By Aira Villanueva-Vinoya, PRA
Cliché as it may sound, dreams do come true, but only if you’re bold enough to chase them. It’s one thing to dream; it’s another to act.
The Philippine Retailers Association (PRA)’s Let’s Talk Retail Podcast returns with a new episode in its 6th season under the theme “The Next Generation of Retailers.” In Episode 46, we shine the spotlight on a small-town boy with a big-city dream: Joel Martin Andrade, a proud son of Baguio City who dared to believe he was meant for more, and made it happen.
Now the co-founder and creative director of one of the most innovative and forward-thinking beauty brands in the country, Issy Cosmetics, Joel’s journey is a testament to grit, clarity, and vision.
With the mindset, “this town is too small for me,” Joel set his sights on Manila. He made a strategic move by enrolling in the University of Santo Tomas (UST) Conservatory of Music, a course unavailable in his hometown, but one his parents wholeheartedly supported, marking his first step toward something greater. Upon arriving in the city, he told himself, “Watch me, I’m going to make something of myself here.”
But the path wasn’t paved in silver.
After a year in music, Joel shifted gears and entered fashion school, only to drop out when he realized that everything being taught, he had already mastered on his own. He had educated himself, instinctively, through curiosity and passion.
Before stepping into the beauty industry, Joel found himself working in a call center. It wasn’t glamorous, but it was formative.
“It’s true what they say, your first job shapes you. That experience gave me clarity about what I didn’t want to do. And when you know what you’re not for, everything you pursue from then on starts aligning with who you really are.”
His story reminds us that the road to success is rarely straight. Sometimes, it takes unexpected turns, dips, and detours before you arrive at your destination.
Today, Joel leads the creative vision behind Issy Cosmetics, a brand at the forefront of the local beauty scene, bold, inclusive, and forward-thinking.
Discover the full story of how this dreamer from Baguio became a creative force in retail and beauty.
Catch the newest episode of Let’s Talk Retail premiering October 6, 2025 at 10:00 AM, exclusively on the PRA YouTube and Spotify Channels.
