Plum opportunities: Filipino brand Native Biologique aims to capitalise on domestic skin care surge

By Amanda Lim

- Last updated on GMT

Native Biologique is eyeing huge opportunities in the Philippines skin care market, which it believes is poised for rapid growth. [Native Biologique]
Native Biologique is eyeing huge opportunities in the Philippines skin care market, which it believes is poised for rapid growth. [Native Biologique]

Related tags Philippines Skin care Vitamin c

Manila-based skin care brand Native Biologique is eyeing huge opportunities in the Philippines skin care market, which it believes is poised for rapid growth.

The newcomer was founded by Jolly Morales, who previously spent over eight years in the cosmetics ingredient industry as a distributor before graduating with a Diploma in Cosmetics Brand Management from the Institute of Personal Care Australia.

Native Biologique launched in December 2020 with one brightening vitamin C skin serum made with Kakadu Plum extract.

The company utilises a cellular extraction technique that does not degrade the ingredient during the extraction process.

“It’s not just an ordinary extract. We call it Kakadu Phytoactive C and we believe it helps to differentiate us because we are able to really showcase these amazing Australian native extracts thanks to this technology,”​ Morales explained.

Focus on the Philippines

Morales told CosmeticsDesign-Asia​ that she sees huge potential for the brand in its home market alone for several reasons.

Firstly, awareness of skin care is considered low in the market and local consumers are only just beginning to learn how to care for their skin.

“Many Filipinos don’t really know where to start. There are even 40-year-olds that have just started building a skin care routine. There’s still a lot of education to be done in this space but you can imagine there are a lot of opportunities for skin care here,”​ said Morales.

The brand currently has only one product available but is intending to extend its portfolio and help its consumers build a skin care routine.
Morales revealed that the company will be launching new products, including a cleanser and toner, soon.

More consumers are starting to develop an interest in skin care because skin conditions like hyperpigmentation and melasma are on the rise.

“The Philippines is a tropical region with a lot of sun, but most people don’t usually wear sun care. This chronic sun exposure can lead to hyperpigmentation and melasma,”​ said Morales.

She added that these conditions are worsened by the use of substandard and possibly adulterated cosmetic products, which are unfortunately extremely prevalent in the market.

“There are really a lot of other adulterated products [in the Philippines]. You can buy very, very cheap products with ingredients like hydroquinone and tretinoin which are restricted. That’s why I wanted to bring something that consumers can feel safe using and is effective,” ​said Morales.

The right partners

For the company, education is the biggest hurdle it has to overcome. It currently utilises social media to explain how its products work and how consumers can take care of their skin.

In addition to this, it has partnered with dermatologists to educate consumers as well as enhance the brand’s reputation in the market.

Today, we are seeing a lot of dermatologists who are influencers now and they are the people who consumers really trust and can give credibility to the brand,” ​said Morales.

She added that dermatology clinics are one of the brand’s most important distribution channels and the company will focus on acquiring more dermatology partners moving forward.

In addition to these clinics, the brand has also stocked at Frankie and Friends, a local retailer that supports local brands.

Native Biologique is also available online on its official website as well as South East Asian e-commerce platform, Zalora.

“We worked really hard to get Zalora because it is present in other SEA markets. While Native Biologique will only be available in the Philippines, cross-border is on the pipeline for Zalora,” ​said Morales.

While the company is mainly focused on the domestic market, Morales has identified opportunities globally where there are an estimated 12 million Overseas Filipino Workers (OFWs).

“Most recently, our retail partner Frankie and Friends has opened a store in Australia and that’s very exciting for us.”

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