A Childhood Memory That Sparked a Mission

Some memories never leave us. For Dan Cruz, the scent of the sea, the quiet patience of fishing with his father, and the simple joy of reeling in a catch are moments etched in his mind. But as he grew older, those fishing trips changed. The once-clear waters were now littered with plastic waste, and finding a good fishing spot became harder. That realization—of how much the environment was deteriorating—set him on a path he never expected.

Building Ecowise: From a Simple Idea to a Business with Purpose

Dan didn’t grow up wanting to be an entrepreneur. He had no background in chemistry, no business degree, just a vision and the determination to see it through. In 2019, he started thinking of ways to combat plastic waste. His idea was simple: a dishwashing product that minimized water usage and eliminated unnecessary packaging. Inspired by dissolvable vitamin tablets, he wondered—why not apply the same concept to dishwashing? In a country where most people still wash their dishes by hand, this could be revolutionary.

But bringing an idea to life is never easy. It took four years to develop his product, EcoWise, while juggling a full-time job and supporting his family. There were days when his income barely covered expenses—at one point, he chose to pay his chemist over keeping the electricity on at home. Investors were hesitant, and the business world was unforgiving. He had to fight for every step forward.

Yet, despite every setback, he kept going. For Dan, this wasn’t just about launching a business—it was about creating something that mattered. That something became Ecowise, a brand built on the idea that sustainability should be accessible to everyone. Many advised him to target wealthier customers, but he refused. “Sustainability shouldn’t be just for the rich,” he argues. “Everyone should have access to eco-friendly products without feeling like they’re being forced to pay a premium.” His goal wasn’t just to create an alternative to traditional dishwashing liquid; he wanted to change mindsets and habits, proving that sustainable living could be both affordable and practical.

Turning Grief Into Motivation

Just as his product was beginning to gain traction, life threw its hardest challenge at him. His father passed away—a man who had worked tirelessly to give his family a better life, first as a migrant worker, then as a jeepney driver, and later, selling produce by the roadside. Losing him was devastating.

“He was the reason I started,” Dan shares. “I wanted to give back to him, to my family. But I know he saw how far I’ve come.” His father’s work ethic, resilience, and love for family became the foundation of Dan’s own drive. Instead of letting grief slow him down, he used it as motivation to push forward, to build something his father would be proud of.

How TikTok Became a Game-Changer

As Ecowise grew, so did its reach, and much of that was thanks to TikTok. What started as a way to document his journey and share his vision soon became a game-changer for his business. His videos, where he explained the science behind his product and the mission behind his brand, resonated with thousands. The platform gave him direct access to consumers, allowing him to educate, inspire, and ultimately sell his product.

But more than the sales, TikTok proved that there was a real demand for sustainable solutions—people were listening, engaging, and wanting to make a difference. It also helped Dan connect with like-minded individuals, potential investors, and industry leaders who believed in his mission.

Defining Success Beyond Profit

For many, success is measured in numbers. For Dan, it’s much simpler. “Success, for me, is giving my parents a better life,” he says. “It’s making sure they don’t have to worry about their next meal, their bills, or their future.” At just 27, he has already built something that has the potential to create lasting change—not just in his family’s life, but for the environment and for consumers seeking more sustainable options.

His journey is far from over. Every step forward comes with new challenges—finding the right partners, scaling the business, ensuring the product remains affordable. He knows there’s still a long way to go, but he remains driven by the same fire that started it all.

A Vision for the Future

Dan’s dream isn’t just to grow Ecowise but to create a culture where sustainability is the norm, not the exception. He envisions expanding the brand beyond dishwashing products, introducing more household essentials that reduce waste and promote conscious living. One day, he hopes to see Ecowise in every Filipino household, proving that eco-friendly choices don’t have to come with a luxury price tag.

His advice to others? “Take it one step at a time. There will be setbacks, but don’t lose sight of why you started.”

The boy who once fished with his father, dreaming of a better life, is now a man shaping a better future—not just for himself, but for generations to come.