Bathed in sun-soaked hues and the spirit of the islands, Popique is Aleah Sia’s ode to self-expression. At just 25, the young founder is shifting perceptions on what it means to be a Filipino beauty brand through products that are vibrant and unapologetically bold.
There’s a particular kind of light that radiates from Aleah Sia: warm, easy, and impossibly bright. It’s the same light that defines her beauty brand, Popique, a rising local label that has quickly made waves for its playful colors, peppy aesthetic, and distinctive tropical identity. At just twenty-five, Aleah has built more than a brand—she has created a love letter to the Philippines in the form of blush pots, lip creams, and cleansers, each one like sunshine in a bottle.
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A Brand Born from Sunshine and the Sea
Popique didn’t begin with a single lightning-bolt idea. For Aleah, it was the culmination of her love for the beach, colors, and the easy confidence of natural beauty. “I’ve always loved the beach, though I don’t visit as often as I’d like,” she says. “I wanted to bring that brightness and freedom into my everyday life, even as a city girl.”
Looking around, she noticed a gap in the Philippine beauty landscape. There were brands that leaned into minimalism, others that followed the global “clean girl” trend, but few that really celebrated color the way the Philippines naturally does. “I found that no local brand truly embodied the vibrant hues of our islands and the spirit of the outdoors,” she explains. “Popique was born to do exactly that.”
The name itself—a fusion of “pop” and “unique”—captures that philosophy perfectly. It’s anchored by the brand’s tagline, “Beauty that makes you pop”: a promise of unbridled happiness and authenticity. “Our products are meant to enhance features in ways that feel effortless and uniquely your own,” Aleah says. “It’s natural beauty, but elevated with color.”
Global Inspiration, Local Soul
Before launching Popique, Aleah studied at the University of British Columbia (UBC) in Canada, where she immersed herself in the global beauty scene. “Living abroad exposed me to brands from all over the world,” she recalls. “Sephora was my playground. That experience taught me that it’s always okay to be different, as long as what you create resonates with your audience.”
This blend of global exposure and local pride has become the foundation of Popique’s identity. “Popique’s vision is very Filipino,” she says, “but the standards we hold ourselves to are global.” Every aspect—from formulation and design to branding and community engagement—reflects that duality of local heart and international polish.
Two Years in the Making
Launching Popique was a labor of love that took more than two years of research, formulation, and testing. When the brand debuted, it came out swinging with eleven products, spanning both skincare and makeup. “We wanted the collection to feel intentional and complete—from starting the day with a cleanser and moisturizer to ending with a full look using blush and lipstick,” Aleah explains.
Behind the polished Instagram feeds and glossy packaging, the process was grueling. The biggest challenge? Ensuring that the skincare and makeup formulas worked seamlessly together. “Our skincare line incorporates peptides, while our makeup leans into creamy textures for a natural finish,” she says. “It took countless revisions—some products were added, others were cut—before we struck the right balance.”
Equally central to Popique’s DNA is inclusivity. “We wanted Filipinos to see themselves in Popique,” Aleah emphasizes. The brand’s hero product, the “Face Forward Multi-Complexion Pot,” launched with 18 shades—a rarity for a local startup. “We made sure to include warm, cool, and neutral undertones, especially olive, which many morena skin tones fall under but are often overlooked. It took time, but it was worth it.”
The Language of Color
One of Popique’s most distinctive traits is its color-coded packaging system, a detail that’s both practical and joyful. “Yellow represents our base makeup products, pink is for color cosmetics, blue-green signals cleansing skincare, purple is for hydration, and orange highlights products with SPF,” Aleah says. “It’s a visual language that makes the user experience more intuitive—and it mirrors the vibrancy of tropical living.”
This dedication to color extends far beyond packaging. “While many brands are going minimalist, I wanted Popique to go in a different direction,” she explains. “We celebrate self-expression. Popique can be playful, tropical, and full of personality, while still being effortless and approachable.”
Making Beauty Effortless
Despite its striking visuals, Popique isn’t intimidating. Aleah built the brand on the principle of beginner-friendly beauty. “It’s all about texture, blendability, and ease of use,” she says. “Our formulas are buttery, smooth, and very finger-friendly, so even someone new to makeup can apply them with confidence.”
This accessibility extends to Popique’s product philosophy: beauty that fits seamlessly into daily life. “Good makeup starts with healthy skin,” Aleah notes. “That’s why our skincare focuses on cleansing, hydration, and protection, so makeup enhances rather than masks.”
Every product is dermatologically tested, developed to withstand the humid Philippine climate, and formulated to be both gentle and effective. “We want our customers to know that color and care can coexist,” she says. “You don’t have to choose between fun and function.”
Community as Catalyst
For Aleah, Popique’s success isn’t measured in sales figures alone—it’s measured in connection. “The value of relationships can’t be overstated,” she reflects. “Some of our earliest collaborations, like with Manila Athletic Club Pilates and Purple Rice Thai Restaurant, came from personal relationships I built even before Popique existed.”
These cross-industry partnerships have helped shape Popique’s jovial, lifestyle-driven image. “Even though these brands aren’t from the beauty space, we share the same creative energy,” Aleah says. “When you combine community, collaboration, and adaptability to trends, the possibilities are endless.”
Her approach to marketing is refreshingly organic. “Gen Z doesn’t want perfection, they want authenticity,” she says. That philosophy was put to the test when Popique discovered a packaging defect in its “Erase the Day Cleansing Balm.”
“It was so frustrating because that was one of my favorite products,” Aleah admits. “But instead of hiding it, we were transparent and offered the balm at almost 80% off. The response was overwhelmingly positive. It showed me that honesty builds stronger trust than perfection ever could.”
Digital Connections, Physical Expansion
In a world driven by aesthetics and algorithms, Popique has mastered the art of digital storytelling. “E-commerce plays a huge role in our business model,” Aleah says. “It allows us to showcase our creative side, communicate our branding, and connect directly with our customers.”
But the brand’s next phase is physical: expanding retail presence across Luzon, Visayas, and Mindanao. “We’re entering major malls soon,” she reveals. “The goal is to make Popique more accessible nationwide, and to build a real community starting with our beauty sales associates. They’re not just there to sell; they’re ambassadors of our brand’s warmth and joy.”
The Next Chapter of Filipino Beauty
When asked where she sees Popique in five years, Aleah doesn’t hesitate. “I want Popique to become one of the most popular makeup and skincare brands in the Philippines,” she says confidently. “But more than that, I want it to be known for the community it’s built: a space where people feel seen, celebrated, and inspired.”
Her ambitions extend beyond commercial success. “I hope Popique inspires more Filipino brands to celebrate our unique skin tones and vibrant beach culture,” she says. “We have such a rich identity, it deserves to be reflected in our beauty industry.”
As the local beauty scene continues to evolve, Popique stands out as a radiant symbol of what the next generation of Filipino entrepreneurs can achieve, which is crafting brands that are globally competitive yet proudly local, aspirational yet authentic.
Aleah’s journey is proof that innovation doesn’t always begin with disruption. Sometimes, it starts with something as simple—and as powerful—as wanting to bring a bit of sunshine into people’s everyday lives.
“Popique is for everyone who wants to feel a little brighter,” she smiles. “Whether you’re getting ready for work, heading to the beach, or just spending time with friends. It’s beauty that makes you pop.”
Photos courtesy of Popique.
