Founding

Ivana Skin emerged from Alawi’s personal experiences with skin insecurities during her formative years. She has stated that learning to care for her skin properly helped her develop greater self-confidence, a narrative that became central to the brand’s origin story.2 Alawi spent roughly two years developing the line before its public release, referring to the business as a personal dream and her “newest baby” upon its announcement in February 2022.3

The official launch occurred on February 11, 2022, with Alawi introducing the business through her YouTube channel and social media platforms. At inception, the company focused primarily on skincare and bath and body essentials.1

Ownership and business structure

Philippine intellectual property records identify Mariam Sayed Sameer Abdulla Naser Al-Alawi, doing business as Mavna Skin Essential Shop, as the applicant associated with the IVANA SKIN trademark. The mark is registered under Nice Class 3, covering cosmetics and related personal care products, with a registration date of December 29, 2023.4 This legal distinction separates the business entity from Alawi’s career as an entertainer, although she remains the central personality associated with the brand in public communications.

Ivana Skin’s branding is closely tied to themes of confidence and self-care. Rather than framing skincare solely as a cosmetic routine, the founder’s narrative presents it as a tool for becoming more comfortable and confident in one’s appearance.2 Public descriptions emphasize three recurring pillars:

• Comfort: Products designed for integration into daily personal care routines.
• Radiance: Formulations intended to maintain brighter-looking and healthier-looking skin.
• Confidence: Connecting skincare and body care with self-esteem and personal expression.

This approach establishes a personality-driven, celebrity-founded brand identity where Alawi’s personal story functions as a key marketing element.

The Ivana Skin portfolio has evolved significantly since its 2022 debut.

Original product range

Upon introduction, the reported product lineup included:

• Beautifying Body Milk
• Purifying Charcoal Soap Bar
• Rejuvenating Glow Kit
• Various soaps and creams

Contemporary coverage described the initial line as combining skincare with bath and body essentials rather than focusing exclusively on facial treatments.3

Sunscreen

A prominent product in the catalog is the Water Gel Sunscreen SPF 50 with Hyaluronic Acid. It is marketed as providing UVA/UVB protection while incorporating moisturizing ingredients such as sodium hyaluronate. Ingredient databases also list botanical extracts including centella asiatica, green tea, licorice, chamomile, and rosemary.5

Soaps and body products

The brand offers various body-cleansing and brightening-oriented items. Retail listings have featured products such as:

• Bleaching Cloud Soap
• Purifying Charcoal Bar
• Kojic Soap
• Whipp Soap
• Beautifying Body Milk
• Bleaching Cloud Cream

Ivana Skin generally occupies the mass-market or accessible-premium segment of the Philippine beauty industry rather than positioning itself as a luxury dermatological brand. At launch, it was described as offering premium skincare at purse-friendly prices. The product strategy addresses everyday concerns common in the local market, including cleansing, moisturizing, sun protection, and achieving a radiant complexion.

For context, the brand’s sunscreen was listed at approximately ₱280 for 50 g in retail and editorial coverage between 2022 and 2024, though current pricing may vary by seller and promotion.

A defining characteristic of Ivana Skin is its connection to Ivana Alawi’s substantial social media following. As an actress and one of the Philippines’ most prominent YouTube personalities, Alawi provides the brand with a direct marketing channel through personal content, family-oriented videos, and celebrity appearances.6 This exemplifies the celebrity-to-consumer beauty brand model, where the founder acts as the public face of the business rather than merely licensing their name.

Marketing activities typically leverage:

• YouTube content
• Instagram and other social platforms
• Celebrity appearances
• Online marketplaces
• Product demonstrations and personal testimonials
• Influencer and reseller networks

The brand is distributed through Philippine e-commerce channels, including Shopee.

Ivana Skin is identified with Alawi as a founder and CEO rather than as a simple endorsement deal. She publicly adopted the CEO role around the time of launch and documented the development process in her own content. Reports indicate that her family participated in testing and supporting the products prior to release. Her personal trajectory—from skin insecurities to experimentation and eventual business ownership—differentiates the brand from collaborations where celebrity involvement is primarily promotional.

Documented regulatory and intellectual property activity associated with the brand includes:

Trademark data is sourced from the Intellectual Property Office of the Philippines (IPOPHL), while product notification information is available via the Food and Drug Administration (FDA) verification portal.4

Ivana Skin is notable within the Philippine beauty industry for combining celebrity influence, social commerce, and locally targeted skincare. It represents a shift in consumer culture wherein high-profile online personalities develop direct-to-consumer businesses using existing communities to introduce products. Alawi’s audience provides significant brand awareness advantages, while accessible pricing allows the brand to target a broad consumer base.

As with other celebrity-founded skincare lines, distinctions should be made between marketing claims and independently established scientific evidence. Registration or notification with the Philippine FDA indicates regulatory compliance within the applicable cosmetic framework but does not automatically validate specific marketing claims regarding whitening, anti-aging, or skin repair. Similarly, consumer reviews and influencer testimonials reflect individual experiences rather than controlled clinical data. Consumers are advised to evaluate full ingredient lists, intended use, FDA status, and suitability for their skin type alongside brand associations.

By the mid-2020s, Ivana Skin had become integral to Alawi’s public identity as an entrepreneur. Media reporting on her business ventures frequently mentions Ivana Skin alongside her other beauty enterprise, AiBeauty, reflecting her transition from being solely an actress and content creator to a business owner.

1. Ivana Alawi Launches Own Skincare Brand, Ivana Skin! – When In Manila
2. Ivana Alawi’s Insecurities Motivated Launch Of Ivana Skin
3. Ivana Alawi sets up own skincare, beauty brand
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5. Ivana Skin Water Gel Sunscreen With Hyaluronic Acid ingredients (Explained)
6. Ivana Alawi