Filipinta: Make-up brand for the fun and quirky Filipina
By; Josephine Ocampo
As a 90’s kid, my childhood life had been simple and fun. It was way before the internet and social media consumed everyone’s time and focus. I would play Ten-Twenty or Chinese Garter with friends, run around the block, and come home to eat my favorite local snacks. This playtime snack break would usually include Cheese Ring, Choc Nut, Flat Tops, Haw Haw and Ovaltine. I still cherish those times as some of my favorite core memories.
So imagine the sheer joy and nostalgia I felt when I saw the Filipinta makeup beauty brand on my feed. A cosmetic line inspired by our fave Pinoy childhood snacks? What’s not to like?
Filipinta is the brainchild of New York-based multimedia designer Hana and former model Jasel Donato. Asked how they came up with their cruelty-free makeup brand, Creative Director Hana relates that Filipinta was initially a passion project that she created for her packaging design portfolio. The brand then evolved into something much more. The co-founders did a test market in the Philippines and to their surprise, they sold out in an hour — even before their official launch.
Since then, Filipinta has become a thriving New York-based beauty brand “with a tight-knit community—from all over the world—rallying behind it”.
Among their bestsellers are the Diwata palette, the Chap Not Lip Balm inspired by Chocnut and Flat Tops, their Lumpia eyeshadow palette inspired by the iconic Lumpia Shanghai, and their Banana Gloss, inspired by the popular Pinoy condiment, Banana Catsup.
They also do fun takes on y2k generation experiences. Ever played F.L.A.M.E.S to find out if you and your crush will end up together? Filipinta has packaged all those throwback feels into their FLAMES eyeshadow palette. It features nine romantic shades perfect for those who want to try funky looks for their next night out.
They also released the Fish Ice Cream Balm — those who’ve experienced finding ice cream tubs in their fridge only to be surprised with smelly tilapia can definitely relate. Certainly witty!
Asked about where they think their brand is headed in the coming years, Filipinta’s PR practitioner Anna Pangalangan says they envision Filipinta to be “a household makeup brand with more innovative beauty products that cater to Filipinas."