Shaped by its founder’s roots and real women’s experiences, Herah grows its inclusive innerwear mission nationwide with support from Shopee
Every Filipina is familiar with the pursuit of perfectly fitting underwear: comfortable enough for daily wear, seamless under clothes, and supportive where it matters. Yet the choices often fall short, especially when most designs still cater to a limited range of body types. Filipino innerwear label Herah is shaping solutions to fill this gap, creating innerwear designed around real bodies and real comfort.
Founded in 2021, the homegrown brand focused on creating high-quality essentials designed with the experiences of Filipina women in mind, prioritizing comfort and fit over price competition. This clarity in purpose drove 167% growth in 2025 and earned Herah recognition as Partner of the Year for Fashion at the recent Shopee Brands Summit, the event’s top honor for brands that demonstrate standout performance, strong collaboration, and consistent category contribution. The win placed a Filipino brand alongside major global names and highlighted the strength and innovation of Filipino entrepreneurs on the platform.
“Shopee has helped us connect with the women we want to serve,” said Ryan Uy, CEO of Brand Collective. “The platform’s tools have supported us as we stayed focused on creating quality products and serving our community.”
A brand built by listening to women
For Uy, the business began at home. As the only boy among four sisters, he became familiar with the comfort and sizing frustrations many women face with innerwear.
In 2021, he began developing Herah after recognizing how limited the local options were for Filipina women across different shapes and sizes. Inspired by global brands, he set out to build a homegrown brand rooted in the experiences of Filipinas.
Before launching in 2022, Herah tested products with women across body types to refine sizing, structure, and fabric. The goal was straightforward: dependable quality at an accessible price.
Herah’s leadership team is predominantly female, ensuring women guide key decisions across product development and strategy. “Herah comes from ‘Hurrah,’ because at its core, we exist to celebrate women, and create products that make women feel seen, supported, and confident,” Uy shared.
The brand’s lineup includes seamless wireless bras and lightweight panties crafted from soft, flexible fabric that adapts to a wide range of body shapes, and designed to deliver comfort, smooth lines, and good support.
Rising on Shopee as a leading Filipino-owned fashion brand
Underwear is a trust-based category. Comfort, fit, and body confidence are deeply personal, and customers need clarity before making a purchase.
As Herah expanded beyond its initial customer base, Shopee became an important channel for building that trust at scale. Detailed product listings with accurate sizing, real-time conversations through Shopee Live, and creator partnerships allowed the brand to address fit questions openly.
Beyond visibility, Shopee provided access to a broader customer base, enabling Herah to reach women outside major cities and grow without shifting its focus away from product quality. The platform’s infrastructure allowed Herah to compete on value instead of price alone.
“It still feels surreal,” Uy said. “We’re proud to be a Filipino brand, and even prouder of the impact we’ve been able to make on the lives of Filipino women.”
A lesson for Filipino entrepreneurs
Herah’s recognition reflects the growing confidence of Filipino brands building with intention in the digital space.
“Herah shows how Filipino businesses can stand out when they lead with customer understanding and product focus,” said Jack Ng, Head of Commercial at Shopee Philippines. “Our role at Shopee is to provide scale, tools, and reach that allow brands that understand their customers to grow beyond their initial market and compete more effectively.”
Uy hopes Herah’s journey inspires other Filipino entrepreneurs. “Start with a great product and make sure it solves a real problem. When you do that, customers become your strongest advocates, he said.”
As the brand grows, it remains anchored in a mission shaped by the women who inspired it, with Shopee helping to bring that mission to more Filipinas. For Uy, that progress is proof that listening closely, and building with discipline, makes growth sustainable.
About Shopee
Shopee is a leading e-commerce platform in Southeast Asia, Taiwan, and Brazil. Shopee promotes an inclusive and sustainable digital ecosystem by enabling businesses to digitalise and grow their online presence, helping more people access and benefit from digital services, and uplifting local communities.
Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. Shopee is also a key contributor to the digital economy, with a firm commitment to helping homegrown brands and entrepreneurs succeed in e-commerce.
Shopee is part of Sea Limited (NYSE: SE), a global technology company. Sea’s mission is to better the lives of consumers and small businesses with technology through its three core businesses: Shopee, Garena, and Monee.
For more information, visit Shopee.
