The Legacy of Rustan’s and How it Came to be The Luxury Beauty Source

A pioneer and tastemaker in luxury living and premium fashion and beauty, we have Rustan's to thank and the Tantoco family's story to know and be inspired by.
Reading Time: 5 minutes

The frequently echoed story of how luxury retail giant Rustan’s came to be is a tale that will never get old. Born in the living room of the late husband and wife Bienvenido Tantoco Sr. and Gliceria Rustia-Tantoco in their San Marcelino home in 1952, these small beginnings were but a prelude to the huge nationwide success that Rustan’s would later become. Throughout its history, Rustan’s has ushered many of the nation’s firsts when it comes to retail—the first wedding registry, the first gift certificate, and the first loyalty program, among many others. It continues its legacy, more than 70 years later, and the luxury purveyor and the dedicated family behind it have no intention of giving up its seat as the country’s leading luxury retailer. 

POWER COUPLE. Rustan’s was founded by the late Bienvenido ‘Benny’ Tantoco Sr. and Gliceria ‘Glecy’ Rustia-Tantoco.

SMALL BEGINNINGS. Glecy Tantoco at the first Rustan’s store in Malate, Manila. Rustan’s brought covetable brands and items from all over the world to San Marcelino.

Nikki Huang, a 4th generation scion of the clan and the founding couple’s great-granddaughter, tells The Beauty Edit about the Rustan’s legacy that her “Lola Glecy” and “Lolo Benny,” whom she fondly refers to, left behind. “What sets Rustan’s apart is the belief that every Filipino deserves the best the world has to offer. When my Lola Glecy first traveled the world with Lolo Benny and saw what luxury beauty, home, and fashion goods were like in other nations, she decided that the same level of access was not only a privilege but a right for Filipinos in their very own country,” she says. “I think this mindset has continued over the last four generations, making Rustan’s into what it has become today.”

NEXT IN LINE. Nikki Huang, the great-granddaughter of Rustan’s founders and the next generation of Tantocos will one day lead the family business.

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This access has transcended brick-and-mortar stores and now takes up digital space on Rustans.com, where many more Filipinos can virtually visit the store and shop for the best luxury items. Rustan’s has quickly pivoted to cater to growing demands for online platforms and continues to make the experience seamless for Filipino shoppers by this new means. Nikki recognizes this move as “quite the feat” and “necessary” to accommodate the next generation of shoppers. “I find everything I need on the website, and am happy to see a lot more ‘clean’ brands being distributed,” she says. She believes that her generation cares more about the environmental and social impacts of products and services and that Rustan’s has done exceptional work in catering to this.

The values of listening to their customers and anticipating their needs seem to be a recurring lesson passed on from the first generation of Tantocos, we learn from Nikki. She cites this as one of the greatest lessons she learned from her family. Decades ago, her great-grandparents successfully populated the shelves of pilot Rustan’s stores with pioneering items from world-renowned brands and mounted events that celebrated their customers. 

The ‘70s proved to be a banner decade for the corporation. The decade began with the opening of the Rustan’s flagship store in Makati, where it still stands today, and saw through curated events such as its first Italian Festival and the participation of its Our Very Own Filipiniana line in an international fair in Japan. 

KEEPING THE LEAD. Rustan’s continued to grow its portfolio, and in the ’90s, they launched Hugo Boss in the Philippines.

Today in this digital age, these much-awaited events also receive an online interpretation that is just as momentous. The Rustan’s Beauty Addict celebration, now more than a decade in the running, held its first-ever live party online in 2020 and plans to do the same to continue sharing beauty innovations that will help beauty addicts put their best faces forward. 

Digitalization treads alongside the family’s core business values of service and forward-thinking with Nikki and the next generation of Tantocos as part of the company. She hopes to see continuous growth and innovation in the online presence of Rustan’s, while still keeping true to the business’ heritage. To add, she has her own big plans for the company, by anchoring it on sustainable practices and continuing to expand the brand repertoire. “I hope to pursue a business model that is sustainable on all fronts for Rustan’s: economically, socially, environmentally. I’m very passionate about pursuing the triple bottom line,” she says. “There are so many up-and-coming brands on the global scene that have yet to make it to the Philippines; it is my greatest wish that Rustan’s is able to distribute them in the future.”

Nikki Huang’s Top Beauty Picks

With so many luxury beauty finds to source and scour through at Rustan’s, it can be excitingly overwhelming. We asked Nikki Huang herself what her go-tos are.

NARS Sheer Glow Foundation

P2,750, Rustan’s

Estée Lauder Advanced Night Repair Serum

P6,800, Rustan’s

Estée Lauder Vitamin C Serum

P7,950, Rustan’s

Aveda Invati Exfoliating Shampoo

P10,900, Rustan’s

Anastasia Beverly Hills Brow Wiz Pencil

P1,600, Rustan’s
PHOTOGRAPHS COURTESY OF RUSTAN’S. VINTAGE SQUARE FRAME BY © KRIMKATE VIA CANVA.COM. FLORAL BACKGROUND VIA FREEPIK.COM. THIS STORY WAS FIRST AND ORIGINALLY PUBLISHED IN THE BEAUTY EDIT MAGAZINE VOL. 4 IN 2021. MINOR EDITS HAVE BEEN MADE TO UPDATE SOME DETAILS.

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