The parent company, Niv Della Beauty Innovations, Inc., describes both Colourette and Fresh Formula as Filipino beauty and skincare brands focused on bringing high-quality, affordable, and effective products to local consumers.[1]

Founding (2019)

Fresh Formula was launched in July 2019 with the concept of creating locally developed skincare that addressed common concerns among Filipinos while remaining accessible in price.[2] Early product development was organized around specific skincare issues rather than simply selling individual items.

The initial product architecture included three major collections:

• Moisture Boost Series – focused on hydration and moisture.
• Glass Skin Series – aimed at achieving a smoother, brighter-looking complexion.
• Blemish Rescue Series – designed for acne-prone and blemish-prone skin.

The Blemish Rescue system, for example, was structured as a four-step routine incorporating a facial wash, anti-acne toner, day cream with SPF, and overnight repair cream.[3] This approach helped establish Fresh Formula as a problem-solution-oriented skincare brand rather than a purely lifestyle or cosmetic label.

Closure and hiatus (2021)

In 2021, the company announced it would close the brand by the end of the year so the team could concentrate on Colourette Cosmetics. The planned final day of operations was December 31, 2021, although sales were subject to inventory availability.[4]

The closure was framed as a strategic decision rather than the permanent disappearance of the brand. The team stated that the pandemic had changed the business landscape and that the company needed to make decisions allowing for future growth and milestones.[4]

Relaunch (2023)

Fresh Formula returned following its hiatus with a major relaunch in January 2023. The company described the comeback as an opportunity to reassess its purpose, values, and products, centering the relaunch on the idea of a “Fresh Start” and the philosophy of choosing progress over perfection.[5]

Rather than simply reintroducing old products unchanged, Fresh Formula used the hiatus to reformulate and improve several of its best-known offerings.[5]

Fresh Formula’s identity is built around the concept that skincare should be practical, accessible, and compatible with self-love. The company describes itself as Filipino-made, budget-friendly, and focused on tried-and-tested formulas. Its official positioning emphasizes skincare and self-care rather than presenting beauty as a requirement for social acceptance.[1]

Filipino-first development

Fresh Formula is part of a broader Filipino beauty movement that develops products locally for the needs and lifestyles of Filipino consumers. Relaunch materials specifically described it as a skincare brand “made by Filipinos for Filipinos.”[5]

Affordability

Price accessibility is a central component of the brand’s positioning. Current examples listed by the brand include the Sgt. At Arms Overnight Cream at ₱299, Brightening & Exfoliating Serum at ₱399, and Deo Spray at ₱349.[1]

Solution-based skincare

Instead of treating skincare solely as a luxury or beauty ritual, Fresh Formula organizes products around recognizable concerns such as body odor, uneven tone, rough texture, and blemishes.

Self-love and acceptance

The brand’s messaging connects skincare with self-acceptance. Its 2023 relaunch campaign used “Fresh Start” as a metaphor for personal growth, emphasizing that growth does not have to be linear and that consumers can improve their skin without rejecting themselves.[5]

Fresh Formula’s most recognizable product family is Sgt. At Arms, a personal care line centered primarily on underarm and body skincare. The current collection targets concerns including body odor, uneven skin tone, and rough or “chicken skin” texture.[1]

The lineup includes:

• Sgt. At Arms Deo Spray
• Sgt. At Arms Overnight Cream
• Sgt. At Arms Brightening & Exfoliating Serum

Deo Spray

Designed primarily as a daytime underarm product, the Deo Spray is intended to provide freshness while addressing underarm skin concerns. Listed ingredients include niacinamide, alpha arbutin, madecassoside, and beta-glucan, alongside deodorizing and moisturizing agents.[1]

Overnight Cream

Intended for nighttime use, the Overnight Cream is applied to clean skin on areas such as the underarms, nape, and inner thighs. Its ingredient list includes niacinamide, glycolic acid, madecassoside, vitamin C, vitamin E, and allantoin.[1] This combination reflects the brand’s strategy of treating body care with ingredients traditionally associated with facial skincare.

Brightening & Exfoliating Serum

Expanding the flagship line beyond its original deodorant-and-cream concept, this serum is currently listed at ₱399 on the brand’s store.[1]

Within the Philippine beauty market, Fresh Formula serves as the group’s skincare and self-care counterpart to Colourette. While Colourette is strongly associated with makeup, color, and self-expression, Fresh Formula focuses on skincare, body care, and self-care. This relationship is explicit in Fresh Formula’s description of itself as Colourette’s “sister self-care brand.”[1] Both brands share an overarching philosophy regarding accessibility and Filipino consumers while serving different segments of the beauty routine.

