Celeste Cortesi reveals concern as ASUL business continues to grow
- Celeste Cortesi opened up about the challenges of finding a CEO for her growing beauty brand, ASUL
- The beauty queen admitted that trusting someone new with the business is not easy for her
- She wants the person who takes the role to fully understand the brand, its direction, and its values
- Her concerns were featured in the fourth episode of the documentary series Celeste Unscripted
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Celeste Cortesi opened up about one of the challenges she is facing as her beauty business continues to grow.
Source: Facebook
In the fourth episode of Celeste Unscripted, the former Miss Universe Philippines 2022 titleholder talked about her search for a CEO who could help lead ASUL.
The beauty queen said finding the right person for the role has not been simple because of how personally invested she is in the brand.
“So, to be honest, it's not easy to find a CEO, especially I care so much about the brand,” Celeste said.
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For her, the position is not only about managing the company. She also wants someone who understands what ASUL stands for and where she wants to take it.
“Finding a CEO is not easy, and I just want to make sure that this person knows very well the brand, and what I want to bring the brand and the values,” she explained.
Celeste also admitted that trust remains one of her biggest concerns.
“It's hard for me to trust, basically a stranger, with my business,” she added.
Her search for a CEO comes as ASUL enters another stage of growth. In the same episode, Celeste and her team were shown looking at possible office spaces in Bonifacio Global City that could become the brand’s new home.
The development gave viewers a glimpse of the responsibilities she now faces as an entrepreneur. Aside from making decisions about the company’s future, she also has to consider who she can trust to help manage the business.
Celeste Unscripted gives viewers a closer look at that part of her life. The documentary series follows the beauty queen as she navigates business, relationships, motherhood, and her life after pageantry.
Michael Carandang, the creator of the show and co-founder of Goat Creative Studios, previously explained that authenticity is an important part of the production.
He also shared that while he has the final say on the edit, he tries to approach the stories featured in the series with kindness and compassion.
Celeste previously said that joining the documentary allowed viewers to see a side of her that they had not normally seen during her pageant years.
“I think it's really one of a kind, especially for the Philippines. We went through a lot,” she said about the series.
She added, “I think I also show a side of me nobody ever saw, especially coming from pageantry.”
The series also features people close to Celeste, including Jonathan “Jonny” Sterling, her best friend Benj, and Marky, her right-hand man at ASUL.
As the brand continues to grow, the fourth episode showed that Celeste is carefully considering how much responsibility she is ready to hand over and who she can trust with the business.
Hailing from an Italian father and Filipina mother, Celeste Cortesi spent her formative years abroad prior to migrating to the Philippines to follow her pageant calling. Following her debut at Miss Earth Philippines 2018, she soared to national prominence after securing the prestigious Miss Universe Philippines 2022 crown.
During the same interview over Fast Talk with Boy Abunda, Celeste addressed persistent speculations head-on and cleared the air regarding alleged split rumors involving her and British entrepreneur Jonathan Sterling. Veteran talk show host Boy Abunda directly raised questions about the rumored separation during a candid interview segment on his afternoon program.
It can be recalled that whispers and online chatter regarding a potential parting of ways were firmly put to rest by the high-profile pair themselves. Expressing heartfelt gratitude, the soon-to-be mother praised her partner for easing the physical and emotional hurdles of her pregnancy journey. Using his characteristic humor, the businessman addressed online fabrications by playfully setting the record straight about his personal wealth. Standing united against external noise, the couple emphasized that their relationship is solid as they eagerly look forward to parenthood.
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