Dermorepubliq doubles down on brand and team with Boracay rollout

Dermorepubliq didn't just launch its new sunscreen on the beach - it brought the entire company with it. The top skincare brand on TikTok Shop Philippines staged a two-day activation in Boracay to promote its DermoSun Mattifying Sunscreen, while also holding a retreat programme for employees - a move that blended marketing with internal culture-building.

From 17 to 18 May, beachgoers along Station 2's Epic Boracay stretch encountered more than their usual tropical buzz. Dermorepubliq's "Glow Bar" let them try the flagship DermoSun Mattifying Sunscreen and take home full-sized products for free. Carefully positioned photo zones and a hands-on testing area allowed the sunscreen's promise - matte, lightweight, and grease-free - to speak for itself.

"We developed DermoSun in direct response to what our community asked for - a sunscreen that's lightweight, effective, and fits into real Filipino routines," said Keith Sta. Barbara, founder and president of Dermorepubliq. "Bringing it to Boracay, where the sun is both beautiful and intense, gave us a fitting setting to demonstrate how sun care can be simple, effective, and part of everyday life."

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The location wasn't chosen for foot traffic alone. In parallel with the activation, the brand flew its full team - 131 employees - to the island for a three-day retreat, where rest and reflection took precedence.

"As we grow, it's important that we stay grounded, not just in product innovation but in purpose," Sta. Barbara added. "This trip wasn't only about bringing our sunscreen to the beach; it was also a chance to reconnect with the team behind it. And just as we're committed to showing up for our community, it was equally important to show up for our team. Boracay gave us the space to do both."

Dermorepubliq's retreat, set against its sun care push, painted a picture of a business that sees brand-building and people-building as parts of the same whole.

This effort also ties into the brand's Dermo 2-Finger Challenge on TikTok, a campaign nudging young consumers to apply SPF the dermatologically recommended way. The challenge runs until 30 May, with one lucky participant set to win a trip for two back to Boracay, announced 10 June.

The sunscreen itself - formulated with Centella Asiatica, Jeju Aloe, and Niacinamide - promises broad-spectrum SPF 30 protection, tailored for the oil-prone and combination skin common across Southeast Asia. It's available online across TikTok Shop, Shopee, Lazada, and at Dermorepubliq's growing roster of mall kiosks.

Dermorepubliq didn't start in a lab or on a glossy campaign board - it started with acne. In the middle of a pandemic, juggling a corporate day job and a growing obsession with skincare, Sta. Barbara began mixing science with storytelling. Launched as a sole proprietorship in 2020 and later incorporated in 2021, the Filipino skincare brand is now TikTok Shop Philippines' top name in its category.

The turning point came with TikTok. Unlike traditional channels, TikTok allowed Dermorepubliq to bypass gatekeepers and speak directly to users through bite-sized educational videos. As of December 2024, the brand offered 28 products, covering a wide spectrum of skin concerns and types.

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