Photographed by Kim Santos.
Before the brand became the go-to for seamless innerwear, Loque’s journey into her niche led her to create a label that celebrates confidence, comfort, and Filipino identity
Over the past year, an unexpected buzz happened on social media: actress and entrepreneur Nadine Lustre stepped out in an oversized white blazer, subtly revealing a Hiraya Pilipina silicone bra underneath, and the Filipino side of the internet took notice, propelling the inner- and solutionwear brand into the spotlight.
Behind this collaboration with Lustre was founder Cleo Loque, who built her business from the ground up by fostering a deep connection with a growing community of 200,000 customers, always listening to what they had to say.
Loque’s entrepreneurial spark dates back to her days in elementary school where she’d sell ice candy to her classmates. “Even from a young age, I wanted to earn my own money already. I was very entrepreneurial,” she shares. By the time she was in college at Enderun Colleges, she had already explored different business ventures. But it was not until started Hiraya Pilipina that she found her stride.
Armed with a 20,000-peso loan from her parents, Loque launched the brand by producing 150 t-shirts printed with empowering messages for women. “I never really asked for more investments or external investors. My only challenge to myself was: ‘How can I make use of the resources that I have right now?’,” she recalls.
Initially, Hiraya Pilipina offered a variety of items, including shirts, totebags, and accessories. But when Loque introduced silicone bras and pasties, customers were confused by the pivot. Still, she noticed something: these products were becoming her bestsellers. “I made the intentional decision to niche down,” she explains. “I saw the opportunity for growth and sales revenue and made the brand all about them. The message of empowerment and identity was still there.”
Despite the occasional backlash for promoting undergarments in a conservative market, the young CEO and her team leaned into social media and e-commerce platforms to build a loyal following. “Based on our data, 60% of our sales come from TikTok shop alone,” she explains. The brand frequently goes live on the social media app, and Loque herself hosts sessions that can last up to six hours at a time.
Throughout her journey, Loque has remained committed to celebrating Filipina identity. “Even if the products have changed, the vision stayed,” she says. Through bestsellers like Hiraya Pilipina Pasties and Bosom Cake, she aims to make women feel confident and included. “We’re big on inclusivity,” she shares. “We created a new mold for bigger pasties and bigger silicone bras so that big-chested girls will also feel included.”
As Hiraya Pilipina continues to thrive in the innerwear space, Loque is already looking ahead. “I believe we’ll be going into more intimates and lingerie,” she hints. “But for now, we’re really fully embracing the growth of the silicone bra industry.”
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