Vlogger couple Ericka and Mhar Jhun Santos embody the story of millions of entrepreneurs who have effectively capitalized on social media, not just for self-expression and entertainment but also for business.
From a simple TikTok hobby, they have found success—not just as vloggers but as entrepreneurs—turning Doozzie into a full-scale pet food enterprise committed to providing healthier options for pets.
“We joined TikTok Shop in March 2023, noticing both small and big brands thriving on the platform. The mix of brands already on TikTok Shop sparked our curiosity. It felt like the right time to test if it could work for us, so we decided to take the leap and see if the platform could help us grow,” both said.
Leveraging social media
Before the pandemic, Ericka and Mar Jun were already active on TikTok, posting videos individually and as a couple. Their content revolved around their pets, sharing daily moments and experiences with fellow pet lovers.
As they explored different pet food options for their dogs, they realized that many of the products they promoted or received as gifts were not as healthy as they seemed.
“We noticed that some pet foods we were feeding our dogs weren’t really good for them. That realization pushed us to create our own pet food brand, Doozzie,” Ericka recalled.
Business owners
Driven by a growing concern for pet health, Mhar Jhun and Ericka decided to take the initiative and create their own pet food. Starting small, they began experimenting with recipes in their spare time, crafting food that would be both nutritious and irresistible to pets.
Both left their jobs to dedicate themselves fully to the business. Mhar Jhun, previously an architect, and Ericka, who had worked at a call center, shifted their focus entirely to Doozzie.
As they gained traction with their content, they saw an opportunity to introduce their homemade pet food to their growing audience. The positive reception encouraged them to expand their operations.
Before long, Doozzie transformed from a small project into a full-fledged business. Starting from scratch, however, presented many challenges. They faced financial obstacles, particularly in purchasing costly machinery and sourcing high-quality ingredients.
“We wanted something more safe and effective than what’s currently on the market. Developing a new product isn’t easy, especially with limited resources, but we took the risk with what we had. There were some trial and errors encountered, but we eventually came out with the product we wanted. At first, we were worried that no one was buying our product, but slowly, as more fur-parents tried, tested and trusted Doozzie, we garnered more sales,” Mhar Jhun said.
Rather than taking shortcuts, they reinvested their earnings back into the business. Every time they made a profit, they upgraded their machines and improved their production process.
To ensure the quality and safety of their products, they sought guidance from food technicians and food engineers. The Department of Science and Technology (DOST) provided them with assistance in obtaining nutritional facts, but beyond that, they built their enterprise using their own resources.
Key to success
TikTok played a crucial role in the success of Doozzie. By consistently uploading daily content, the couple built a strong following. Their vlogs showcased how their pets reacted to their food, highlighting the quality and health benefits.
“People saw how healthy and happy our pets were, and they became curious about what we were feeding them. That’s how TikTok helped us grow our brand,” Ericka said.
With over 1.3 million followers on TikTok and Facebook combined, their brand visibility skyrocketed, leading to increased sales and business expansion.
Today, Doozzie offers a variety of pet food products including dry food, wet food, treats and organic supplements. Unlike many brands that rebrand existing products, the couple takes pride in manufacturing their own.
Extra mile for pets
Since launching commercially in March 2023, Doozzie has seen rapid growth. Their products are now being exported to countries like the United Arab Emirates, Italy and Canada, where fellow Filipinos started reselling them.
“Every month, we think of new products because not all items are bestsellers forever. We constantly innovate to keep our brand fresh,” Ericka said, adding that posting a lot of product videos live-selling helps increase sales.
The couple is now focused on expanding their manufacturing capacity, developing new product lines and strengthening their online presence. They also plan to continue their TikTok vlogs, as their engaging content remains a powerful marketing tool.
As first-time business owners, Mhar Jhun and Ericka faced the uncertainties of entrepreneurship with a mix of excitement and anxiety.
“Don’t be afraid to try. Many big brands exist, but that shouldn’t stop you from pursuing your ideas. Take risks, be patient, and most importantly, enjoy what you do. If you love what you’re doing, success will follow,” Mhar Jhun said.
