Former ‘Basurera’ With Zero Capital Becomes CEO of Her Own Business

A former ‘basurera’ shared her inspiring story of how she was able to turn her life around. Joy Binuya is now a successful businesswoman of beauty products.

Joy is among the many families who relied on their income of collecting recyclables from the garbage dumpsite of Payatas, Quezon City.

joy binuya
Image by Joy Binuya via Facebook

Now, the striving woman has her own beauty products company with 14 employees. Her products are being distributed all over the Philippines. Aside from owning a condominium, she has also built a 2-storey house for her family. She also sent herself to school and graduated magna cum laude with a degree in Bachelor of Science in Business Management Major in Marketing Management in 2019.

According to Joy, her childhood was spent in the mountain of garbage in Payatas. Her father died when she was just 5 years old. Her mother did everything she could to bring food to the table but it wasn’t enough. So, she and her siblings needed to work to make ends meet.

“Yes, sa pamamasura kami nabuhay at nakapag-aral,” she shared in a recent interview with

Joy starts her drop-shipping business

Joy started venturing into business by drop-shipping beauty products. What’s even more impressive is that she has zero capital. In drop-shipping, Joy becomes the “middle man” of products. She earns by adding a little amount to the products she shares.

She explained, “Yung wala akong puhunan. Kumbaga, nagbebenta lang ako para doon sa iba, pero parang ako yung parang middle man nila.”

“Reseller ka, pero wala kang onhand [money]. Taga-post ka lang, pero tumatanggap ka ng payment, ganoon. Doon ako nakaipon,” Joy continued.

When she noticed the huge opportunity in online selling, she bought a phone to become a reseller.

clarity essentials
Image by Joy Binuya via Facebook

“So I tried maging reseller. Wala akong puhunan except may cp [cellphone], load for internet, and sipag. May mga times na utang pa, but it’s okay, nagsisimula pa lang, e,” Joy shared.

“Kasi ang bilis nakaipon. Ang lakas kasi. Nung 2014, wala pa masyadong nagbebenta ganoon, so, ang bilis kong nakaipon,”, she added.

When her business started picking up, Joy took a shot at entering college. She enrolled herself at the National College of Business and Arts in Fairview, Quezon City.

Joy juggled her studies and business at the same time. “Mahirap pero dahil gusto mo yung ginagawa mo, hindi mo iniinda yung hirap. I was so blessed kasi di ako pinabayaan ni Lord,” she said.

Clarity Essentials

Now, Joy has a thriving beauty products business named Clarity Essentials. Despite the pandemic, she is proud that her 6-year-old business is still growing. Joy turned the first floor of their two-story house into an office-store.

Screengrab via Clarity Essentials via Tiktok

She had 14 employees which included her siblings. The beauty products include whitening lotions, sunscreen, soaps and many others. Joy has expanded her business as her products are being distributed by resellers all over the country

Words of advice

According to Joy, her secret to success is holding on to her dreams. She said it is important to have a goal and a dream in mind.

She said, “‘Wag ka lang mag-quit. May goal ako kahit di ko alam paano makakamit siya noon. ‘Tapos pray lang ako nang pray.

“’Tapos biglang 360, biglang ikot mo ganito na siya. Kasi kailangan may goal ka, kahit di mo alam kung paano mo siya maa-achieve,” she added.

Sally Mae

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