Hailey's Body Essentials Launches "Brightening Tawas Powder"

Hailey's Body Essentials, one of the Philippines' most trusted names in natural personal care, today announced the launch of its newest product: Hailey's Brightening Tawas Powder — Brightening Variant. Now available at major drugstores, supermarkets, and online platforms across the country, the product marks a significant step forward for the brand as it meets growing Filipino consumer demand for natural, safe, and affordable underarm care.

The Brightening Tawas Powder is the first in Hailey's lineup to integrate a brightening benefit alongside the brand's hallmark natural tawas (potassium alum) deodorizer formula. Unlike conventional deodorants that rely on aluminum chloride and other chemical compounds associated with skin darkening and pore congestion, Hailey's Brightening Tawas Powder offers a formula free of harsh chemicals — making it safe for daily use, including for Filipinas with sensitive skin.

"For years, Filipinas have had to choose between a deodorant that works and one that doesn't darken their underarms. With Hailey's Brightening Tawas Powder, that choice no longer exists. We have combined everything that has made Hailey's trusted for years — natural tawas, clean ingredients, Filipino-made quality — with a brightening benefit that our community has been asking for." — Rhodesian Sales Corp., local company responsible for market distribution

The product is manufactured by Marklene Fabricate Corporation in Marilao, Bulacan, and is fully notified with the Philippine Food and Drug Administration (FDA Cosmetic Notification No. NN-1000015777284, valid until January 6, 2027). It complies with the ASEAN Cosmetic Directive, ensuring it meets regional safety and quality standards before reaching consumers.

A Natural Solution to a Widespread Filipino Beauty Concern

Underarm darkening is one of the most commonly cited beauty concerns among Filipinas, driven in large part by the widespread use of chemical deodorants, shaving, and friction. According to consumer surveys conducted in the Philippine beauty market, a significant majority of Filipino women between the ages of 18 and 35 express dissatisfaction with their underarm skin tone and actively seek brightening solutions.

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. Hailey's Brightening Tawas Powder 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." — Hailey's Body Essentials — Brand Statement

Product Details and Key Benefits

Hailey's Brightening Tawas Powder — Brightening Variant is available in a 50g tub format at a suggested retail price of ₱18, with a 12pcs buncle at ₱216, making it one of the most accessible brightening personal care products in the Philippine market. Key product benefits include:

• Natural tawas (potassium alum) formula that neutralizes odor-causing bacteria without aluminum chloride or parabens
• Gentle brightening of dark underarm skin with regular daily use
• Lightweight powder format that leaves no residue and is invisible on clothing
• Safe for sensitive skin and safe for daily application
• Philippine-made by Marklene Fabricate Corporation in Bulacan
• FDA-notified (Cosmetic Notification No. NN-1000015777284) and ASEAN Cosmetic Directive compliant

Availability and Where to Buy

Hailey's Brightening Tawas Powder is available nationwide starting May 30, 2026, through the following channels:

• Online: Shopee Official Store, Lazada Official Store, and TikTok Shop — all with same-day or next-day shipping options
• Pharmacy: Yourmed Pharmacy, Well Care Pharmacy, TGP, Smart Med Pharmacy
• Supermarkets: Richmart, My Store, Reaton Supermarket
• Community retail: Sari-sari stores and neighborhood distributors across NCR barangays

For the launch period, consumers purchasing on official online store may use the exclusive voucher code BRIGHTENNOW for ₱10 off their first order. A Buy 12 Get 1 Free promotion is also available on official online store from May 30 to June 6, 2026, while stocks last. Free shipping applies with no minimum order value during the launch window.

The #HaileysGlow Campaign

In conjunction with the product launch, Hailey's Body Essentials is launching the #HaileysGlow social media campaign — a community-driven initiative inviting Filipinas to share their brightening journey on TikTok and Instagram. Participants who post a before-and-after or 'glow check' video using Hailey's Brightening Tawas Powder and tag @haileystawas or @haileys_bodyessentials with #HaileysGlow are entered into a grand prize draw for a three-month product supply and ₱5,000 cash + 3,000 worth of product.

The campaign is supported by a curated mix of macro, micro, and nano influencers across TikTok, with content designed to reach Filipino women aged 18 to 35 in Metro Manila, Cebu, and Davao. Hailey's is also deploying TikTok Spark Ads to amplify the most resonant organic content, extending campaign reach to more than two million impressions over the launch period.

"We believe the best advertisement for Hailey's Brightening Tawas Powder is a real Filipina raising her arm with confidence and sharing that moment with her community. That is what #HaileysGlow is about — real results, real women, real glow." — Hailey's Body Essentials — Brand Statement

About Hailey's Brightening Tawas Powder

• Product name: Hailey's Brightening Tawas Powde
• Variant: Brightening
• Format: Powder in tub (50g) · Trial sachet (5g)
• SRP: ₱18 (50g) · ₱216 (12 pcs bundle)
• Key ingredient: Potassium Alum (Tawas) — natural mineral deodorizer
• Benefits: Brightens underarms · Eliminates odor · No harsh chemicals · Safe for sensitive skin
• Manufacturer: Marklene Fabricate Corporation · 31 Iglesia ni Kristo St., Sta. Rosa I, Marilao, Bulacan
• LTO number: LTO-3000001681410
• FDA notification: NN-1000015777284 · Valid until January 6, 2027
• ASEAN compliance: Compliant with ASEAN Cosmetic Directive
• Country of origin: Philippines
• Available at: Shopee · Lazada · TikTok Shop · Drug store · Supermarket · General Merchandise · Sari-sari Store
• Launch date: Saturday, May 30, 2026

About Hailey's Body Essentials

Hailey's Body Essentials is an established Filipino personal care brand known for harnessing the natural power of tawas (potassium alum) as a safe and effective deodorizer. Committed to providing Filipino consumers with clean, affordable, and locally-made beauty solutions, Hailey's products are manufactured in the Philippines and comply with FDA and ASEAN Cosmetic Directive standards. The Brightening Tawas Powder is the brand's latest innovation, extending the Hailey's range to meet growing demand for natural underarm brightening in the Philippine beauty market.

About Rhodesian Sales Corp.

Rhodesian Sales Corp. is the local company responsible for placing Hailey's Body Essentials products in the Philippine market. Operating from 31 Iglesia ni Kristo St., Sta. Rosa I, Marilao, Bulacan, Rhodesian Sales Corp. holds License to Operate No. LTO-3000001681410 issued by the Philippine Food and Drug Administration.

About Marklene Fabricate Corporation

Marklene Fabricate Corporation is the Philippine-based manufacturer of Hailey's Brightening Tawas Powder, operating from 31 Iglesia ni Kristo St., Sta. Rosa I, Marilao, Bulacan. As manufacturer and local company responsible, Marklene Fabricate Corporation ensures that all Hailey's products comply with applicable FDA regulations, ASEAN Cosmetic Directive standards, and the quality specifications declared to the regulatory authority.