Dark Underarms? This New ₱18 Tawas Powder Wants to Change That

Many beauty trends come and go, but some Filipino staples never really leave. Tawas is one of them.

For generations, Filipinos have relied on tawas as a natural way to combat body odor. Long before spray deodorants, roll-ons, and whitening serums filled store shelves, tawas was already a trusted household essential. Now, a local brand is giving this familiar favorite a modern update.

Hailey’s Body Essentials has officially launched its new Brightening Tawas Powder, a product that combines the odor-fighting benefits of natural tawas with ingredients designed to help improve the appearance of dark underarms. The new variant is now available nationwide and is positioned as an affordable option for Filipinas looking for a gentler approach to underarm care.

A Common Beauty Concern Among Filipinas

Underarm darkening remains one of the most common beauty concerns among Filipino women. Frequent shaving, friction from clothing, and prolonged use of certain deodorants are often cited as contributing factors.

For many consumers, the challenge has always been finding a product that effectively controls odor without causing irritation or adding to discoloration concerns.

According to Hailey’s Body Essentials, the Brightening Tawas Powder was developed in response to growing demand for natural personal care products that go beyond odor protection. The product combines potassium alum—more commonly known as tawas—with brightening ingredients designed for regular daily use.

“For years, Filipinas have had to choose between a deodorant that works and one that doesn’t darken their underarms. With Hailey’s Brightening Tawas Powder, that choice no longer exists,” the company said in a statement.

Why Tawas is the way

Despite the arrival of countless deodorant alternatives, tawas continues to enjoy a loyal following among Filipino consumers.

Potassium alum is known for its antibacterial properties that help neutralize odor-causing bacteria. Unlike some conventional deodorants, it works without blocking sweat glands, making it a preferred choice for people looking for a more natural option.

Hailey’s says its Brightening Tawas Powder builds on this long-standing Filipino tradition while introducing a cosmetic brightening benefit aimed at today’s consumers.

The company describes the formula as free from harsh chemicals and suitable for daily use, including for those with sensitive skin.

“Tawas is not a new ingredient—Filipino lolas have been using it for generations. What we have done with the Brightening variant is make it modern, effective, and accessible to a new generation of Filipinas who want natural beauty solutions without compromising on results,” the brand added.

Affordable Beauty for Everyday Use

One thing that immediately stands out is the product’s price.

Hailey’s Brightening Tawas Powder comes in a 50-gram tub with a suggested retail price of only ₱18, making it one of the most budget-friendly underarm care products currently available in the market. A 12-piece bundle is also available for ₱216.

The powder format is designed to be lightweight and easy to apply while remaining invisible on clothing. According to the company, the product helps eliminate odor, gradually brightens underarms with regular use, and is safe for sensitive skin.

The product is manufactured in Marilao, Bulacan by Marklene Fabricate Corporation and carries FDA Cosmetic Notification No. NN-1000015777284, which is valid until January 6, 2027. It also complies with the ASEAN Cosmetic Directive.

Available Online and In Stores Nationwide

Consumers can purchase Hailey’s Brightening Tawas Powder through the brand’s official stores on Shopee, Lazada, and TikTok Shop, as well as selected pharmacies, supermarkets, and community retailers nationwide.

Participating pharmacy partners include Yourmed Pharmacy, Well Care Pharmacy, TGP, and Smart Med Pharmacy. The product is also available at selected supermarkets such as Richmart, My Store, and Reaton Supermarket.

For the launch period, shoppers can use the voucher code BRIGHTENNOW to receive ₱10 off their first online purchase. The brand is also offering a Buy 12 Get 1 Free promotion and free shipping on official online stores during the launch campaign.

The #HaileysGlow Campaign

Alongside the launch, Hailey’s Body Essentials is introducing the #HaileysGlow social media campaign, encouraging users to share their personal glow-up journeys through TikTok and Instagram.

Participants who post a before-and-after or “glow check” video featuring the product and use the hashtag #HaileysGlow may qualify for a raffle featuring a three-month product supply, ₱5,000 in cash, and additional product prizes.

The campaign is expected to feature a mix of content creators and influencers from across the country, helping spread awareness about natural underarm care and confidence-building beauty routines among young Filipinas.

For a product built around one of the oldest beauty secrets in Filipino households, Hailey’s Brightening Tawas Powder shows that sometimes the next beauty trend isn’t something entirely new. Sometimes it’s a familiar solution that’s simply been reimagined for a new generation.