Halik, the Filipino-inspired clean beauty brand known for its botanical formulations and commitment to ingredient transparency, today announced the upcoming launch of its Gugo Collection, arriving July 20, 2026. The collection highlights gugo (entada phaseoloides), a traditional Filipino botanical that has been used for generations to cleanse the scalp, support healthy hair, and promote stronger, healthier-looking hair through its naturally occurring saponins.
As consumer interest in heritage beauty traditions and botanical haircare continues to grow, Halik is introducing gugo to a wider audience through clean, modern formulations designed to support a variety of hair types and textures.
The collection includes the Gugo Fortifying Shampoo, Gugo Smoothing Conditioner, and Gugo Restorative Conditioner, each formulated to support scalp health, strengthen strands, and nourish hair through a blend of culturally significant botanicals and modern performance ingredients.
For generations, gugo has been a staple of Filipino haircare rituals, valued for its gentle cleansing properties and ability to support scalp vitality without stripping the hair of moisture. While widely recognized throughout the Philippines, the ingredient remains largely undiscovered by many consumers in the United States.
"Growing up as a first-generation Filipino-American, I was surrounded by stories of natural remedies and ingredients that had been trusted for generations," said Susan Agudo, founder of Halik. "Gugo was one of those ingredients. This collection is our way of honoring that heritage while introducing the botanical to a broader audience through thoughtfully formulated products that meet modern expectations for performance, safety, and luxury."
The Gugo Collection was developed to address the needs of a wide range of hair types and textures:
Gugo Fortifying Shampoo combines gugo bark with coffee extract, bamboo extract, hydrolyzed quinoa protein, panthenol, and rosemary oil to cleanse the scalp while supporting hair strength, resilience, and overall scalp wellness.
Gugo Smoothing Conditioner features gugo bark, tsubaki oil, meadowfoam seed oil, hydrolyzed rice protein, bamboo extract, and coffee extract to help smooth frizz, improve manageability, and enhance natural shine.
Gugo Restorative Conditioner is formulated specifically for coarser textures and curl patterns, combining gugo bark with shea butter, malunggay (morgina) seed oil, hydrolyzed baobab protein, meadowfoam seed oil, bamboo extract, coffee extract, and rosemary oil to deliver deep hydration, elasticity, and nourishment.
Like all Halik products, the Gugo Collection is formulated without parabens, phthalates, PEGs, sulfates, silicones, endocrine disruptors, or synthetic fragrances.
The launch reflects Halik's broader mission to celebrate Filipino botanical traditions while creating high-performance products rooted in wellness, craftsmanship, and cultural storytelling. The brand's growing collection incorporates ingredients inspired by tropical and heritage botanicals, including sampaguita (jasminum sambac), guava, mango, kukui nut oil, and cupuaçu.
"Many people have never heard of gugo despite its long history in Filipino haircare rituals," Agudo added. "We hope this collection not only delivers beautiful results, but also creates greater awareness and appreciation for the rich botanical traditions of the Philippines."
Founded by first-generation Filipino-American entrepreneur Susan Agudo, Halik creates clean beauty products inspired by heritage, wellness, and nature. A University of California, Berkeley, alumna, Agudo has spent nearly two decades leading digital strategy, design, and marketing operations for global brands including Nike and MGM Resorts International. Concurrently, she spent more than 15 years working as a personal trainer, where she developed a deep appreciation for holistic wellness and the impact that everyday products can have on long-term health. That experience sparked a growing interest in natural ingredients, botanical remedies, and ingredient transparency, ultimately inspiring the creation of Halik.
The Gugo Collection will be available beginning July 20, 2026, exclusively at shophalik.com.
About Halik
Halik is a Filipino-inspired clean beauty brand that blends traditional botanical ingredients with modern formulation science. Founded by Susan Agudo, Halik creates luxurious face, body, and haircare products free from parabens, phthalates, endocrine disruptors, PEGs, silicones, sulfates, and synthetic fragrances. Inspired by Filipino heritage and wellness rituals, Halik's mission is to celebrate culturally significant botanicals while creating products that nourish both body and spirit.