In a field where beauty clinics are often judged by machines, celebrity clients and glossy before-and-after transformations, Bellezza Aesthetics found itself recognized for something just as essential: trust.
The aesthetic and wellness clinic, led by mother-and-daughter team Cristina and Dana Decena, was recently named “Beauty Clinic of the Year” at the 7th VP Choice Awards, standing out in a category that included The Aivee Clinic, Avignon Clinic, Royal Aesthetics, Elyse Aesthetics and Belo Medical Group.
For the Decenas, the recognition came as a surprise.
“We were really surprised,” recalled Dana, who works closely with her mother in the family-led clinic. “Someone just posted on Instagram congratulating Bellezza for being nominated. We were shocked because usually, someone messages you about these things.”
What they later learned was that the nomination had come from netizens and that the award involved public voting. Bellezza, still relatively young beside several of the country’s longer-established aesthetic names, did not expect to win.
“To even be nominated with them was already an honor,” Dana said. “These are clinics I had seen since I was young, on television and on billboards.”
The humility is rooted in Bellezza’s beginnings. According to Dana, Cristina built the clinic in 2017 for a reason that was at once personal and practical.
“Mommy built this clinic because she wanted to have her own clinic, so she would not have to wait in line,” Dana said with a laugh. “She wanted special treatment.”
It began with one branch in Century City. Today, Bellezza Aesthetics has two branches, in Makati and Ortigas, and operates as part of CBC Group of Companies, the Decena family’s diversified business group with interests in real estate, luxury lifestyle, wellness and aesthetics, and corporate services.
Still, Dana said the clinic’s strongest appeal has remained simple.
“Whenever I ask clients, or even those who come because of word of mouth, why they choose us, the answer is usually that we do not hard-sell,” she said. “Whatever the patient really needs, that is all we recommend. You are not here to sell. You are here to make someone beautiful.”
In a market that continues to expand, that distinction matters. Dana, who is also a licensed Naturopathic practitioner, pointed out that with more clinics and beauty studios opening, clients have also become more careful.
“It is hard to trust because, of course, this is your face,” she said. “Especially if something will be injected, they have to feel safe.”
That sense of safety also explains why Bellezza remains deliberate about growth. At its Ortigas clinic, where the interview was held, Cristina said the 250-square-meter space houses six treatment rooms. With only the Makati and Ortigas branches operating for now, she emphasized the importance of having a doctor in every clinic and training the right people before expanding.
“We do not want just anyone injecting,” Cristina said. “The client always has to be safe.”
For now, Bellezza’s strongest services include skin rejuvenation for concerns such as scars, melasma, dark spots, fine lines and wrinkles, as well as tightening and slimming treatments. Dana said the clinic offers a combination of non-invasive and minimally invasive treatments, including fillers, Botox and skin boosters, but remains careful about surgery.
“Whenever someone goes under the knife, there are complications. Their life is always at risk,” she said. “As long as it can still be done without surgery, we would rather do that first.”
That philosophy is supported by their in-house doctor, Dr. Guia Valdez, whose practical beauty advice begins with the most basic protection.
“Number one is really sunscreen,” she said, especially for concerns such as melasma. She also advised patients not to experiment too quickly with harsh peeling products or active ingredients. “Always consult with your doctor before experimenting. Do not just follow every hype.”
Beyond machines, treatments and awards, however, Bellezza’s story is also about a mother’s belief that presenting oneself well is an act of self-respect. Cristina raised her daughters with the idea that looking presentable gives a person confidence and, often, opportunity.
Dana has clearly inherited the message, but made it her own.
“Beauty is power,” she said. “When you know you look good, when you know you have maximized yourself, your confidence is different. Wherever you go, whoever you face, people can feel that.”
For Cristina, now 63, beauty is no longer about trying to look young at all costs. It is about maintenance, clean living and being at peace.
“You can never look 20 again, and that is okay,” she said. “When you age, even if you want to bring back how you looked 20 years ago, you cannot. So it really becomes maintenance.”
The VP Choice Awards recognition has brought new attention to Bellezza Aesthetics, with Dana describing a sudden rise in inquiries, bookings and social media followers after the awards night. But more than pressure, the title has sharpened what the Decenas already intended to do.
“When you are called Beauty Clinic of the Year, of course there is pressure,” Dana said. “So now, our focus is the total experience. From the moment clients enter, it has to be clean, bright and beautiful. Until the moment they leave, they should think, ‘I want to come back.’”
And perhaps that is what makes the win meaningful for Bellezza: beauty here is not sold as transformation at all costs, but as care, confidence and the comfort of being in trusted hands.
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The VP Choice Awards, organized by Village Pipol and RED Entertainment, Inc., recognizes public favorites across entertainment, lifestyle, business and digital media.
Bellezza Aesthetics has branches at Bellezza Building, 5059 P. Burgos St., Poblacion, Makati, and at 17D Belvedere Tower, San Miguel Avenue, Ortigas Center, Pasig City.
