Popique was developed over approximately two years before its public launch. Founder Aleah Sia has said that her interest in beauty began at a young age and that she saw an opportunity for a Filipino brand that could combine everyday usability with a more colorful and tropical visual identity.3

The brand was officially introduced in March 2025 through the Popique Beach Club, a beach-themed launch event held at Whitespace Manila. Its debut collection consisted of 11 products spanning both skincare and makeup.3

Sia developed the company with Patrick Sia as co-founder and Joel Andrada as creative director. Andrada, who is associated with the Filipino beauty brand Issy, also assisted with Popique’s product development.1

The name “Popique” is pronounced approximately “pop-ik” and is described by Sia as a combination of “pop” and “unique.” The name reflects the company’s emphasis on individuality and standing out while maintaining an approachable beauty philosophy.1

Its tagline is “Beauty That Makes You Pop.”3

Popique’s identity draws heavily from the Philippines’ tropical environment. Rather than treating sunlight, beaches, and outdoor life as occasional themes, the brand positions them as central to its identity. Products are intended to be lightweight, comfortable, and suitable for hot and humid conditions.4

Popique positions itself between skincare and makeup, describing its approach as skin-conscious beauty rather than makeup that simply covers the skin.

According to the company’s official description, its products are intended to enhance natural features while simultaneously supporting skin health.2

Several principles characterize the brand:

• Tropical beauty: Products and branding are inspired by the sun, beaches, islands, and outdoor lifestyle of the Philippines.
• Color and self-expression: Popique deliberately uses bright, colorful packaging rather than following an exclusively minimalist aesthetic.
• Skin-first makeup: Skincare and makeup are developed as complementary parts of a beauty routine.
• Accessibility: The brand emphasizes products that can be used easily, including beginner-friendly formulas that can often be applied with the fingers.
• Filipino skin: Product development has emphasized shades and formulations intended for Filipino consumers, including a broader consideration of morena skin tones.3

Popique’s current product portfolio is divided primarily into skincare and makeup. Its official store currently lists 16 products across categories including cleansing, hydration, sun protection, complexion, cheeks, lips, brows, and setting products.2

Skincare

The skincare range includes:

• Make A Splash Multi-Peptide Gel Cleanser
• Take A Sip Multi-Peptide Toning Essence
• Seal It Up Multi-Peptide Water Cream
• Protect Me Lightweight Sunscreen Lotion
• Let Them Grow Brow and Lash Serum

The skincare philosophy emphasizes hydration, protection, and maintaining healthy-looking skin alongside makeup use.2

Makeup

Its makeup lineup includes:

• Face Forward Multi-Complexion Pot — Brighten + Correct
• Face Forward Multi-Complexion Pot — Conceal + Cover
• Face Forward Multi-Complexion Pot — Contour + Sculpt
• All-Over Multiuse Cream Palette
• I’m Ready Blurring Primer
• Stay Put Loose Setting Powder
• Set & Smooth Baked Powder
• On Point Brow Pencil with Clear Gel
• So Comfy Blur Lipstick
• Kiss Me Multi-Peptide Lip Balm

The products are generally designed around multifunctionality, easy application, and a natural or buildable finish.2

Color plays an important role in Popique’s branding. During the brand’s launch, Sia explained that different product categories were associated with different colors.

The original system included:

• Pink — color cosmetics
• Yellow — complexion and skin-related products
• Orange — SPF/sun-protection products
• Purple — moisturizing products
• Green — cleansing products

The system was intended to make the brand’s highly colorful appearance functional rather than purely decorative.1

Popique primarily targets young Filipino consumers, particularly Gen Z, while positioning its products for everyday users more broadly. Sia has described herself as part of Gen Z and identified a perceived gap between minimalist/”clean girl” beauty aesthetics and a more colorful Filipino interpretation of beauty.1

The brand’s communication emphasizes being: fun, effortless, and bold.4

At the same time, its products are designed to be relatively uncomplicated. This creates a positioning that combines expressive packaging and color with relatively approachable, everyday makeup.

One of Popique’s most significant characteristics is its explicitly Filipino market orientation.

Sia has cited the country’s tropical climate, beaches, islands, and love of color as important influences on the brand. Rather than simply adapting an international beauty aesthetic to the Philippines, Popique attempts to make the tropical Filipino lifestyle part of the brand’s core identity.4

The company also places emphasis on complexion products designed with Filipino undertones and skin tones in mind. At launch, its Face Forward Multi-Complexion Pot collection was notable for its focus on multiple undertones and shades.1

Popique’s packaging is one of its most recognizable characteristics. The brand uses a bright, saturated color palette and tropical imagery, contrasting with the minimalist white, beige, pink, and gold packaging common among many contemporary beauty brands.

The visual direction is influenced by beach culture and the idea of spending time outdoors. The resulting aesthetic has been described by Philippine beauty publications as colorful, youthful, tropical, and distinctly summer-oriented.4

The design also has a practical component: Popique’s colors are used to differentiate product categories and communicate the company’s skincare/makeup system.1

Public Philippine intellectual-property records show a POPIQUE trademark application filed in March 2024 by Eddie M. Sia, covering a broad range of beauty, personal-care, cosmetic, and related products.5

Philippine FDA records also identify Vanity Couture Corporation as the company associated with Popique cosmetic product notifications, including its Stay Put Loose Setting Powder and Overtime Setting Spray.6

Following its March 2025 launch, Popique became part of a growing group of Filipino-owned beauty brands catering to younger consumers. Philippine publications have highlighted its combination of skincare and makeup, tropical positioning, colorful identity, and relatively accessible pricing.7

The brand has also expanded its retail presence beyond its initial launch, including a listed location at SM City North EDSA as of 2026.8

Popique has received coverage from Philippine fashion, beauty, lifestyle, and entertainment publications, including Allure Philippines, Project Vanity, PhilSTAR Life, PEP.ph, Manila Standard, and The Philippine Star.134

Its Kiss Me Multi-Peptide Lip Balm has also been highlighted by PhilSTAR Life as one of the brand’s notable products.9

Overall, Popique’s significance lies less in simply being another local cosmetics label and more in how deliberately it builds a Filipino point of view around beauty: tropical climate, colorful island culture, approachable makeup, and skincare working together. That combination gives the relatively young brand a recognizable position within the rapidly developing Philippine beauty market.1

1. Popique and Its Founder Aleah Sia Are All About Gen Z Beauty
2. About Us – Popique
3. Aleah Sia, 24, unveils sun-kissed beauty venture for Pinay skin | PEP.ph
4. Made for the Sun: Meet POPIQUE, the Newest Local Brand to Watch — Project Vanity
5. Intellectual Property Center, 28 Upper McKinley Rd.
6. Registration Number Product Name | NN-1000015577419 POPIQUE STAY PUT LOOSE SETTING POWDER
7. Popique Beauty Debuts Makeup and Skincare Products
8. Popique at SM City North EDSA | Location, Floor & Store Details – NOW INQUIRE: FOODS
9. Popique Beauty Multi-Peptide Lip Balm • PhilSTAR Life