‘Overpriced’ scrunchie brand faces renewed criticism amid Selena Gomez collab

The item is worth ₱2,200, with four-piece sets reaching ₱8,200 and bundles going up to ₱11,400.

Filipino-British lifestyle brand Bahay Kubo has collaborated with singer Selena Gomez’s cosmetics line—only reviving the past controversy over its allegedly overpriced scrunchies.

In its June 4 TikTok post, Bahay Kubo shared scenes from an event with Rare Beauty, where both brands jointly launched their hair accessories and brow gels.

But the collaboration quickly drew attention back to the earlier controversy.

“Never forget,” one user said, while another one said, “didnt we cancel this brand.”

In 2024, Bahay Kubo went viral for its ₱2,000 scrunchies, marketed as 5.5-inch accessories made of mulberry silk.

Critics at the time pointed to the irony of the brand name. While it supposedly evokes the simplicity of the traditional Filipino home, its pricing seemingly caters to more affluent customers. Others noted that similar accessories typically sell for a few hundred pesos, even less.

The backlash resurfaced in April when newer listings showed scrunchies priced at ₱2,200—with four-piece sets reaching ₱8,200 and bundles going up to ₱11,400.

The brand also faced scrutiny over its pledge to donate one dollar per sale to Lokal Lab, a non-government organization in Siargao. Some critics questioned the amount of contribution relative to the product price.

Bahay Kubo has yet to issue a response to the renewed criticism.

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