Iya Omaña Is Here To Be Your Beauty Bestie

Allure Face Card is a series from Allure Philippines that spotlights the creators shaping today’s digital conversations. In today’s beauty landscape, content creators play a defining role in how beauty is discovered, experienced, and talked about. Through Allure Face Card, Allure Philippines curates the creators whose work reflects a distinct point of view, cultural relevance, and a strong connection with their audience—shaping online culture and influencing how beauty resonates with audiences today.

Iya Omaña is glowing as she shows up to her Allure Philippines shoot. She’s wearing a pretty pink dress, her hair falling around her shoulders in soft waves. “This look represents not just me now but also me as a child,” she says. “I really love pink.”

The beauty content creator asked makeup artist Miz Raffy to help with her look, which Miz Raffy describes as “very morena, very bronze.”

Turning to Omaña, the makeup artist says, “It’s in line with your advocacy. You don’t lighten your skin. The way you style yourself is also very bronze. It’s really just highlighting your features.”

Omaña admits that this wasn’t always the case. “When I was younger, I wanted fairer skin. I tried whitening soaps and things like that just to feel good about myself, especially in high school.”

But not anymore. “Now, I really embrace my morena skin. It’s definitely one of my assets,” says the 26-year-old. “I look up to Miss Bianca Gonzalez, Miss Marj Maroket, and Miss Belle Rodolfo. They paved the way for us morena girlies. And I am so proud to be part of that movement.”

Kim Santos

In fact, her first video as a beauty content creator was a natural makeup look for morenas. “It was a no-makeup makeup look, with shades that match morena skin,” Omaña said.

She continues to create tutorials for morenas, providing them with all kinds of product recommendations, from budget-friendly to high-end.

A marketing graduate from De La Salle University, Omaña began exploring content creation in 2018 and has been doing it full-time since 2023. “It’s my ultimate dream to be where I am today—doing my work as a full-time content creator.”

She used to cover fashion and lifestyle as well but now focuses on beauty. “It’s really fun—trying products, sharing my insights, if it works for me or not, sharing my favorites to my audience, to my beauty besties.”

Beauty besties—that’s what she calls her followers. “My platform is not just about myself. I love hearing stories from my beauty besties. I love responding to their questions.”

Her goal is to inspire and empower them. And they’re what keep her going as a content creator. “It’s the community. The audience, the people I work with. They’re so inspiring.”

Kim Santos

Growing up, what beauty standards shaped how you saw yourself?

Back when I was still in high school, and even as a child, there wasn’t a lot of morena representation yet. But now, I would say that it’s really evolving and I really love that for us morenas.

Have you ever felt pressured to look a certain way online?

Yes, when I was just starting on YouTube. But right now, what I really admire about our industry, or the space right now, is the individuality and how we all spotlight different individuals. Because we all shine in our own ways.

There are a lot of beauty content creators—what do you think makes you stand out?

For me, aside from being relatable, I feel that my beauty besties come to me because I’m really approachable. I really want them to feel that I’m just their bestie in the beauty space. I’m not someone to look up to like an idol. I’m more of their ate in that sense.

What’s one thing you wish you knew when you were getting started?

I wish I wasn’t so hard on myself. Like, don’t take it too seriously. It’s not that deep. It’s not that serious. Just enjoy it. Be in the moment.

What does your audience not see in your day-to-day life as a creator?

I think one of my biggest struggles, of course, is my time. Scheduling. I’m a one-man team. I film, shoot, edit, post. Which post should I prioritize? What video should I be putting out? It can be overwhelming.

Kim Santos

How do you protect your sense of self in a space built on visibility?

I try my best to always ground myself in terms of meditating, working out, being with my family.

Quality time. I’m a quality time girly. I love learning from others. I love learning from other content creators and professionals.

Is there a beauty trend that you think deserves more attention?

I was so happy when clean beauty became a thing. Now, I really want to see more of that soft glam. Clean beauty but adding that snatch—a little sparkle, a little color.

How do you decide which products or brands are worth sharing with your audience?

I really try and test the products, I review them. It’s easier now that I know my skin type. I know what will work for me. I also ask my friends or my sister, “Can you check if this also works for you?” I want to make sure that the products also work for other skin types. Research and product trials are very important to me.

What’s your relationship with perfection when it comes to beauty content?

Actually, as a Virgo, I’m quite a perfectionist.

What’s one beauty detail you never skip, no matter how minimal your routine is?

It’s always the primer. My moisturizer, my primer, and my sunscreen. I really believe that it starts with a nice, good canvas. I have dry skin so it’s a must for me.

Kim Santos

What’s a beauty rule that you love to break?

That belief that just because a product is expensive, it’s better. A lot of our local brands are so good that they can compete with international brands. I want to erase that connotation na basta mahal, maganda. You don’t have to spend so much to achieve a certain makeup look.

What’s something that you’re obsessing over right now that hasn’t shown up on your feed yet?

Before, I would use hairspray. But I tried a texturizing spray and it really works for me. I also love this cream conditioner for my hair. It’s from Gisou, it’s the honey one. I think I need to dive into hair products more.

When do you feel the most beautiful?

I feel the most beautiful right now. When I feel that I really put in the effort. When I like the clothes I’m wearing, the makeup I’m wearing. My hair. And of course, my headspace, when I have inner peace.

What’s one beauty product you can’t live without?

My moisturizer, definitely. For makeup, it’s blush. I’m a blush girly.

What’s a beauty habit you’ll never give up, no matter the trends?

My skin care, definitely. My nighttime skin care routine—my moisturizer, my facial wash, my Estée Lauder Advanced Night Repair.

Is there a beauty trend you’ll never try?

Piercings, I think. It looks nice on some people. But, for me, I don’t think I can do it. I have nothing against them but I don’t think I can handle the pain.

What does trust mean to you when it comes to beauty recommendations?

Trust is the most important thing—that trust that I have with my beauty besties. I make sure that I water that or nurture that not only through my videos but in the comments and messages. I always tell them, don’t be shy to message me, to approach me if you need something, if you need help. That’s how I build my trust. And of course, [there’s] the product trials and telling them, “This is what works for me and I’m going to share it with you.” I’m not forcing anyone to buy anything, I’m not shoving it in your face.

Kim Santos

How do you approach brand partnerships while staying authentic to your audience?

With brands, I really tell them ‘no whitening, no bleaching products.’ I ask for the brief, I check the ingredients. There are certain ingredients that don’t work for me. Then I ask for time to really try and test a product. Makeup’s a little bit easier—you’ll need maybe three to five days of wearing it everyday, trying to learn to use it properly. Skin care takes longer—two weeks or more.

What do brands still misunderstand about working with creators today?

Some brands rush. “I’m going to pay you this amount, [you] make the video by tomorrow.” Some brands do that. But I have to film, I have to edit it. Sometimes they inquire and their timeline is only one week.