It started with an idea.
Our founders Dennis and Emily Balajadia best embody our mantra of challenging the status quo and creating remarkable brands. We believe in creating mediocrity-busting results thus we come up with the first ever clear spray sun block in the Philippines – Beach Hut. And that’s where it all started.
You may call us unconventional but we believe that to achieve extraordinary results, you must stop doing ordinary things.
From our humble beginnings in 2005, DEG has grown to a portfolio of amazing brands such as Beach Hut Sunblock, Cycles Baby Detergent, Cradle Nipple and Bottle Cleanser, Bliss Lubricant, Felina Lubricant, Smart Steps, Bite Block Insect Repellent and Holy Seat Toilet Sanitizer. The different product lines are housed under DEG’s 3 subsidiaries: Naturale Labs, EVEolution and Skintimates. We at DEG are constantly seeking ways to be of better service to those all who matter to us. Join us with our journey of creating remarkable brands and amazing businesses in the years to come.
Our DEG Core Values
Brand Presence in Indonesia
Dragon Edge Group: A Decade of Innovation, Resilience, and Growth in Indonesia
Since 2012, Dragon Edge Group has made significant strides in Indonesia, with our products—Beach Hut Sunscreen, Cycles, and Cradle—becoming integral to the lives of many Indonesian families. Our journey has been marked by resilience, innovation, and a deep commitment to the local market.
Navigating Challenges and Embracing Innovation
Our product portfolio has significantly contributed to our success in Indonesia:
Beach Hut Sunscreen: Since its introduction to Bali’s shores in late 2008, Beach Hut Sunscreen has become a staple for sun protection. In 2014, a strategic rebranding effort, including surfboard-themed floor displays in key stores and the launch of new products, led to a remarkable 966% increase in sales in Bali compared to the previous year.
The pandemic, from 2020 to 2022, presented significant challenges, causing operations in Indonesia to cease temporarily. This period was a difficult time for our team and our market presence. Despite these setbacks, we have remained steadfast in our commitment to regain our standing.
A New Era of Growth
Since the pandemic, Dragon Edge Group has been focused on revitalizing our operations and reclaiming our position as a leading brand in Indonesia. Our efforts are geared towards re-establishing market presence, leveraging new strategies, and continuing to offer products that meet the evolving needs of Indonesian consumers.
Dragon Edge Group’s sales in Indonesia grew by 112% from 2012 to 2014, and we are determined to continue this trajectory of growth. Our resilience through challenging times underscores our commitment to enhancing the lives of Indonesian families with products they trust.
As we look ahead, Dragon Edge Group remains dedicated to further innovations and achieving continued success in this dynamic market.