man, it would be really nice to have my own makeup line.” And as luck would have it, Saad actually took note of that casual remark! He has observed that Kathleen has pure happiness on her face whenever she applies makeup or even just talks about it; he wanted to make her dream of having her own makeup line come true. But he knew nothing about makeup! So what was he to do?

He started doing some research.

A few days later, Kathleen was surprised when, while she was doing her makeup, Saad started asking random questions, such as, “What’s a liquid lipstick?” or “What’s this contour thingy?” She found it really weird at that time, as any wife probably would, right?


Photo from Deta Beauty's Facebook Page, used with permission from the brand


After a few months passed, Saad told Kathleen he wanted to go on vacation to Canada. Since they don’t usually go to Canada for a quick getaway, Kathleen started to suspect that her husband was up to something. True enough, the day after they arrived in Canada, Saad brought her to a warehouse where she was introduced to several makeup developers!

When the initial shock wore off, Kathleen became very excited, and the couple immediately began working on their very own makeup line. They now have foundation, eye shadows, highlight/contour, lipsticks, and lip lacquer in their selection. Also, the DeTa Beauty waterproof lip pencils will be coming out soon!


Photo from Deta Beauty's Facebook Page, used with permission from the brand


First Launched in Cagayan de Oro, Philippines!


Yes, you read that right. The DeTa Beauty makeup line was first launched in Cagayan de Oro City, Philippines. But why? Here’s the story:


A month before the couple got married in 2014, Saad broke his foot. Since they had previously decided to honeymoon in Cagayan de Oro (CDO) so he could meet Kathleen’s family, he thought about postponing their honeymoon because of his broken foot. But Kathleen assured him that he doesn’t have anything to worry about.

She was right, of course. From the moment they got on their flight throughout their stay in CDO, there was always someone helping Saad to get around. People helped him climb stairs, get on a jeepney, or be seated comfortably in a restaurant. He came to understand why the city is known as The City of Golden Friendship.

When the time came for the couple to decide where they should first launch their makeup line, it was a no-brainer! They both chose Cagayan de Oro as the place for their grand launch.

But whether you’re in Cagayan de Oro or elsewhere, one thing holds true: You now have a new makeup line to look out for. And guess what? DeTa Beauty products are all paraben-free and cruelty-free! This means they are free from potentially harmful chemicals and were NEVER tested on animals.


PS. Find this post on the DeTa Beauty Facebook page! DeTa Beauty’s hosting a social media contest right now, and the mechanics are so easy. Like, share and win now!




Tags: beauty, Cagayan de Oro, Cagayan de Oro City, CdeO, CDO, CDO City, DeTa, DeTa Beauty, makeup