How Catalina Sy Went From Makeup Hauls to Project Pan
In the Allure Slambook video, the content creator shares how she rethought her relationship with beauty consumption—and built an audience by encouraging others to do the same.
Art: Mikiyo Ricamora/Allure Philippines; Source images: Kim Santos.
Who else has patiently waited for a “Double Digit Day” sale before finally checking out that beauty purchase sitting in their virtual cart for way too long? Apparently, a lot of us, and that includes content creator Catalina Sy, whose very first beauty post on TikTok was an 11.11 makeup haul.
But the 25-year-old creator has since traded big beauty hauls and lavish splurges for a more mindful approach to beauty consumption. After taking content creation seriously two years ago, Sy has become known for her “deinfluencing” content and her personal take on the conscious beauty movement known as Project Pan.
In the Allure Slambook, an Allure Philippines exclusive where Filipino content creators get real and pen their answers, watch Sy share how it all began, the turning points along the way, and the risk she took in her content creation journey that ultimately paid off. Plus, see how she tackles our beauty “This or That” and reveals exactly where she stands when faced with a beauty choice.
Catalina Sy is a 25-year-old Filipino content creator known for deinfluencing content and her personal take on Project Pan, after starting out with beauty hauls on TikTok.
Project Pan is a conscious beauty movement built around using up products before buying new ones — Catalina Sy has made it central to her deinfluencing content.
Deinfluencing pushes back against constant purchase recommendations, encouraging viewers to buy less. Catalina Sy built her platform around this shift after starting with haul-driven content.
Catalina Sy’s first beauty post on TikTok was an 11.11 sale makeup haul. She only took content creation seriously two years ago.
Her interview appears in the Allure Slambook, an Allure Philippines exclusive series, available as a video on Allure Philippines’ Instagram alongside a beauty “This or That.”
Liam Sanchez is a registered medical technologist and Wellness Writer at Allure Philippines. Combining training in laboratory medicine with experience in science journalism, he specializes in evidence-based reporting on wellness, nutrition, longevity, and beauty trends. A Cum Laude graduate of the University of Santo Tomas, he previously served as Science and Technology Editor of The Varsitarian. At Allure Philippines, he translates complex health and beauty science into accessible, reader-first stories that help consumers make more informed decisions about their well-being.
