Frontrow International, one of the Philippines’ top distribution companies, has announced the abrupt discontinuation of its flagship product, Luxxe White, catching consumers and industry insiders by surprise.
The company made the announcement on social media on Monday, accompanied by a billboard along EDSA-Guadalupe that read, “Paalam, Luxxe White” (Goodbye, Luxxe White). The news quickly gained attention online, leaving customers and distributors in disbelief.
Company founders RS Francisco, an actor and producer, and businessman Sam Verzosa, who is running for Manila mayor, have yet to comment on the decision, fueling speculation over the reasons behind the move.
Luxxe White, a glutathione supplement, had been a dominant brand in the health and beauty market for 15 years, with a strong customer base in the Philippines and abroad. Its popularity was bolstered by endorsements from celebrities, including singer Regine Velasquez-Alcasid, Korean actor Cha Eun-Woo, actress Gretchen Barretto, and Miss Universe 2018 Catriona Gray.
The sudden halt of the product raises questions about the company’s direction, as well as its impact on distributors who relied on Luxxe White’s sales. As industry observers await an official explanation, the silence from Frontrow’s leadership has only added to the uncertainty.