Joel Cruz's mom passes away


Joel Cruz and mom Milagros Martin Santos-Cruz

Milagros Martin Santos-Cruz, mother of fragrance entrepreneur Joel Cruz, has passed away. She was 92.


On Facebook, the "Lord of Scents" paid tribute to his mom whom he described as a very special woman.


"She was a superwoman and a dedicated wife to our father. She was my spiritual teacher, my moral guide and protector, and my business mentor. She was the best cook, gardener, a complete and amazing homemaker, and a mother figure to my eight children," said Cruz on his post on May 23.

His complete post:

"My dear nanay (Milagros Martin Santos-Cruz) was a very special woman. Indeed, she was a superwoman and a dedicated wife to our father. She was my spiritual teacher, my moral guide and protector, and my business mentor. She was the best cook, gardener, a complete and amazing homemaker, and a mother figure to my eight children.

"As much as I want to spend many more years with her, the Lord Almighty called on her to alleviate her pain and suffering. She passed away peacefully this morning at the age of 92."

"I deeply thank all of you for your prayers and outpouring support."


Cruz also thanked those who offered their prayers for the eternal repose of the soul of his mother.

"I received several comforting messages, condolences, and calls. Unfortunately, I can only reply to a few.

"I am honestly overwhelmed now and grieving and cannot attend to all of them.

"On behalf of Cruz family, we thank you so much for all your care, concern, support & love!

"Your prayers are truly appreciated!

"We will miss our loving mother "nanay"!

"God bless you all!"

Cruz is the CEO and President of Central Affirmative Co. Inc. (CACI) which produces the popular Philippine perfume brand Aficionado and other personal care products. It was established on Sept. 5, 2000.