Our Story
Habitude is the French word for ‘habit’ or the word ‘usually,’ which for us, skincare passionistas, is incredibly important. So much of how we take care of ourselves is reflected in our habits if you think about it. From the hours we more or less sleep, how and what we eat, and how we prep up or ‘undress’ our skin, what we do and how we do it day in and day out—these are all our habits.
When it comes to skincare, some of us are the grab-and-go type. To cleanse, moisturize, and apply SPF is enough. For others, it’s a 10-step ritual, at least. And sometimes, we swing both ways, habit-wise, when the occasion calls for it. But truth be told, who are we, if not creatures made up of all our little habits, from the mundane to the serious, from skincare to self-love?
And then there’s part two of our name—we love how the word habitude has so much (you guessed it), attitude. More than just celebrating the varying attitudes towards skincare, attitude for us is so much deeper. And just like our habits, our attitudes shape how we see ourselves and the world. That’s why we wanted a brand that not only champions skincare but also speaks to how we move through life—with spirit, with depth, and with unapologetic authenticity.
We first launched Habitude in 2021 with a simple but powerful belief: that our habits and our attitudes shape who we are. Whether you’re a minimalist with a three-step routine or someone who revels in a full skincare ritual, we’ve always wanted Habitude to reflect you: your quirks, your moods, your rhythm.
In 2023, we pressed pause. Why? Because we knew we owed our community more. We stepped back to build better systems that would empower better choices, which would ultimately lead to better habits and attitudes. That’s the soul of Habitude: when we know better, we do better. So we went back to the drawing board—not to start over, but to rebuild from the inside out. Better systems that help shape better habits and celebrate better attitudes. That’s Habitude.
And now, we're back with three new products—carefully formulated, thoughtfully designed, and wholeheartedly rooted in everything we’ve learned:
Thicc Water Toner: A habit for restoring pH balance & boosting skincare
Dew It All Essence: A habit for instantly invigorating skin
Skin On Holiday Serum: A habit to destress tired skin
We’ve always believed that systems shape behavior, and our mission is to build ones that make the better choice also the easier one. That’s why our products are not only effective and skin-loving but also reflect a commitment to ethical sourcing, sustainability, and cultural integrity.
At our core, Habitude is a third-wave Filipino lifestyle brand—proudly homegrown, globally inspired, and purpose-driven. We are rooted in cultural, social, economic, and environmental inclusivity, and we’re building a brand that can sit on the global shelf while remaining deeply Filipino at heart.
This ethos lives in everything we do.
We lead with inclusivity and kindness—to ourselves, to each other, and to the planet. From the very beginning, we’ve said: everyone is welcome at the beauty table. There is always room to be gentler—in how we formulate, in how we speak, in how we create.
We are fuelled by curiosity and creativity. Habitude was born from the desire to create the better choices we couldn’t find. That sense of wonder and possibility continues to guide us. We see the art in everyday rituals, and we bring art—literally—to our packaging through collaborations with local artists.
And finally, we move with thoughtful proactiveness. We take stands on issues that matter, and do so with care, nuance, and responsibility. From the way we formulate to the conversations we join, we’re always thinking one step ahead, with intention at every turn.
So hello again. We’re so glad you’re here. Whether you’re just beginning your skincare journey or have been with us from the start, know that Habitude is a safe space where your habits are honored, your quirks are welcome, and your attitude is celebrated.
#OwnYourHabitude—every step of the way.