When the world came to a standstill in 2020, most businesses pressed pause. But not Jem and Mae, two relentless visionaries who turned PHP 500 into a household cleaning empire. Their company, Wise Cleaner, did more than just survive the pandemic—it thrived, becoming a multi-million-peso brand.
But this isn’t just a rags-to-riches story. It’s a masterclass in finding opportunity amid adversity, a case study in trust, resilience, and the human spirit.
The Spark That Ignited a Revolution
The idea sparked during the pandemic in 2020 when Jem stumbled upon online tutorials about making dishwashing liquid. With determination, she started researching raw materials and formulations, leveraging free resources like YouTube and Google.
Initially, they created small batches of dishwashing liquid with just PHP 500 and discovered its profitability after doubling their investment.
Jem didn’t stop there. With her husband’s unwavering support, they risked their last PHP 30,000. They navigated challenges like sourcing raw materials, recycling PET bottles for packaging, and juggling family responsibilities. The seed of Wise Cleaner was planted.
A Partnership Forged in Trust
Every entrepreneur needs a partner who complements their weaknesses. For Jem, that partner was her niece, Mae, who joined as CEO in late 2020. Mae brought technical expertise, honed as an IT professional and flight attendant, to streamline operations and dominate digital marketing.
The duo wasn’t without disagreements. They wrestled with decisions about product formulas and employee management. But what kept them together was their shared vision, mutual respect, and a golden rule: never break trust.
From Survival to Impact
Wise Cleaner wasn’t just about products—it was about people. From the start, Jem and Mae made their brand community-driven. Their strategy? Teach customers how to make their own cleaning products through free online tutorials and offer affordable DIY kits.
This wasn’t just a business—it was a movement. By empowering others to create their own micro-businesses, Wise Cleaner became synonymous with opportunity.
Their marketing brilliance shone, leveraging social media, influencers, and e-commerce platforms like Shopee, Lazada, and TikTok Shop. The results? Sales topping PHP 500 million by 2023.
The Quiet Power of Humility
Even with their meteoric rise, Jem and Mae stayed grounded. Forget flashy cars and luxury bags—this duo prioritized reinvestment, community building, and personal growth. Their secret? Gratitude.
Jem sums it up best: “We didn’t ask for this. It’s a blessing, and we’re just stewards.” Their success isn’t just theirs—it’s shared with every distributor, customer, and team member who believed in their vision.
Lessons for Dreamers and Doers
Wise Cleaner is more than a brand; it’s proof that audacity, paired with purpose, can rewrite the rules of success. Here’s what you can take away:
- Start small, dream big: A PHP 500 batch of dishwashing liquid became a multi-million-peso business.
- Leverage what’s free: Jem and Mae turned free online resources into a thriving empire.
- Lead with generosity: Their free tutorials and affordable kits empowered thousands to create their own businesses.
- Stay humble, stay hungry: Success didn’t change their mission—it magnified it.
How You Can Join the Movement
Wise Cleaner isn’t just a business—it’s a platform for empowerment. Interested in starting your own cleaning product business micro-enterprise? Explore their DIY kits or become a distributor.
Connect with Wise Cleaner:
- Facebook: Wise Cleaner PH
- TikTok: Wise Cleaner Official
- Website: https://www.wisecleaner.ph/
The Bottom Line
The world doesn’t need another product. It needs solutions, stories, and opportunities. Jem and Mae didn’t just sell dishwashing liquid—they created a movement, empowering people to clean up their homes and build their dreams.
Adversity is inevitable. What you do with it? That’s the difference between staying stuck and building something extraordinary. Wise Cleaner proves that with vision, courage, and heart, anyone can turn a crisis into a legacy.
Watch the full story on their YouTube channel.
