Since 2005, Dragon Edge Group has been creating remarkable brands that bring more joy to people’s lives. Behind the company’s success is a passionate team led by equally passionate leaders that ensures only the best-quality products reach stores and our homes.

Beyond its products for customers, DEG also fosters a positive work environment and unique company culture that encourages new ideas and innovative thinking among employees. This has become a cornerstone of success within the company as DEG employees and leadership, also known as “DEGsters,” As a result, “DEGsters” develop their creativity and grow their potential in line with their core values to work with integrity and excellence, practice tamang diskarte and making sure things are done on time, take care of customers, and to be humble.

DEG provides leadership programs and initiatives for employees, where they can support the growth of employees to become strong leaders in the company. DEGsters are also given the chance to get their Master’s degrees from prestigious universities, like Ateneo Graduate School of Business and Wharton School.

Opening communication with employees is also key to DEG’s success. By talking to employees and receiving constructive feedback, the company was able to improve certain fields in their company culture, such as adding a retirement package to its benefits for DEGsters who are nearing this stage in life.

“We listen to our employees and we take note of feedback that would help us improve as a company, as long as it’s aligned with our values,” says Emily Balajadia, Dragon Edge Group Co-founder and Mother of Marketing.

Dragon Edge’s first product was a bottle of Beach Hut Sunblock in 2006, which was the first and only local spray-on sunblock at the time. This innovation pushed them to create other brands that challenged the status quo, and became the pioneers of many products, such as the first baby detergent Cycles and the first natural baby bottle and nipple cleanser, Cradle.

When the COVID-19 pandemic hit in 2020, DEG quickly responded by creating and distributing COV-X alcohol in just 11 days to help communities to stay safe and healthy.

The top priority is letting DEGsters’ express their creativity. Founders Dennis and Emily Balajadia believe that the best ideas come from “relaxed, informal settings.” This encourages the team to think outside the box to come up with attention-grabbing campaigns for their brands. This has led to some of the wildest ideas, like Beach Hut becoming the first sunblock to fly to space in 2017, which was crafted during a company drinking session.

The company has also expanded nationwide, and is already selling products in Indonesia since 2006. Not only did this allow DEG to branch out further, the expansion also created many opportunities for employees to help grow the company, while also growing within it themselves.

DEG’s fearless approach allows the company to tackle challenges head-on through innovative solutions that elevate customer experience. As part of Beach Hut’s brand initiatives, the brand opened Beach Hut Bar in Boracay in 2012. It gave vacationers a spot to enjoy the beach vibe with good music and signature cocktails, while protecting them from the sun’s harmful rays. Beach Hut also introduced the first sunscreen vending machine in Caticlan Airport and Boracay to keep tourists protected from the sun.

The company also takes a creative approach in implementing CSR initiatives for communities. Running for five years, Beach Hut Sunscreen is on a mission to support and develop grassroots women’s football, empowering young girls to follow their dreams both on and off the field.  

This year, the brand hosted the first-ever Women's Beach Football Festival, showcasing the brand's dedication to empowering Filipina athletes.

DEG is also leading the way in sustainability with the thrust of saving the earth for the younger generation with the launch of eco-friendly packaging, recycling bins, and Cycles and Cradle refilling stations.

Dragon Edge Group goes beyond creating game-changing products. Being recognized as a two-time Best Place to Work awardee emphasizes how they prioritize a culture of joy and celebration, translating into a passionate team that thrives on achieving and spreading positivity. This ultimately creates a ripple effect into DEG's employee benefits, CSR initiatives, and how they push to improve the quality of life of their customers and communities. As Dennis declares, “This is just the beginning. We have set the standard with our Best Place to Work awards, and it is now up to us to uphold and surpass it.”