Dermorepubliq reintroduces itself with a science-first push in 'Welcome to the Republiq'

Dermorepubliq is sharpening its science-first positioning with a new brand platform, “Welcome to the Republiq,” a campaign designed to move Filipino consumers away from trend-driven routines and toward evidence-based skincare choices.

The initiative reframes Dermorepubliq’s identity around research-led formulations, ingredient transparency and a community built on shared skin concerns.

At the centre is a new campaign film that has already amassed over 50 million views on TikTok as of writing, underscoring the platform’s continuing value for high-reach beauty storytelling in the Philippines. The video foregrounds humidity-induced irritation, oil imbalance and environmental stress - issues familiar to local audiences - while reinforcing the brand’s position as a practical, science-backed alternative to guess-and-hope routines.

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Momentum is further fuelled by a second viral asset, “Science-based Skincare? Do It With Dermo mo na ’yan!,” which drew 6.2 million views in four months, the company said. Its conversational framing and simplified explanations broaden the brand’s reach and help make clinical concepts more culturally digestible, a critical lever in a market where beauty habits are still heavily shaped by the “hiyang” (compatibility) mindset.

Dermorepubliq’s product development continues to lean heavily on clinical research, with active ingredients used at proven concentrations and tested for both efficacy and gentleness - a priority for the Philippines’ large sensitive-skin population. These principles form the brand’s three strategic pillars: science-backed formulations, Filipino-focused solutions, and a community whose lived experiences inform innovation.

“Filipinos deserve skincare that goes beyond buzzwords. Every Dermorepubliq product is grounded in research, data, and real results. Great skin should be accessible and backed by science,” said founder and president Keith Sta. Barbara. “We are redefining how sensitive skin is cared for in the Philippines by building a community that values transparency, education, and long-term results.”

The campaign also extends Dermorepubliq’s earlier nationwide conversation around challenging “hiyang” culture - a tension point the brand surfaced in October - and nudges consumers towards a more informed, science-led way of making skincare decisions.

With “Welcome to the Republiq,” the brand reinforces its ambition of becoming the country’s leading provider of science-based, accessible skincare for the next generation of Filipino consumers.

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