Overview

Going Straight Inc. is one of the largest beauty chains in the Philippines, employing 250 employees in locations nationwide. It started its journey over thirty years ago as the brainchild of an entrepreneurial couple that saw the potential of a hair straightening business in the Philippines. Thus, in the early 90’s, Going Straight emerged and became the pioneer of hair straightening technology in the Philippines. In the 90’s, the company was still using the old technology of hair straightening which involved refined acids. Years passed and innovations with hair services followed. Today, hair straightening and smoothing is done through advanced chemicals with a wide array of choices from Rebonding, Relaxing, Brazillan Blowout, Keratin Protein Treatments, and some, even with naturally sourced ingredients. Throughout the years, Going Straight was also able to partner up with international brands like Loreal, Wella, and Lakme. Apart from partnering with international brands, Going Straight established its own line of products called ‘Going Straight Exclusives’. These are products that range from shampoo, conditioners, hair oils, body lotions and other consumer products. These products were established in the 90’s and to this day the original formula exists and is being distributed and favored by clients nationwide. In 2018, it underwent a transformation project that changed its company branding, store designs and locations, launched innovative products lines and created a total manpower retraining. Going Straight ultimately launched it's new brand called Amave, which to this day continues to expand in the Filipino market nationwide. Through the changes of landscapes in the beauty industry over the years, Going Straight has remained strong and steadfast; continually finding ways to improve and innovate its products for the love of giving quality products to their clients.