About us

about miladee

You deserve care too.

All over the world, women carry so much. We show up for our families, our work, our communities, and the people who depend on us. We're generous with our time, our energy, and our love — often giving until there's nothing left for ourselves.

But somewhere along the way, many of us forget to show up for the one person who needs it too: ourselves.

MILADEE was created to change that.

We believe self-care shouldn't be reserved for weekends, vacations, or special occasions. It should be part of everyday life — a simple reminder that your well-being matters too.

We're a proudly Filipino brand, born from a deeply personal story, and built for women everywhere who give so much of themselves to everyone else.

from the founder

Hi, I'm Jona.

I've always cared about self-care and the idea of choosing yourself but for a long time, it was something I struggled to actually do.

Growing up in the Philippines, I watched the people around me give endlessly to their families, their careers, their responsibilities. They carried so much with quiet strength. Yet when it came to their own comfort, rest, and well-being, it was treated as something optional — something to get to later.

The truth is, later rarely comes.

When I was younger, I assumed it would be easy to prioritize myself once the time came. But as I grew up, I found myself caught in the very same pattern. And I realized it was deeper than habit — it was something I'd absorbed from the culture I grew up in, where love so often means sacrifice. We work hard, we give back, we carry responsibilities with pride. There's real beauty and strength in that.

But somewhere along the way, many of us begin to lose ourselves.

We postpone our rest. We postpone our happiness. We postpone our lives.

And I started asking myself: what if loving the people we care about didn't have to mean losing ourselves in the process? What if we could show up for them and still make space for our own rest, dreams, and well-being?

Because we only get one life. And while sacrifice is sometimes necessary, it shouldn't be the only way we know how to love.

The more I sat with that, the more I understood it wasn't just a Filipino story — it's a story women everywhere live, in every culture, in their own way. The guilt of resting. The habit of coming last. The quiet belief that taking care of yourself is selfish.

It isn't. You deserve care too.

That belief became the foundation of MILADEE.

MILADEE was born from the idea that self-care doesn't have to be complicated, expensive, or saved for special occasions. Sometimes it starts with something small — a deep breath, a quiet evening, a few minutes of comfort, or a simple decision to choose yourself. Every product we create is designed to be a gentle reminder of that.

But more than building a wellness brand, I want to help start a conversation. A movement. A future where more women — wherever they are in the world — recognize their worth, make space for themselves, and understand that caring for themselves was never selfish to begin with.

I didn't create MILADEE just to sell products. I created it because I want to leave behind something meaningful: a reminder that after taking care of everyone else, you deserve care too.

— Jona
Founder of MILADEE

our mission

To help and inspire women around the world to care for themselves by making self-care essentials accessible, affordable, and simple. No grand routines, no guilt, no waiting for the "right" time. Just small, everyday moments of comfort that fit into real, busy lives.

our vision

A world where self-care is simply part of everyday life. Where rest isn't seen as laziness, comfort isn't treated as a luxury, and choosing yourself is never met with guilt.

We envision a generation of women who recognize their worth, prioritize their well-being, and understand that caring for themselves is what allows them to show up more fully for the people they love.