Amid shelves dominated by foreign skincare brands, one Filipino company is standing out by going back to basics. Sabi, a women-led skincare brand founded by cousins Tricia Reyes and Raquel Marie Dizon, is proving that simplicity, sustainability and local pride can create something truly beautiful.
The two-year-old Filipino startup, powered by a dedicated team of three alongside its founders, is making an unexpected splash in the export market.
Sabi emerged during the pandemic when its two co-founders, frustrated by the lack of sustainable and effective skincare products online, decided to create their own solution.
“We couldn’t find a Filipino-made skincare line. Most available products were Korean or Japanese. That inspired us to create something homegrown—something Filipinos could truly call their own,” Reyes said.
The brand name, Sabi, holds a deep cultural resonance. Rooted in the Filipino word “kasabihan,” or “pakisabi”, it reflects wisdom passed through word of mouth, promoting the simplicity and beauty of Filipino skin. The company, Hada Naturel, Co., from the Japanese word for skin, underscores its founders’ global outlook laced with local pride.
Commitment to quality
Sabi’s product line—all dermatologically tested and approved by the Food and Drugs Administration (FDA) includes a face and body soap, toner, sunshield and night cream.
Made from locally-sourced virgin coconut oil, aloe vera extract, and other natural ingredients, these products cater to all skin types and genders.
“Our soap doesn’t just cleanse; it nourishes. It’s even suitable for kids,” Reyes said, adding that her 11-year-old son uses the products as part of his skincare routine.
Sustainability is central to Sabi’s ethos. The packaging is minimalist, reusable, and printed with food-grade ink, ensuring an eco-friendly footprint.
“We made sure our suppliers are Filipino to support local businesses. Every detail, from the jars to the labels, reflects our goal of uplifting Philippine-made products,” Reyes emphasized.
Challenges, triumphs
Reyes said launching a skincare brand in the Philippines presented unique challenges.
“Many local products suffer from a reputation of being rebranded imports. We wanted to change that by creating something original and truly Filipino,” the mompreneur said.
Sabi’s meticulous research and development process took a year, involving multiple trials with the help of a chemist. Despite hurdles in obtaining FDA approvals and sourcing local packaging, the brand is now making the rounds of potential export markets.
“It’s challenging, but it’s worth it when you see people appreciating a product made with love and integrity,” Reyes said.
Expanding horizons
Sabi recently joined a Department of Trade and Industry (DTI) trade fair, marking their first foray into the agency’s events. The brand has also started exploring export opportunities, participating in a Hong Kong trade show and talking with potential partners from Japan, Vietnam, and the UAE.
Locally, Sabi is available on platforms like Lazada, Shopee and TikTok, and it has a physical presence at Frankie’s in Rockwell. Plans are underway to expand to Kultura and Zalora, showcasing Sabi as a premium Philippine-made brand.
Enterprising legacy
After graduating from De La Salle University, Reyes had a good fifteen years at a financial import/export company doing letters of credit.
“I’ve always been fascinated with imports and exports. It made me dream of creating a product that I, we, and the Philippines can be proud of,” she said.
Entrepreneurship runs deep in Reyes’ family. Having previously managed catering, LPG distribution and customized baking ventures, Sabi is a departure from her traditional business endeavors.
Supported by her husband, who works at the Supreme Court, and inspired by her children’s growing independence, Reyes finds fulfillment in building a brand that empowers Filipina beauty while contributing to the local economy.
With plans to introduce a sunshield stick, lip care and eye cream, Hada is awaiting certification from the FDA as it envisions entering emerging Southeast Asian markets, supported by DTI’s initiatives.
“We want to showcase Filipino ingenuity and redefine what it means to care for our skin,” Reyes said.
