Like many entrepreneurs, the Hortalezas sought a big success. It began as the brainchild of Cresencio and Cecilia Hortaleza. In 1960, they spotted an opportunity because the beauty industry was in-demand with galenicals (acetone, cuticle removers, nail varnishes, etc.) and hair spray. They decided to make a small shop in Sta. Mesa that caters to consumers for just that- high-quality products at an affordable price. The gambit proved successful, they became a household name and their business continued to grow. Today, Hortaleza has an enormous selection of beauty supplies- products, tools, equipment and furniture, and is the frontrunner in the craft of sharpening.