Fresh Formula products utilize familiar cosmetic and dermatological ingredients rather than positioning themselves primarily as traditional herbal or natural remedies. Examples found in current Sgt. At Arms formulations include:

• Niacinamide – commonly used for skin-barrier support and improving the appearance of uneven tone.
• Alpha arbutin – used in brightening-oriented formulations.
• Glycolic acid – an exfoliating alpha-hydroxy acid.
• Madecassoside – associated with Centella asiatica and commonly used for soothing irritated skin.
• Vitamin C derivatives – used in brightening and antioxidant formulations.
• Vitamin E – an antioxidant and conditioning ingredient.
• Allantoin – commonly used for soothing and skin conditioning.

These ingredients appear in the published ingredient lists for the current Overnight Cream and Deo Spray.[1] However, the presence of a particular ingredient does not automatically guarantee specific results for every user.

Fresh Formula has historically presented itself as a vegan, paraben-free, and cruelty-free brand. Materials from the 2023 relaunch specifically described the products in these terms,[5] and earlier coverage similarly identified the brand as adhering to these standards.[6] These attributes form part of the brand’s broader positioning around accessible and contemporary skincare.

Fresh Formula primarily appeals to consumers seeking:

• Affordable Filipino skincare.
• Simple solutions for specific skin and body concerns.
• Underarm and body care products beyond conventional deodorant.
• Brightening and exfoliating products.
• Skincare designed with the Philippine climate and lifestyle in mind.
• Beauty products that connect skincare with self-confidence and self-care.

Historically, the brand has also appealed strongly to younger Filipino beauty consumers who discover products through social media, online shopping, and digital beauty communities.

Fresh Formula is part of the same business group as Colourette. In 2022, the parent company stated that both Colourette Cosmetics and Fresh Formula were Filipino beauty and skincare brands under Niv Della Beauty Innovations, Inc. That same year, the company received seed funding led by Foxmont Capital Partners to support the growth of its brands.[1]

Colourette was originally founded in 2015 by Nina Ellaine Dizon, several years prior to Fresh Formula. Fresh Formula provides a strategic role by allowing the company behind Colourette to participate in the skincare and personal care market, complementing its established makeup business.

Fresh Formula products are sold through the company’s online ecosystem and Philippine e-commerce channels. The current official catalog lists Fresh Formula products alongside Colourette items.[1]

Current listed prices include:

• Sgt. At Arms Overnight Cream – ₱299
• Sgt. At Arms Brightening & Exfoliating Serum – ₱399
• Sgt. At Arms Deo Spray – ₱349

Prices and availability are subject to change.[1]

Fresh Formula benefits from the digital-first marketing ecosystem developed by Colourette. The broader company has emphasized community-driven product development, social media engagement, and digital marketing. A 2022 funding announcement specifically highlighted community-powered marketing and customer participation in product innovation.[1]

Fresh Formula’s communication tends to be conversational rather than clinical, combining skincare education with messages about confidence, self-acceptance, and personal growth. The “Fresh Start” relaunch exemplified this approach by turning the brand’s temporary disappearance and return into a narrative about starting over and choosing progress over perfection.[5]

• 2015 – Nina Ellaine Dizon establishes Colourette Cosmetics.
• July 2019 – Fresh Formula launches as Colourette’s skincare/self-care sister brand.[2]
• 2019–2021 – The brand develops skincare collections including Moisture Boost, Glass Skin, and Blemish Rescue.[1]
• 2021 – Fresh Formula announces it will close operations to focus on Colourette.[4]
• 2022 – Niv Della Beauty Innovations receives seed funding led by Foxmont Capital Partners.[1]
• January 2023 – Fresh Formula officially relaunches following its hiatus, with a new emphasis on self-love, progress, and improved formulations.[5]
• 2026 – The brand remains represented in Colourette’s current catalog, with Sgt. At Arms skincare and personal care products among its active offerings.[1]

Fresh Formula serves as Colourette’s skincare-focused sister brand and represents the expansion of Filipino-founded beauty businesses into multiple categories. Its trajectory is notable for launching in 2019, closing in 2021, and returning in 2023 with a revised identity and improved formulations. Rather than treating the hiatus as an end, Fresh Formula incorporated the relaunch into its narrative around growth and renewal.[5][1]

Today, the brand is differentiated by its combination of affordable Filipino skincare, body and self-care focus, solution-oriented formulations, and an explicit self-love philosophy. The Sgt. At Arms range has become the central representation of this identity.[1]

1. Fresh Formula – Colourette Cosmetics
2. Fresh Formula Skincare Series Reviews + Price
3. Fresh Formula Blemish Rescue Series Review – Pretty Me Philippines
4. UPSIZE PH | Skincare Brand Fresh Formula To Close By Yearend
5. Fresh Formula Relaunch – Amazing Manila Journal
6. Inside The Beauty Edit Box Vol. 10: Fresh Formula