Personal Collection's Tuff wins FMCG Asia Awards 2024 for excellence in home care

Tuff, one of the Philippines' leading home care brands, continues to make a significant impact, solidifying its reputation as an essential household name across the country.

Personal Collection Direct Selling (PCDSI) was recently celebrated at the FMCG Asia Awards 2024, receiving recognition for Tuff as the Home Brand of the Year - Philippines. This award highlights Tuff’s reliability, effectiveness, and its position as a trusted choice amongst Filipino households.

The Tuff brand offers a range of expertly crafted cleaning solutions tailored to meet every household need, from disinfecting toilets and cleaning laundry to removing stubborn stains on dishes and protecting surfaces. Each Tuff product is designed for optimal performance and ease of use, making everyday cleaning tasks simpler and more efficient.

Leading this growth is Tuff Toilet Bowl Cleanser, which has shown impressive gains over the past year, responding to consumers' demand for effective and hygienic bathroom cleaning solutions. Additionally, Tuff Naturals Liquid Laundry Detergent has strengthened its position as a cornerstone of the brand, reflecting its appeal amongst customers. Tuff Multi-Surface Cleaner has also seen a notable increase, aligning with the growing consumer preference for versatile, cost-effective cleaning solutions.

A key factor in Tuff’s ongoing success is its commitment to sustainability, particularly with its Tuff Naturals line. Most Tuff products are packaged in biodegradable materials, designed to biodegrade within five to ten years in landfill conditions—an initiative that helps tackle one of the Philippines' most pressing environmental challenges: plastic waste. Tuff Naturals Bathroom and Toilet Bowl Cleanser and Tuff Naturals LLD, with both biodegradable packaging and eco-friendly formulas, respond to consumers’ growing demand for greener home care options.

Tuff’s dedication to expert cleaning and environmental stewardship strengthens its market presence, positioning it as a progressive leader in the home care industry. Each Tuff product upholds the brand’s promise to deliver highly effective cleaning solutions that contribute to a safer and healthier home environment.

"Despite challenges, Tuff’s steady growth and loyal customer base attest to its enduring value in the Filipino market. As Tuff evolves with the needs of modern households, it remains the expert partner in keeping homes clean, hygienic, and safe," Home Brand Category Director Norrell Mariano said.

For this accomplishment, Tuff from Personal Collection Direct Selling was recognised as the only Philippine brand to receive the Home Brand of the Year award.

Organised by industry magazine Retail Asia, the FMCG Asia Awards celebrates the exceptional contributions of brands across Asia’s FMCG industry, honouring outstanding products, innovative initiatives, and impactful projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].