How This Woman-Led Brand Turned a Product Launch Into a Celebration of Girlhood
From intimate wear to inner strength, it became a moment to celebrate confidence, comfort, and community—with new brand ambassador Catriona Gray leading the conversation.
From the moment I stepped inside The Villa Studios at Cornerhouse, it felt like walking straight into Barbieland. Every corner was brushed with shades of pink and white—from the florals to the decorations that set the tone for the afternoon. In one corner of the room, guests crafted their own flower bouquets at the La Fleurist Boutique, snapped photos by the photobooth, and gathered around an elegantly curated charcuterie spread.
It was a scene perfectly fitting for Hiraya Pilipina’s “A Celebration of Becoming,” marking the reformulation of their well-loved product and the unveiling of their newest ambassador, Miss Universe 2018, Catriona Gray.
Courtesy of Hiraya Pilipina
When innovation meets intention
In her previous interview with Allure Philippines, Hiraya Pilipina founder Cleo Loque shared that empowerment and community are at the heart of the brand—and the redesign of Bosom Cake, their popular silicone adhesive bra with an invisible feel and now a deeper cut, is a testament to that. Loque made sure to involve the brand’s community every step of the way. “We did one-on-one interviews with our customers and had market surveys,” she shares, “We found out what they really liked about the product and what they wanted to improve by reading the comments and reviews on our platforms.”
Courtesy of Hiraya Pilipina
With feedback from their community, they were able to level up their game to the reimagined Bosom Cake. Before, the adhesive was directly applied to the product. But now, it features stronger, refillable, and medical-grade adhesive patches—a first in the market.
The best part? If the adhesive starts to lose its grip, all you have to do now is replace the patches. “It also has a sustainability aspect because instead of buying the whole product, you’ll now just buy the patches,” Loque says.
Bosom Cake 2.0 now comes in five shades and six sizes, ranging from AA to DD. Hiraya Pilipina also partnered with dermatologists to ensure that the adhesives are safe for all skin types by testing the adhesives throughout the entire process (as someone with atopic dermatitis, I felt reassured). Their close collaboration with their manufacturer even allowed for third-party testing every step of the way—a testament to how deeply they value trust and transparency.
This is girlhood
After the brand ambassador and product reveal, the floor opened for a Q&A with Gray and Loque. The conversation felt intimate—it was as if we were in a retreat or a group therapy session. Attendees asked thoughtful questions that sparked much-needed conversations on self-acceptance, comfort, and womanhood. You could sense the girlhood in the room: the shared understanding, the laughter, and the feeling of being seen and heard.
Since Hiraya has always championed “empowering Filipinas with revolutionary boob solutions,” this new campaign takes that mission a step further—not just redefining innerwear, but also reshaping how women view their bodies.
“In a conservative culture like the Philippines, there’s always going to be that air of taboo,” Catriona Gray shares. “But a woman’s body should really be celebrated. It shouldn’t be something that’s made taboo. Women are the majority population in this country, and this is our body.” She expresses her frustration that talking about breasts, periods, or intimate wear should be normalized.
Catriona’s words resonated across the room, echoing Hiraya’s mission to empower women to take control of their comfort and confidence. “I love that Hiraya is normalizing women taking ownership of how they feel, with inclusive sizes and colors that make everyone feel represented,” she adds, “Our bodies aren’t meant to be hidden away. It’s a woman’s choice what she feels comfortable in, and that should be celebrated.”
Loque agrees, reinforcing the brand’s commitment to inclusivity and self-expression. “For us, it’s all about giving options. The first tagline of our nipple pasties campaign was ‘More options for you to be you.’ We’re not saying don’t wear bras anymore—it’s about giving women choices. Options that make them feel confident and celebrated, no matter what they wear underneath.”
A new era of comfort
But what’s next for Hiraya Pilipina? Loque shares that Bosom Cake’s relaunch is only the start. “In the future, you can look forward to more comfortable innerwear,” Loque smiles. “We’ll most definitely go into different underwear, lingerie, maybe even loungewear and nightgowns soon.”
It was indubitably a splendid afternoon filled with stories of growth, empowerment, and community—proof that when women come together, something truly special blossoms.
And for Hiraya Pilipina, it was proof that confidence, when shared, multiplies.
