Hiraya Pilipina was established in 2019 by Cleo Loque, who was only 15 years old at the time. The business began with an initial capital of ₱20,000, borrowed from her parents. [1]

Initially, the company sold statement T-shirts carrying empowering messages for women. The goal was not merely to sell clothing but to create conversations surrounding female confidence, self-expression, and empowerment. One of the brand’s earliest milestones was the launch of its “Abante, Babae!” collection in 2020, which gained attention for promoting women’s voices and confidence. [1]

As consumer demand shifted, Hiraya Pilipina expanded beyond apparel into intimate wear and adhesive undergarments. This transition proved successful and transformed the company into a leading local skinwear brand while maintaining its advocacy for women’s empowerment. [1]

The word “Hiraya” is an old Filipino term commonly associated with dreams, aspirations, imagination, and the fulfillment of one’s deepest desires. Combined with “Pilipina,” the brand name reflects its mission of helping Filipino women pursue confidence, self-expression, and personal growth. According to the company, its vision is to build a community where Filipinas feel heard, supported, and empowered. [2]

Hiraya Pilipina positions itself as more than a fashion label. Its mission centers on:

• Empowering Filipinas through confidence-building products

• Creating a supportive community for women

• Promoting body positivity

• Encouraging self-love and self-expression

• Supporting women in both personal and professional growth

The company frequently emphasizes that its products are designed to help women feel comfortable and confident rather than conform to conventional beauty standards. [2]

Today, Hiraya Pilipina focuses primarily on skinwear and intimate apparel accessories. Its product lineup includes:

• Adhesive silicone bras

• Push-up adhesive bras

• Nipple covers (adhesive and non-adhesive)

• Reusable silicone skinwear

• Clothing adhesive accessories

• Cleaning soaps for reusable adhesive products

• Protective storage cases

Some of its best-known products include:

• Bosom Cake 2.0

• Soft Cloud

• NIPSAFE

• Slap On Pasties

• Pixie Wings

These products are marketed as reusable, lightweight, waterproof, and designed for outfits such as backless, strapless, and low-cut clothing. [2]

A key part of Hiraya Pilipina’s growth has been its social media-first marketing strategy. Founder Cleo Loque is also a content creator and regularly appears in promotional content. The brand has built a strong presence on platforms such as Instagram, TikTok, and Facebook. [3]

Rather than relying solely on traditional advertising, Hiraya Pilipina combines educational content, body confidence campaigns, product demonstrations, community storytelling, and influencer collaborations. This approach helped the company establish a loyal online customer base. [3]

The company promotes several core values:

• Confidence

• Comfort

• Inclusivity

• Female empowerment

• Community

• Filipino pride

Its messaging consistently frames skinwear as a tool for personal comfort and confidence rather than simply a fashion accessory. [2]

Since its launch, Hiraya Pilipina has been featured by several Philippine media outlets for its rapid growth and the young age of its founder. Publications have highlighted Cleo Loque’s entrepreneurial journey, the company’s transition from statement apparel to skinwear, its focus on women’s empowerment, and its success as a local Filipino brand. The brand has also gained visibility through celebrity partnerships and online discussions among consumers. [1]

Hiraya Pilipina describes itself as a purpose-driven company focused on community-building alongside retail. The organization emphasizes opportunities for learning, leadership, and personal development for Filipinas, both within its team and through its broader brand community. [4]

Although it began as a small student-led business, Hiraya Pilipina has grown into a recognizable Filipino skinwear brand. Its development reflects broader trends in Philippine e-commerce, where digital-native brands combine social media, founder storytelling, and advocacy-driven branding to reach younger consumers. Through its continued emphasis on comfort, confidence, and women’s empowerment, the company has established itself as a notable homegrown name in the country’s intimate apparel market. [1]

1. How This Filipina Started Her Own Clothing Brand at 15 Years Old | Preview.ph

2. Hiraya Pilipina — The New Era of Skinwear

3. Chatting With Hiraya Pilipina’s 19-Year-Old CEO Cleo Loque

4. Hiraya Pilipina | LinkedIn