Primeline becomes first merchant partner of Novaluxia App

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MANILA, Philippines — Novaluxia Innovation Corporation has officially signed its first local merchant partnership with Primeline Philippines Inc., marking a key milestone in the platform’s expansion into community-driven digital commerce.

The memorandum of agreement was formalized during a signing ceremony at Dr. Wine Poblacion in Makati, following a morning tour of Primeline’s headquarters and warehouse facilities.

The visit highlighted the company’s operational systems and distribution capabilities, ensuring strong supply chain support for products to be integrated into the Novaluxia app.

Under the initial rollout, several Primeline brands are now available on the platform, including JML Beauty, JML Clean, IN2IT, Instant Beauty from Within, Scentchips and Aquadry. More brands—such as Touch Beauty, Mr. Clean, Bling, SammyJ and Basic Care—are set to follow in the next phase.

Christopher James Payne, president and CEO of Primeline, described the partnership as a meaningful step forward.

“We are excited to collaborate with a forward-thinking platform that values innovation and community,” Payne said. “Together, we aim to deliver quality products to more Filipino consumers while building a stronger digital ecosystem.”

The partnership strengthens Novaluxia’s growing marketplace by combining established retail brands with a technology-enabled platform designed to empower community sellers and entrepreneurs.

As Novaluxia continues to onboard new partners, the company positions itself as an emerging player in the Philippines’ evolving e-commerce landscape.

Editor’s Note: This press release from Novaluxia Innovation Corp. is published by the Advertising Content Team that is independent from our Editorial Newsroom.