Diana Qeblawi, formerly a well-known personality on Philippine television as a “Kapamilya Deal or No Deal 26K Girl” and “StarStruck” finalist, has made a significant return to the Philippines. Now based in San Francisco and married to American engineer John Wong, Qeblawi is back with a new venture: Qeblawi Cosmetics (qeblawi.com), a beauty brand aimed at empowering Filipinas.
A Blend of Heritage and Inclusivity
Qeblawi Cosmetics stands out as the world’s first Arab-Filipina-owned cosmetics line, representing a fusion of heritage, identity, and inclusivity. With a Filipino mother and a Palestinian-Jordanian father, Qeblawi was inspired to develop a brand that reflects the diverse beauty of the modern Filipina.
“Growing up with a Filipino mom, I was immersed in the Philippines’ vibrant culture of beauty and self-expression,” Qeblawi shared. “My heritage inspired me to launch a brand that bridges cultures and empowers women to embrace their uniqueness.”
In a competitive beauty market, Qeblawi Cosmetics differentiates itself by offering halal-certified, cruelty-free, and hypoallergenic products designed to cater to all skin tones, particularly those often overlooked by mainstream brands. The flagship line includes the Radiant Skin Tint, Halal Hi-Glow Lipstick, and a Multi-Use Cheek and Lip Plumper. These products are formulated for tropical climates like the Philippines and incorporate Filipino-inspired ingredients such as coconut and moringa oil.
Qeblawi emphasized the significance of these certifications: “These certifications aren’t just labels—they’re the heart of our brand. They honor both my Arabic and Filipino roots and make beauty more inclusive and safe for everyone.”
Global Experience, Local Impact
Qeblawi’s global experiences in modeling and entertainment, including campaigns with BMW and American Eagle, alongside a successful career in the U.S. beauty industry, have shaped her inclusive vision for Qeblawi Cosmetics.
“My showbiz background exposed me to beauty standards that often excluded women who look like me,” she noted. “I wanted to create a line that feels empowering, authentic, and proudly Filipina-Arabic.”
Her return to the Philippines marks a pivotal moment in both her personal and professional life. Beyond launching her brand through online platforms and future retail partnerships, Qeblawi is also reconnecting with the local media and entertainment industries, exploring potential projects in TV hosting, teleseryes, and a docu-reality show documenting her entrepreneurial journey.
“This homecoming means everything. I’ve grown so much abroad, and now I get to bring all that back to where my journey started,” she expressed.
Looking ahead, Qeblawi envisions her cosmetics brand as a platform for mentoring young women, supporting underprivileged communities, and redefining beauty standards across Southeast Asia. She is actively exploring partnerships with organizations dedicated to empowering Filipina entrepreneurs and women in need.
“I want this brand to leave a legacy of confidence, cultural pride, and compassion,” she added. “I hope it inspires the next generation of Filipina beauty leaders.”
Diana Qeblawi’s transition from television personality to beauty entrepreneur signifies not just a reinvention, but a powerful reintroduction of her influence. With a clear focus on the essence and future of Filipino beauty, she is poised to make a lasting impact.
