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Mom Goes Out Of Comfort Zone To Come Up With A Skincare Brand That's Proudly Pinoy
PHOTO BY Noelle Hui
  • It's been established that being a mother is a full-time job, just like being an entrepreneur is. To take on both roles is undeniably an impressive feat. That's why we always look up to mompreneurs and find their stories worth retelling. 

    In December 2021, a new skincare brand entered the market with the goal of "transforming your skincare routine through self-loving habits and attitudes." Meet Habitude—a proudly Pinoy beauty brand, which puts the spotlight on local botanicals. But before blossoming into a full-fledged brand, it was just a seedling thought in the mind of Noelle Hui, one of the four founders of Habitude.

    Pursuing ideas even if it means stepping out of your comfort zone

    During their brand launch, Noelle said she wondered why "we don't have our own cult-favorite type of [skincare] product, despite being a tropical country." This was when she relayed this observation to her older sister, PR consultant Romina Nañagas.

    "Even before Habitude, Ate Romina and I have always believed in the power and potential of anything local," Noelle shared.

    Romina saw the potential in Noelle's idea, but the latter was not fully convinced that it was something worth pursuing. In an interview with Smart Parenting, Noelle, a mom of two, admits that she did not feel confident getting herself involved in the beauty industry.

    "In my mind, who would listen to me? I'm just a regular mom," Noelle used to think.

    She adds, "At first, I only felt comfortable confiding in my sister as I didn't know who else would take my thoughts seriously as I was an "outsider" in the beauty industry and Ate Roms was the only person I knew who could navigate around the beauty world."


    So what changed her mind? Noelle says it was all thanks to her sister's motivation and passion for promoting local products.

    "Ate Romina kept insisting that the solution was to work with people who had the same mindset and values as us," Noelle recalled.

    This was when the quartet of Habitude was formed. Aside from Noelle and Romina, the brand was founded by their Tita Edna Dolores and friend, former editor Nikki Santiago-Rivera.


    The Habitude all-women team.
    PHOTO BY Noelle Hui


    Through Edna's guidance, given her years of experience as a pharmacist, Habitude came to life to offer beauty products that are "proudly Philippine-made but globally competitive."

    Being a mompreneur

    When asked for a message to other moms who may also be questioning whether or not they have what it takes to pursue their goals, Noelle has this message:

    "It's really so easy to say just go for it, but it's definitely easier said than done. Before going for it, always remind yourself to trust your own path and time (especially when you're getting impatient). Have a plan on how to achieve your goals.

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    "Go easy and gentle on yourself (a lot of this!). If today was a bad day, we try again tomorrow."

    When planning for your goals, she also offers a piece of advice that many moms would probably find helpful. She says, "I don't trust my mommy brain to remember things off the bat, especially after two c-sections, so I always have my notebook with me! If no notebook, type it in your phone."

    Why moms need to have a skincare routine

    Being a mom demands a lot of time and effort, but it does not mean that they don't deserve to set aside time for themselves. Noelle agrees on the importance of having a me-time as a mom.


    Noelle with her husband and two kids.
    PHOTO BY Noelle Hui


    She says, "You know, society expects women to work like they don't have a family to take care of and expects women to take care of their families like they don't have a career. That statement shows just how stretched we are. It can feel like nothing is left for yourself anymore.


    "As simple as a skincare routine is a reminder to take time to be with yourself, a reminder to take care of yourself too! A reminder that you should be nourished and pampered the way you like it. You're doing something for you."

    Aside from promoting ingredients found within the Philippines' own backyard, Habitude was created to complement everyone's lifestyle, including that of a mom's. Its first three products, Habitude Hardworking Miracle Water, Habitude Seriously Revitalizing Serum, and Habitude Go-Getter Moisture + Sun Stick, can attest to that.


    PHOTO BY Habitude Lifestyle Co.


    When asked what skincare product every mom should have, Noelle quipped, "Patience with yourself and your own path."

    She continued, "Kidding aside, a good toner or cleanser and sunblock."

    Know more about Habitude here.

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