Beyond “Hiyang”: Filipino Beauty Should Blend ‘Feeling’ with Science — Dermorepubliq

At the first-ever TikTok Beauty Fest Philippines held at Bonifacio Global City, Dermorepubliq led creators, experts, and enthusiasts in deeper conversations on skincare beyond product trends and viral routines. The event marked a milestone for TikTok as it expanded from being a digital content platform to a real-world hub for beauty education and community engagement, exploring how science, self-expression, and social media intersect in shaping modern beauty habits. 

One of the more talked-about sessions focused on a distinctly Filipino concern: sensitive skin, and the science behind why it is so common.

“For years, ‘hiyang’ has been the measure of whether a product works. But skin compatibility isn’t just luck, it’s also chemistry,” shared Maria Gabrielle Lim, Marketing Director of Dermorepubliq, during a fireside chat.

Lim further explained that after years in the beauty industry, she has noticed how hiyang remains the most common consumer feedback among Filipinos, often tied to how “matapang” or harsh a product feels on the skin. “Sometimes we think we know enough about skincare because we do our own research online, but there is always more to uncover when you think about the scientific side,” she said. 

Dr. Jaja Lao-Ang, a board-certified dermatologist, built on Gabbie’s observation, noting that the hiyang phenomenon is not just a matter of personal preference but rooted in biology. “There are real physiological reasons behind why some Filipinos react more strongly to certain formulations,” she explained. “Our skin has higher melanin content, which comes with both advantages and challenges. It gives us a bit more protection against UV damage, but it also makes us more prone to hyperpigmentation, irritation, and inflammation. Because of these factors, even if we have more pigment, we still need consistent sun protection. Sunscreen is essential whether you are outdoors or spending most of your time indoors.”

This shift, from anecdotal belief to scientific understanding, reflects a broader change in how Filipino consumers approach skincare. A 2025 report by Galderma, found that the Philippines leads Southeast Asia in the prevalence of sensitive skin. Dermatologists attribute this to the country’s tropical climate, pollution, and higher melanin content, which make Filipino skin more reactive to sun exposure, humidity, and stronger formulations.

The rise of mindful minimalism

Dr. Lao-Ang also addressed what she called the “pressure to over-skincare.”

“The biggest misconception I see is that more products mean better skin. Our skin barrier is delicate. The smarter approach is using fewer, targeted products that your skin can actually tolerate,” she said.

This “less is more” philosophy aligns with a growing global trend toward skin minimalism, simplified routines that prioritize barrier health over aggressive treatment layers.

From consumer feedback to lab reformulation

At the same session, Aika Vargas, Dermorepubliq’s Research and Development Lead, described how local research and community feedback guide the brand’s product development process.

“Formulating skincare is not just about mixing actives, it is about listening,” she said. “When users tell us a product feels too strong or sticky, that feedback goes straight to the lab. Each reformulation is shaped by both data and lived experience.”

It is a model increasingly seen across the local beauty scene, where social media feedback loops, dermatological insights, and in-house R&D (research and development) converge to build formulations attuned to Filipino skin realities rather than imported beauty standards.

A platform for smarter beauty

Dermorepubliq’s active presence as the official sponsor at the TikTok Beauty Fest underscored a larger message: the growing importance of skin literacy in an industry still shaped by social media trends. As TikTok Shop Philippines’ top skincare brand, Dermorepubliq used the platform not only to engage consumers but also to encourage more informed, science-based conversations around skincare.

“Our mission has always been to help Filipinos understand what goes into their skincare and why it works for them,” said Keith Sta. Barbara, Founder and President of Dermorepubliq. “Our sensitive skin-first philosophy is shaped by the needs of Filipino skin, and peace of mind matters just as much as visible results. We want to build a community that values education as much as efficacy.”

The discussion resonated with both attendees and experts, who noted that the Filipino beauty community is steadily maturing, shifting its focus from what is trending to what is proven.

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About Dermorepubliq

Dermorepubliq is a local skincare brand founded in 2020 by Keith Sta. Barbara. Specializing in science-based formulations that prioritize quality and results, Dermorepubliq offers a growing range of meticulously crafted products. Designed for men and women aged 18-35, the brand combines affordability, efficacy, and is both dermatologically tested and hypoallergenic, empowering young adults to embrace their skin's natural beauty. With a strong presence on platforms like Shopee, Lazada, TikTok, and physical stores at SM Masinag, SM Tanza, Dermorepubliq has become a leading name in the Philippine skincare industry.

You can find Dermorepubliq’s kiosks stores at the following locations:

SM Fairview: Lower Ground Level, Parkway
Riverbanks Center: KF-08, Palm Lane
SM City Masinag: Lower Ground Floor, SM City Masinag, Antipolo, Rizal
SM City Tanza: 2nd Floor, Tanza, Cavite
SM City Sta. Mesa: 2nd Floor, R. Magsaysay, Cor. G. Araneta Ave., Brgy. Dona Imelda, Quezon City

You may also visit their online platforms through the following links:

Website: https://dermorepubliq.com/
Shopee: https://shopee.ph/dermorepubliq

Lazada: https://www.lazada.com.ph/dermorepubliq

TikTok: https://www.tiktok.com/@dermorepubliq