The Intellectual Property Office of the Philippines records a SIMPLY HUE trademark application filed on June 22, 2022, listing Arriane Reyes Recella and Eleanor Casao Roma as applicants.[2] The trademark covers cosmetics, skincare cosmetics, beauty-care preparations, and related non-medicated personal-care products.

Simply HUE was created in 2021 by two best friends who shared an interest in self-love and creating opportunities through beauty products. According to a Philippine beauty retailer’s profile of the brand, the founders initially wanted to create products that would help women feel more confident while paying attention to parts of the body that are often neglected.

This philosophy became an important part of the brand’s identity. Rather than positioning skincare solely around the face, Simply HUE built its early product portfolio around specific body concerns, including the underarms, knees, elbows, bikini area, and buttocks.

The company’s registered corporate identity is The Simply HUE Corporation. Philippine FDA records show the company operating under the name Simply HUE Personal Care Products and holding a cosmetic-trader license.[1]

Simply HUE’s central idea is that every part of the body deserves attention and care. Its branding combines conventional skincare language—such as brightening, exfoliating, moisturizing, and smoothing—with playful product names. This gives the brand a deliberately approachable and less clinical personality.

The concept is particularly visible in names such as:

• Shaky Bum Bum — body/butt exfoliating scrub
• Rock-A-Bikini — bikini-area and inner-thigh serum
• Up Up Hooray — underarm cream
• HappiKnees — targeted cream for knees and elbows
• Eye Got U — eye gel serum

This naming strategy helps Simply HUE differentiate itself in the crowded Philippine beauty market by making products about potentially embarrassing or overlooked body concerns feel more conversational and approachable.

Body and intimate skincare

The company’s original and most distinctive category is targeted body care.

Shaky Bum Bum is an exfoliating body scrub marketed for the buttocks and areas prone to body acne, discoloration, and rough texture. Product information lists ingredients including walnut-shell powder, niacinamide, glycerin, aloe vera, salicylic acid, glycolic acid, kojic acid, alpha arbutin, and other cosmetic ingredients.[3]

Rock-A-Bikini is marketed as a brightening serum for the bikini area and inner thighs. It became one of the brand’s recognizable products and is frequently sold together with Shaky Bum Bum as a bundle.

Up Up Hooray is an underarm-focused cream intended to address concerns such as uneven tone while moisturizing and smoothing the skin.[3]

HappiKnees targets the knees, elbows, and nape. Its product description emphasizes moisturizing, smoothing rough areas, and helping improve the appearance of uneven or darker patches.[3]

Facial skincare

Simply HUE has also moved beyond its original body-care niche. Its product listings include Eye Got U Eye Gel Serum, aimed at the under-eye area, as well as products sold under the Barefaced name, including sunscreens and a sleeping mask. This suggests an expansion from a narrowly focused intimate/body-care brand toward a broader beauty and skincare portfolio.

Other products

The Simply HUE ecosystem has also included products such as:

• Handy Dandy antibacterial hand cream
• Daily Dose / Dose of Glow beauty supplement
• Bundled skincare sets
• Beauty accessories and pouches

Current marketplace listings show the brand selling a mixture of individual products and multi-product bundles.

Third-party skincare databases currently list seven Simply HUE products, including Shaky Bum Bum, Rock-A-Bikini, HappiKnees, Up Up Hooray, Eye Got U, and Barefaced products.[4]

Simply HUE primarily appeals to young, digitally engaged Filipino beauty consumers, particularly women interested in affordable skincare and body confidence. Its market positioning has several distinctive characteristics:

• Affordable beauty: Products are generally positioned at accessible Philippine price points.
• Targeted skincare: Rather than offering only generic body lotion or cleanser, individual products address specific body areas.
• Playful branding: Product names are informal, memorable, and social-media friendly.
• Body confidence: The brand encourages consumers to care about areas they might traditionally overlook.
• Online-first distribution: Its presence on platforms such as Shopee and TikTok Shop makes the products readily accessible to e-commerce shoppers.

Its official Shopee store, for example, currently lists more than 20 products, with the store showing a large follower base and thousands of sales on some flagship items.

E-commerce has been particularly important to Simply HUE’s growth. The brand maintains a presence through Philippine online marketplaces, including Shopee Philippines, where its main store carries its skincare range. Marketplace listings also show Simply HUE products being distributed through TikTok Shop and other beauty retailers.[3]

This online distribution model fits the brand’s target demographic and allows relatively niche products—such as dedicated bikini-area or butt-care products—to reach consumers without requiring extensive physical retail distribution.

A major part of Simply HUE’s differentiation is its playful approach to intimate skincare. Traditional skincare brands often use technical or clinical names. Simply HUE instead uses memorable phrases such as Shaky Bum Bum, Rock-A-Bikini, and HappiKnees. This creates a tone that is youthful, humorous, approachable, feminine, social-media friendly, and centered on self-confidence.

The word “HUE” also reinforces the brand’s association with skin tone, complexion, and individual beauty.

The Intellectual Property Office of the Philippines’ 2023 trademark publication identifies SIMPLY HUE as a mark associated with cosmetics and skincare products.[2] The application lists the two founders as applicants and gives a Batangas City address.

Philippine FDA records also identify The Simply HUE Corporation as a cosmetic trader operating under Simply HUE Personal Care Products.[1]

Individual product listings have also carried FDA notification/registration information, although regulatory status can vary by individual product and can expire or change over time. Therefore, a product being sold under the Simply HUE name should not automatically be interpreted as having the same regulatory status as every other product in the portfolio.

Simply HUE can broadly be described as occupying the intersection of affordable Filipino skincare, body care, and intimate skincare. Its competitive advantage is less about being a traditional full-range cosmetics company and more about identifying specific, underserved skincare concerns and packaging them in an entertaining, highly recognizable way.

The company’s evolution can therefore be summarized as: 2021 → targeted body-care concept → intimate/body skincare niche → strong e-commerce presence → expansion into facial skincare and broader beauty products.

Marketplace data indicates substantial consumer interest in some of the brand’s flagship products. For example, the official Shopee store currently lists Shaky Bum Bum and Rock-A-Bikini with thousands of units sold, alongside strong marketplace ratings.

TikTok Shop listings likewise show Shaky Bum Bum being sold by The Simply HUE Corporation, with customer reviews frequently discussing its fragrance, texture, and exfoliating experience.[3]

These marketplace figures should be regarded as platform-specific indicators rather than audited company sales figures.

Simply HUE is a Filipino beauty and personal-care brand founded in 2021 by best friends Arriane Reyes Recella and Eleanor Casao Roma. Its original concept was to promote self-love and confidence by creating affordable skincare for body areas that are often neglected.

The brand became particularly recognizable for its playful, targeted products such as Shaky Bum Bum, Rock-A-Bikini, Up Up Hooray, and HappiKnees. It has subsequently broadened its portfolio into facial skincare, sun protection, eye care, hand care, and other beauty products.

From a branding perspective, Simply HUE’s defining characteristics are its Filipino roots, affordable positioning, targeted body-care concept, playful naming, e-commerce orientation, and self-love/body-confidence messaging.

Important distinction: There are unrelated businesses and trademarks using the words “Simply Hue” or similar names internationally. The profile above specifically refers to the Philippine skincare/beauty brand established in 2021 by Arriane Reyes Recella and Eleanor Casao Roma.[2]

1. License Number Name of Establishment | LTO-3000010038306 The Simply HUE Corp. Operating under the name of Simply HUE Personal Care Products
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3. Simply HUE – Shaky Bum Bum Whitening Scrub – TikTok Shop Philippines
4. Top-rated Simply HUE Products | Picky