Filipino skincare brand Dermorepubliq has rapidly become popular due to its minimalist approach to skincare and its focus on addressing the specific needs of Filipino skin.
Founded in 2020, the brand was born during the pandemic out of its owner’s personal struggle with acne and the desire to create effective yet gentle skincare solutions. Offering a range of serums, toners, and facial washes free from harsh chemicals and prioritizing natural ingredients, Dermorepubliq became an instant hit among TikTok users who shared similar struggles and tested the products themselves.
True to its commitment to providing affordable yet high-quality skincare, the local brand has elevated its service by recently opening its corporate headquarters in Quezon City.
Located at Cyber Park in Eastwood City, the 394-square-meter facility is designed to accommodate the brand’s expanding operations. During the unveiling, Dermorepubliq founder and president Keith Sta. Barbara spoke with some members of the press about the brand’s journey before it became TikTok Shop Philippines’ top skincare brand.
“It’s literal blood and sweat, to be honest. Because, since we were a pandemic baby, when the pandemic happened, we all got stuck at home. And that took its toll on me, with my overtime, deadlines, and being cooped up at home. So I broke out a lot,” Sta. Barbara told Manila Standard Lifestyle.
He then recalled using local and international brands but found it costly. To address this, he enrolled in a skincare formulation course in Australia for a year. He eventually tried his luck and applied what he had learned by developing three products. After testing, he sought out a manufacturing facility to help bring them to market.
“It involved a lot of trial and error. At that time, what I knew about skincare formulation was all theoretical. It took about three to four months just for the development. We had to go to the manufacturer and have the products tested and approved by the FDA,” he continued.
Six months later, he introduced the products online and tested their potential on TikTok. Sta. Barbara credited the netizens who used and promoted their products in videos, which helped Dermorepubliq go viral and trending.
“I think one of our advantages is that we got in early. When they launched their TikTok Seller platform, it was only about two weeks old. We got in right away. And for the videos, it’s not even our videos that went viral; it’s the videos of other people using it,” added Sta. Barbara.
With four years in the industry, he admitted it was still a struggle to prove to the local market that local skincare brands can offer results comparable to international brands.
“At the end of the day, we need to ensure the quality is there. Marketing can only go so far. If you release a substandard product, it’s hard to convince Filipinos that local skincare products are worth the money. So, even with our packaging, we ensure it looks a bit high-end, although the price point is not,” he continued.
Regarding results, Sta. Barbara emphasized it was also challenging to convince customers of their products’ effectiveness, as consumers often expect quick results, which is not always the case. He noted that effectiveness depends on a person’s skin type.
“Science doesn’t support that kind of promise. The skin doesn’t work like that. These products don’t work like that. It’s a process. It’s not an overnight thing,” the owner explained.
With Dermorepubliq now offering 28 products including serums, toners, creams, and cleansers, Sta. Barbara shared what sets Dermorepubliq apart from its competitors.
“I think we pioneered a lot of things in the local skincare niche. When we started, the trend was rejuvenation. Everyone had to be ‘toasted’ before seeing results. That’s how we differentiated Dermorepubliq,” he stated.
“We will not over-promise results. But you will not experience harshness or redness on the skin. We formulate our products specifically to avoid that scenario,” Sta. Barbara added.
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