Asia's #1 Beautique that gives back. Founded on the premise that beauty should never be one dimensional, we combat beauty dilemmas with one hand and global issues with the other.
20 YEARS EXPERIENCE
If you’re looking for an array of products featuring mainstream brands, you’re in the wrong place. We’re not interested in telling you more about the big name players, anyone can do that. What we are
good at, what we are really good at is seeking out the noteworthy, the undiscovered, the independent - products where you pay for the materials and quality - not the name. PRONOUNCED FĪ-LŎ-CĂ-LĒ
It's a play on the words philocaly and phi (ϕ) - also known as the golden ratio. We love the idea of uniting people around the world who all share a love for beauty, no matter the form. Philocaly literally means “the love of beauty”. The very basic notion behind ϕ is that it is pervasive. There’s a uniting quality. It is omnipresent - in nature, in the human face and body, in the proportions of many other species from plants to animals and solar systems. It is even found in the price and timing movements of stock markets and foreign exchange. It is comprehensive. We believe beauty doesn’t fit within a specific box of physical traits. In fact, it is the very essence of this world. KARMICALLY CHARGED™
There’s an ancient school of thought that there is a lot more to life than what we see. That there is a rule of cause and effect always in place in all matters of life. It is difficult to prove either way definitively but to us it seems likely that the universe is structured this way. Either way, we feel it would be sensible to hedge your bets. By giving away a proportion of our profits to worthy causes, we believe the hidden potency of our products are enhanced, and you not only gain the benefit of this directly but also from knowing that whenever you purchase a product from us, you have helped to make the world a better place.
