ABOUT COVET HOLDING GROUP
Building Trusted Brands That Inspire Modern Living
Covet Holding Group is a Philippines-based multi-brand ecosystem connecting people with trusted products, innovative services, and lifestyle experiences through a growing portfolio of consumer-focused businesses.
WHO WE ARE
Building More Than Businesses.
Covet Holding Group is a diversified holding company dedicated to building and growing consumer-focused brands that enrich modern lifestyles.
Through a growing ecosystem spanning e-commerce, fashion, wellness, travel, digital solutions, and social impact, we connect people with trusted products, meaningful services, and exceptional experiences.
Every brand within our portfolio is guided by the same principles—innovation, integrity, excellence, and customer-first thinking. Together, they form a unified ecosystem designed for sustainable growth and long-term value.
- Covet Brands
- 6
- Trusted Partners
- 200+
- Philippines-Based Company
- 1
- Shared Vision
- 1
OUR PURPOSE
Mission & Vision
Mission
Creating Lasting Value
To build trusted brands that deliver innovative products, exceptional services, and meaningful experiences while creating lasting value for customers, partners, communities, and stakeholders.
Vision
Shaping Tomorrow
To become a globally recognized holding company known for creating innovative, trusted, and sustainable brands that shape the future of modern living.
OUR FOUNDATION
Core Values
Excellence
We pursue the highest standards in everything we create and every experience we deliver.
Innovation
We continuously improve through creativity, technology, and forward-thinking solutions.
Integrity
We build trust through honesty, transparency, and accountability.
Customer First
Every decision begins with creating meaningful value for our customers.
Collaboration
We believe lasting success is built through teamwork and trusted partnerships.
Community
We strive to create positive and lasting impact for the communities we serve.
OUR ECOSYSTEM
Six Brands. One Vision.
Every Covet brand plays a unique role while sharing one commitment — delivering exceptional products, trusted services, and memorable experiences through one connected ecosystem.
LEADERSHIP
The People Behind
The Vision
Guided by experience, integrity, and innovation, our leadership team is committed to building a sustainable ecosystem of trusted brands that create lasting value.
Ali Bushari
CEO & Founder
John Mark Tabuena
Chief Operating Officer
OUR JOURNEY
Company Timeline
The Beginning
Covet’s journey began in 2019 with Covet Life, establishing the foundation for what would later grow into the wider Covet ecosystem.
Brand Expansion
Covet CARES was introduced in 2021, expanding the Covet vision into charitable and community-focused initiatives.
Covet Holding Group
In 2024, the Covet Holding Group identity unified the growing ecosystem, which continued to develop with the launch of Covet Sarap.
Brand Expansion
Covet expanded further in 2025 with Covet Solutions, focused on digital and technology opportunities, and Covet Escape, focused on travel and experiences.
Brand Expansion
The ecosystem expanded again in 2026 with Covet Essence, bringing fashion, beauty, activewear, comfort, and lifestyle discoveries into the Covet portfolio.
Future
Global Growth
Aspiring to reach more people through innovation, strategic partnerships, and new consumer-focused ventures.
JOIN OUR JOURNEY
Building Tomorrow,
Together.
Discover our growing ecosystem of brands, explore strategic partnership opportunities, and become part of a future driven by innovation, trust, and excellence.