Launched during the height of the pandemic in 2020, Dermorepubliq quickly evolved and was incorporated by November 2021.

According to MarkWide Research, the COVID-19 pandemic has played a role in the growth of the skincare market in the Philippines. Amidst the stresses brought by the pandemic, consumers began prioritizing self-care and have been investing heavily in skincare products since. Given this, it is no surprise that a number of local and foreign skincare brands have entered the market, one of which is Dermorepubliq, a local brand that was launched in 2020 with just three products. 

Navigating the skincare market is a challenge on its own for any brand, especially given the competition in the segment. These challenges reached their with the government-imposed lockdowns and wariness of consumers to make purchases. 

Despite these trials, Demorepubliq was able to evolve. Incorporated a little over a year after its launch, the brand now has 28 products and has been hailed as TikTok Shop Philippines’ top skincare brand.

Here’s how this local skincare brand was able to grow during the pandemic and achieve TikTok success. 

The Balancing Act 

Dermorepubliq was initially launched as sole proprietorship by Keith Sta. Barbara, who found himself deep diving into the world of skincare to deal with his own acne problems. At that time, Sta. Barbara was balancing running his new business with his corporate job as an instructional design manager. 

Doing the balancing act meant that he had to carve time to study skincare basics, formulations, and more, sacrificing rest in the process.

“It was a challenging period for me, particularly with my corporate responsibilities,” Sta. Barbara admitted. “Even after work, I sacrificed sleep to study formulation principles, skincare basics, anatomy, and other crucial aspects.”

More than willing to put in the work to understand the market and grow his business, the Demorepubliq founder was eventually able to take a one-year diploma course in natural skincare formulation in Australia. 

Doing so ensured that his products were both scientifically sound and aesthetically pleasing.

Leveraging TikTok

The COVID-19 pandemic ushered in a period of growth for e-commerce here in the Philippines. These days, it has become common to shop online, whether through official brand websites or through e-commerce sites such as Lazada and Shopee. 

E-commerce has also flourished on social media platforms such as Instagram and TikTok. TikTok, in particular, has been crucial to Dermorepubliq’s success. Through the platform, the brand was able to share engaging and educational videos that resonated with audiences. 

These efforts resulted in a surge in online affiliates as well as a substantial team expansion for Dermorepubliq. Today, Dermorepubliq is now regarded as TikTok Shop Philippines’ top skincare brand. 

“Becoming the top skincare brand on TikTok was a result of our strategic content approach,” Sta. Barbara explained. “Through platforms like TikTok, we connected with thousands of online affiliates and expanded our team from a small group to a hundred personnel.”

“Social media proved instrumental in broadening our reach and fostering a dedicated community,” he added. 

Going Viral

More than just producing engaging and educational content, Dermorepubliq also understood the power of going viral on social media. This is evident with the viral billboard campaign launched by the brand. 

Strategically positioned along C5 Southbound in Libis, Quezon City, the campaign was able to capture the attention of approximately 30 million social media users nationwide. This campaign successfully sparked conversations and discussions, which generated widespread interest in the brand and product.

Now that all eyes are on it, Demorepubliq was able to launch a new product, the 5% Niacinamide + Hyaluronic Acid serum, to the public.

“The brand’s journey is not just about creating effective skincare products but also about building a dedicated community through social media,” said Sta. Barbara.

Learning from Dermorepubliq

Dermorepubliq’s success within the span of a few years in a highly competitive market highlights the importance of getting to know and understanding the consumers. During the height of the pandemic, Sta. Barbara saw consumers’ skepticism about product effectiveness, which made it more challenging to navigate the skincare market. 

“The market is tough, especially during a pandemic,” he said. “People were skeptical about local brands, but we focused on marketing strategies, understood consumer concerns, and emphasized the quality and affordability of our skincare line.”

The consumer has clearly been the top priority for Dermorepubliq. Aside from keeping the audience at the forefront of their marketing efforts, the brand ensures that at the heart of it all, the products combine affordability and efficacy, empowering both male and female young adults to embrace their skin’s natural beauty.

The consumer-centric approach has proved to be effective for Dermorepubliq, and this can be a strategy that other businesses can consider for their own growth. 

According to Sta. Barbara, “You need to love and treat your customers right because this is what will make them come back and love your products again.”