Bioderm Clean White Honors Generations of Care Through “Bida sa Alaga”

In every Filipino home, care is passed down from one generation to the next. From a lola’s gentle reminder to take a bath after play, to a mother’s quiet habit of preparing fresh clothes and a warm hug—these moments of alaga shape not just routines, but lasting family values.

Bioderm Clean White, once known as Bioderm Pristine, has been part of these intimate stories for decades. This 2025, the brand relaunches with a renewed mission: to celebrate alaga as a family legacy through the “Bida sa Alaga” movement.

The movement pays tribute to the countless gestures of love that often go unnoticed. It is about recognizing the protectors and nurturers in our lives—not only moms, but also fathers, grandparents, titas, and even older siblings—who quietly keep families safe, strong, and connected.

At the heart of this relaunch is Bioderm Clean White’s upgraded germ-fighting formula (based on representative germs tested), delivering trusted protection with a clean floral fragrance that feels gentle on skin. More than a soap, it becomes a symbol of reassurance, carrying the scent and touch of love that has safeguarded homes for generations.

To embody this timeless message, Bioderm Clean White welcomes Marian Rivera and her son, Sixto, as the faces of the campaign. Beyond her celebrity status, Marian represents the everyday parent who cherishes small but meaningful routines. “Simple moments like handwashing or bath time become our bonding time,” she shares. “With Bioderm Clean White, I know we’re clean, fresh, and safe—it’s a comfort I want for my family.”

Through the Bida sa Alaga campaign, families are encouraged to look back at the everyday heroes in their lives and share their own stories of love and protection. Whether it’s a nightly “ingat sa byahe,” a warm meal after a long day, or the scent of fresh laundry prepared with care, these gestures remind us that protection begins with love.

This year, Bioderm Clean White invites everyone to celebrate these stories by sharing them with the hashtag #BidaSaAlaga—because true care is never about grand gestures, but about the consistent acts that hold families together.