Welcome to our Tried & True series, where we highlight the holy grails and OGs, the top-shelf regulars and under-the-radar picks, as well as the new, fresh-off-the-lab products and viral sensations worth the hype—all from reputable brands we’ve road-tested ourselves. Behind the name, we explore what makes a brand worth discovering, whether it’s how it has redefined beauty, its founder’s inspiring story, or how its range of offerings gave consumers what they truly want and need.
In this edition, we take a closer look at Babe Formula, a Filipino haircare brand brand built around the idea of intentional, ingredient-conscious formulations designed to address everyday hair concerns. The brand’s lineup includes carefully crafted haircare essentials that combine naturally derived nutrients with repair-focused ingredients that aim to support hydration, smoothness, and overall hair health while avoiding common additives such as sulfates, silicones, and parabens.
From the start, Babe Formula’s creation was rooted in a simple observation: many haircare products on the market either felt too harsh for everyday use or too expensive to sustain as part of a routine. “When I first imagined Babe Formula, I wanted haircare that felt gentle but still effective,” shared Babe Formula founder Paula Hilario. “At that time, a lot of products either felt too harsh or too expensive. I wanted something that Filipino consumers could use every day without worrying about damaging their hair, especially with common concerns like dryness, frizz, and hair fall.”
That thinking shaped the brand’s approach to formulation. Many of Babe Formula’s products are developed without sulfates, silicones and parabens—ingredients that often come up in haircare conversations about long-term hair health. For Hilario, the decision didn’t revolve about trends but how Filipinos actually treated their hair. “Many Filipinos color, treat, or style their hair often, so harsh formulas can do more damage over time,” she explained. “That’s why we focused on sulfate-free and gentler formulas, so people can use our products regularly while still taking care of their hair.”
The realities of living in a hot, humid climate also played a role in shaping the brand. Daily hair washing is common across the Philippines, which meant formulas needed to balance cleansing with hydration. “Since many Filipinos wash their hair daily, we wanted formulas that are gentle enough for everyday use,” Hilario says. “The idea was to cleanse the scalp well but still keep the hair hydrated and healthy.”
“Good haircare can be simple, gentle, and still effective. More than anything, we want to help people feel more confident about their hair and understand that healthy hair is something everyone can achieve with the right care.”—Paula Hilario, Founder of Babe Formula
Today, Babe Formula’s lineup spans shampoos, conditioners, treatments, and styling products aiming to address everyday concerns such as dryness, frizz, and damage from coloring or chemical treatments. Product ideas, she also added, often began with feedback from the community itself. “Most of our product ideas actually start from real concerns we hear from our community,” she says. “We listen to what people struggle with, then work with our formulators to develop something that can help address it.”
This community-centered approach reflects the brand’s broader philosophy: making haircare simple, effective, and approachable. “I hope Babe Formula helps people realize that taking care of your hair doesn’t have to be complicated,” Hilario shared. “Good haircare can be simple, gentle, and still effective. More than anything, we want to help people feel more confident about their hair and understand that healthy hair is something everyone can achieve with the right care.”
HERO PRODUCT
Joozie Shampoo and Conditioner
Crafted for colored and chemically treated hair, the Joozie Shampoo and Conditioner duo tackles dryness and damage while remaining light enough for daily use—a must for Filipino consumers navigating humid tropical weather.
“One of our most loved products is definitely Babe Joozie. Many Filipinos have colored or chemically treated hair, so a lot of people are looking for something that can help repair and hydrate their hair. People keep coming back to it because they really notice the difference in how their hair feels–softer, smoother, and more manageable,” said Hilario.
Joozie stands out for the way it combines gentle formulations with targeted and effective ingredients. The shampoo gently cleanses without stripping the hair of moisture, thanks to sulfate-free surfactants and hydrating Tsubaki seed oil while the conditioner smooths and strengthens hair with a mix of keratin, shea butter and jojoba seed oils. These ingredients work beneath the surface to repair damage, lock in moisture, and improve elasticity—without coating hair in heavy silicones.
Even the sensory details elevate the experience: its creamy textures glide easily through strands, while the mild and uplifting sweet scent makes daily washing feel like a mini indulgence.
Babe Formula Joozie Shampoo
P318, The Beauty Edit
Babe Formula Joozie Conditioner
P318, The Beauty Edit
UNDERRATED HOLY GRAIL
Moonbeam Daily Hair Spray
When your hair calls for a quick pick-me-up, Moonbeam Daily Hair Spray answers. This water-based, lightly scented spray smooths frizz, adds shine, and protects against heat and UV rays—all without the crunch or heaviness of traditional hairsprays. Infused with castor oil, hydrolyzed keratin, and amino acids, it nourishes as it styles, making it perfect for chemically treated or heat-styled hair. Available in different playful fragrances, this hairspray can be your ultimate hair ally for busy days and unexpected plans.
Babe Formula Moonbeam Daily Hair Spray
P199, The Beauty Edit
EDITOR FAVORITE
Chiffon Shampoo and Conditioner
Lightweight yet nourishing, the Chiffon shampoo and conditioner duo earned its spot as an editor favorite as it tackles brittleness and dryness while leaving hair soft, smooth, and manageable—perfect for daily use in humid climates. Plus, they come in it comes in handy sachets, making it easy for first-time users to try the formula without committing to full bottles. “Our sachets, especially Babe Chiffon sachets, are often the first thing people try. They’re affordable and easy to test, so people can experience the formula first. After that, many customers move on to the full bottles,” shared Hilario.
“Chiffon is popular for people who deal with frizz or scalp concerns, and those who want smoother, more manageable hair,” Hilario said. Its sulfate-, silicone-, and paraben-free formula combines hydrating ingredients, collagen, keratin, and nourishing oils to strengthen strands while maintaining their natural movement. The shampoo cleanses without stripping, while the conditioner detangles, smooths, and locks in moisture for hair that’s visibly healthy and feels touchably soft.
Chiffon Shampoo
P25/25ml, The Beauty Edit
Chiffon Conditioner
P25/25ml, The Beauty Edit
Shop Babe Formula and more local beauty brands at The Beauty Edit Gallery at Spatio, located on the 3/F of Opus Mall, Bridgetowne Destination Estate, Quezon City. An editorial-led retail concept—and the first-of-its-kind in the local scene—the gallery spotlights indie innovators, cult icons, and niche trailblazers shaping F-beauty today.
