Dermorepubliq urges Filipinos to move beyond 'hiyang' at TikTok Beauty Fest

At the first-ever TikTok Beauty Fest Philippines held in Bonifacio Global City, Dermorepubliq took the spotlight in steering the conversation from fleeting skincare trends toward science, education, and skin literacy. The beauty brand was the sole official sponsor of the event.

The festival marked a milestone for TikTok as it evolved from being a social media platform into a real-world hub for beauty learning and community engagement, exploring how science, self-expression, and content creation converge in shaping modern skincare habits.

One of the most discussed sessions at the event centred on a uniquely Filipino topic: sensitive skin, and the science behind why it is so prevalent among Filipinos. 

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“For years, ‘hiyang’ (compatibility) has been the measure of whether a product works. But skin compatibility isn’t just luck, it’s also chemistry,” said Maria Gabrielle Lim, marketing director of Dermorepubliq, during a fireside chat. Lim noted that after years in the beauty industry, she still hears “hiyang” as the most common feedback among Filipino consumers - 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 added.

Board-certified dermatologist Dr. Jaja Lao-Ang expanded on Lim’s insight, explaining that the “hiyang” experience is not just subjective but biological. “There are real physiological reasons behind why some Filipinos react more strongly to certain formulations,” she said.

“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,” Lao-Ang added.

A 2025 Galderma report supports this, finding that the Philippines leads Southeast Asia in the prevalence of sensitive skin. Dermatologists attribute this to the country’s humid tropical climate, high pollution levels, and higher melanin concentration, all of which make Filipino skin more reactive to the environment and to potent formulations.

Lao-Ang also addressed what she described as 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 perspective aligns with the growing global trend of skin minimalism, which champions simplified routines that focus on barrier health over layering multiple treatments.

At the same panel, Aika Vargas, Dermorepubliq’s research and development lead, shared how consumer insights shape the brand’s product innovation. “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.”

This feedback-driven approach mirrors a wider movement among local beauty brands where social media feedback loops, dermatological expertise, and in-house R&D intersect to create formulations grounded in Filipino skin realities - rather than imported standards.

As the official sponsor of the TikTok Beauty Fest, Dermorepubliq used its platform not just to connect with consumers but to advocate for evidence-based skincare. As TikTok Shop Philippines’ top skincare brand, it positioned education as central to beauty confidence.

“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 session resonated with both experts and attendees, signalling that the Filipino beauty community is maturing - moving away from anecdotal “hiyang” narratives toward a deeper appreciation of what science can reveal beneath the surface.

Founded in 2020 by Barbara, Dermorepubliq is a Filipino skincare brand dedicated to science-backed, affordable formulations tailored for sensitive skin. Its products, designed for men and women aged 18 to 35, are dermatologically tested and hypoallergenic.

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