Locally-Founded Babe Formula Is Changing the Hair Game
Learn how this four-year old business is managing to disrupt the seemingly impenetrable haircare market.
The business may have only been founded in 2019, but Babe Formula belongs to the crop of supercharged small businesses that skyrocketed to success thanks to the TikTok era. In theory, the business idea in itself is daunting: a haircare brand that caters to an age group more inclined to spend on makeup and skincare, in a country where an elite circle of trusted shampoo products usually belong to brands that rely on multi-million budgets, superstar celebrity endorsements and aggressive visibility in every mass market retail space.
Yet somehow, Babe Formula has started to make its way what was once an impenetrable market. Behind its success is Paula Terese, who founded Babe Formula as a solution to her personal hair problems.
L’Officiel Philippines sat down with the 27 year-old CEO to discuss her journey thus far.
L'Officiel Philippines: Why did you start Babe Formula?
Paula: Babe Formula came to life because I recognized an opportunity to create a haircare brand that could address some of the personal challenges I encountered with hair products. My passion for beauty and entrepreneurship initially led me to skincare and cosmetics, but I struggled to find the right haircare products that didn't leave my hair feeling sticky. This personal journey inspired me to create a haircare brand with high-quality, guilt-free products that I truly believed in.
L’Officiel Philippines: It’s unusual for local beauty brands to focus on haircare—most local brands center on makeup or skincare. Why hair?
Paula: Indeed, most local beauty brands tend to center their attention on makeup or skincare. However, my intention was to carve out a distinctive niche in the industry and offer something unparalleled to consumers.
Haircare stood out to me as a less saturated market, presenting an opportunity to create products that could genuinely enhance people's lives. Hair plays an essential role in self-expression, and I aspired to empower individuals to attain healthy, shiny, and fragrant hair, ultimately boosting their confidence. By concentrating on haircare, I aimed to introduce a fresh and exciting perspective to the beauty landscape in the Philippines.
L’Officiel Philippines: Filipinos are fiercely loyal to their shampoo and conditioner brands. How did you shift public thinking to try out and eventually patronize Babe Formula?
Paula: Shifting public thinking and building trust in a new brand can be a challenge, especially in a market where people are loyal to their existing shampoo and conditioner brands.
To overcome this, I focused on a few key strategies. First, I ensured that our products had high-quality formulations, emphasizing that they are guilt-free and formulated with intention. This helped us stand out from the competition. Second, I leveraged social media platforms like Facebook,Instagram and Tiktok to showcase the benefits of Babe Formula and connect with potential customers. Lastly, I emphasized transparency and community building. Our "babepreneur" program not only offers earning opportunities but also fosters a sense of belonging within the Babe Formula community. By creating a brand that people could trust and connect with, we were able to shift public thinking and gain loyal customers.
L’Officiel Philippines: How do you formulate your products? What motivates you?
Paula: Formulating our products is a crucial part of Babe Formula's mission. I've personally been through various beauty trends and understand the importance of having well-crafted formulations. Our driving motivation is to develop products that genuinely deliver on their promises. We meticulously select ingredients that enhance hair health and fragrances that elevate our customers' overall experience. Prioritizing guilt-free formulations remains at the forefront of our agenda, as we aspire to offer a gentle yet effective solution for all hair types. Our unwavering commitment to quality and innovation continually fuels our efforts to enhance our formulations and create products that distinguish themselves in the market.
L’Officiel Philippines: What is your favorite Babe Formula product?
Paula: While I hold a deep appreciation for all our Babe Formula products, if I were to choose a personal favorite, it would undoubtedly be the Babe Chiffon Duo (Shampoo and Conditioner).
Not only do they leave your hair smelling amazing, but they deliver fantastic results, and they can be your complete haircare solution. Moreover, they embody our unwavering dedication to guilt-free formulations, making them suitable for a wide spectrum of hair types. It's incredibly satisfying to see how our customers love these products as much as I do.
