Diego Buenaflor

Diego Buenaflor is a founder, CEO and operator with deep experience scaling consumer brands and digital commerce businesses. As the co-founder and CEO of Ellana Cosmetics, he led the transformation of a small indie beauty brand into one of the Philippines’ leading clean beauty companies, growing the business into an eight-figure enterprise and building an omni-channel ecosystem spanning e-commerce, retail and marketplaces. Under his leadership, Ellana became a recognized digital commerce leader, fulfilling millions of direct-to-consumer orders and earning the Shopify Milestone Award for surpassing 100,000 online orders. Diego also serves on the board of several consumer and food service businesses, including BIGGS Inc., one of the Philippines’ most established restaurant chains. At Stackd, Diego provides strategic perspective from the brand side, helping ensure that our operational approach to TikTok Shop aligns with the real challenges founders face when scaling consumer businesses.