Vibelle Distribution Inc. (VDI) was established in 2005 to spin off from Vibelle Manufacturing Corporation (VMC) the marketing and sales and distribution functions. This was done to give focus and greater autonomy to developing and promoting the Vibelle brands and to ensure market presence and improve sales of Vibelle products. As a wholly owned subsidiary of VMC, VDI operates as a separate legal entity but considers itself still a close member of the Vibelle family and adopts the values and work philosophy of VMC.
VMC traces its humble beginnings to the post-war era when the late Don Vicente Ang Genato began manufacturing pomade and loose powder in a modest backyard operation. Not realizing then that his small business enterprise would be the start of a large corporation, the industrious man steered the business into full operations, gradually acquiring additional equipment and introducing rigid quality control in all production processes at its in-house laboratory. The business soon introduced other products to meet the increasing demand for quality cosmetics. By 1967, Vibelle was incorporated as a famjly-owned corporation.
The company’s turning point came with the introduction and successful marketing of Caronia, a homegrown brand of nail polish. Since then, Vibelle has earned its name as the forerunner in the personal care market through its well-established and well-known brands. More recently, Caronia expanded its product line to include new hand and foot care products such as the revitalizing foot soak and the nourishing crème with a unique tea tree scent.
In 1968, Vibelle acquired the license from the Andrew Jergens Company USA to manufacture and distribute personal care products under the Jergens label, establishing Jergens as a byword in the Filipino household. Shortly after, “Gee Your Hair Smells Terrific“ Shampoo and Conditioner were introduced in the market with an upbeat and aggressive advertising campaign that generated high recall through its catchphrase label. The hair care line captured a sizeable market share for sometime.
In 1993, breakthroughs in Jergens skincare products catapulted the company to a leading position in the market, dominating it with a 40% market share. From this time and in the following 20 years, the Caronia nail care line enjoyed dominance in the market previously unprecedented for a local brand.
Through the years, additional lines were introduced like Joie Cosmetics, Queenie Cosmetics, P. Roberts for Men and toothpaste brands Fresh and White and White on White. Production and marketing of these brands, however, were gradually discontinued as the personal care market changed due to changing consumer expectations.
Today, Vibelle carries a wide range of personal care items committed to promoting healthful living among the Filipino people