NEWS

Portrait of Joselito Santos Cruz aka "Joel Cruz", the Hermano Mayor of UST Flores de Mayo and Santacruzan 2025

Known affectionately as the "Lord of Scents" and the visionary entrepreneur behind the fragrance company Aficionado, Mr. Joel Cruz continues to embody the core values of a Thomasian-committed, competent, and compassionate.

A proud full-blooded Thomasian, Cruz's formative years were shaped entirely within the esteemed halls of the University of Santo Tomas where he attended elementary, high school, and college. In 1986, he earned his bachelor's degree in Psychology at the College of Science. Equipped with his Thomasian education, Cruz ventured into business and built his fragrance empire, catering to the masses with his quality and affordable scents. His business acumen and contributions to society were recognized by the University, which named him the Outstanding Thomasian Alumni for Entrepreneurship and Management during the TOTAL Awards in 2012, and by the UST Alumni Association, Inc. during the Distinguished Thomasian Alumni Night (DTAN) 2022.

As Aficionado celebrates its 25th silver anniversary, Cruz has prepared a grand raffle draw giving out gifts such as cars, phones, and e-bikes to thank millions of loyal customers in the Philippines and around the globe. He planned to celebrate this milestone together with the diligent Overseas Filipino Workers in Hong Kong. This celebration exemplifies his gratitude and enduring connection to the community that has supported his vision since the year 2000.

His deep spirituality and profound devotion to the Blessed Virgin Mary made him accept the significant role of Hermano Mayor for this year's Flores de Mayo and Santacruzan festivities. His adoration of the Blessed Virgin Mary goes way back to 2020 when he was battling the COVID-19 virus. He recalls how a prayer brigade initiated by his former college classmates provided him solace during the adversity. This life-changing experience reinforced his devotion to praying the rosary every night, a practice he continues faithfully as a personal act of respect, honor, and love for the Blessed Virgin Mary. Cruz also links the floral offerings of the festivities to the fragrance oils that form the foundation of his business, which highlights the elegant intersection of his faith and profession.

He sees his engagement with the program as an opportunity to strengthen community bonds and promote spiritual growth among Thomasians. Reflecting on his younger days at UST, he remembers the regular chapel visits and celebrations of the Holy Eucharist that laid the foundation of his religious and moral character. He passionately believes that education is more than academics; it also shapes an individual's personality and morals.

Cruz during his interview.

"It's not just about building good education," Cruz emphasizes during his interview with the Office of Alumni Relations. "It's also about building good personality and character," he added.

His belief that genuine religious devotion manifests in actions fuels his support for numerous charitable initiatives, including dental and medical missions aimed at assisting and uplifting the less fortunate. Beyond his entrepreneurial success and spiritual devotion, Joel Cruz proudly serves as the ambassador for the Philippine Cancer Society.

In his personal life, he is a devoted father to eight children, seven of whom will soon be going to UST Angelicum. Like their father, the Cruz children carry forward the Thomasian tradition with Joel proudly nurturing their budding interest in business and preparing them as future leaders of Aficionado.

Through his exemplary dedication to faith, education, and community, Joel Cruz continues to inspire fellow Thomasians, reminding everyone that success is most fragrant when blended with faith and service.