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Hailey's Body Essentials announced the debut of its latest product, Hailey's Brightening Tawas Powder - Brightening Variant

Article (news)

Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1780044303357image0.png" style="width:960px" class="fr-fic fr-dib" width="960"/>Hailey’s kicks off #HaileysGlow social media campaign. Handout</div>One of the most concerning issues in the underarm care industry is the excessive use of chemicals in deodorants, which doctors have warned the public about.While chemical-based deodorants have proven to be effective, they have also been linked to negative health impacts. As a result, numerous lifestyle brands have created toxic-free underarm products.On Saturday, natural personal care brand Hailey&#x27;s Body Essentials announced the debut of its latest product, Hailey&#x27;s Brightening Tawas Powder - Brightening Variant.The product represents a big step forward for the brand, meeting rising Filipino consumer demand for natural, safe, and affordable underarm care by incorporating a brightening benefit alongside the brand&#x27;s signature natural tawas (potassium alum) deodorizer formula.Unlike traditional deodorants, which include aluminium chloride and other chemical compounds linked to skin darkening and pore congestion, Hailey&#x27;s Brightening Tawas Powder has no harsh chemicals, making it suitable for daily use, particularly by Filipinas with sensitive skin.&quot;For years, Filipinas have had to choose between a deodorant that works and one that doesn&#x27;t darken their underarms. With Hailey&#x27;s Brightening Tawas Powder, that choice no longer exists. We have combined everything that has made Hailey&#x27;s trusted for years — natural tawas, clean ingredients, Filipino-made quality, with a brightening benefit that our community has been asking for,” said a Hailey&#x27;s Body Essentials executive. <div> </div><div>A beauty concern</div>Underarm darkening is one of the most common beauty issues among Filipinas, owing in large part to the prevalence of chemical deodorants, shaving, and friction. According to consumer surveys conducted in the Philippine beauty market, a sizable majority of Filipino women aged 18 to 35 are dissatisfied with their underarm skin tone and actively seek brightening treatments.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17800444188382-Composite straight 6.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/>Hailey’s launches new underarm care product. Handout</div>Tawas, or potassium alum, has long been a staple of traditional Filipino personal care. A natural mineral crystal with proven antibacterial properties, tawas neutralizes odor-causing bacteria without clogging pores — the mechanism that makes conventional aluminum-based deodorants a contributing factor to skin discoloration.The brand builds on this well-established ingredient, enhancing the formula with brightening actives that work gently and progressively with regular use.“Tawas is not a new ingredient — Filipino lolas have been using it for generations. What we have done with the Brightening variant is make it modern, effective, and accessible to a new generation of Filipinas who want natural beauty solutions without compromising on results,” said the brand’s executive.Leading the conversation on dark underarms, they also started the #HaileysGlow social media campaign, a community-driven project that encourages Filipinas to upload their before-and-after or &#x27;glow check&#x27; videos on TikTok and Instagram.The campaign is supported by a curated mix of macro, micro, and nano influencers on TikTok, with content targeted at Filipino women aged 18 to 35 in Metro Manila, Cebu, and Davao.“We believe that the best story is one in which a real Filipina raises her arm with confidence and shares that moment with her community,” the brand ended.

Natural personal care brand Hailey's Body Essentials announced the debut of its latest product, Hailey's Brightening Tawas Powder - Brightening Variant.

Natural personal care brand Hailey's Body Essentials announced the debut of its latest product, Hailey's Brightening Tawas Powder - Brightening Variant.

Dark underarms? Local brand reimagines traditional tawas

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Dark underarms? Local brand reimagines traditional tawas

Josh Mercado

Published May 30, 2026 03:38 PM PHT

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