Remember the controversial ₱11k scrunchies set? It’s even more expensive now

Critics question cultural branding as costs rise beyond the reach of locals.

A hair accessories brand has once again found itself under fire online, as critics question the use of Filipino culture and identity in its products.

The Bahay Kubo brand of Filipino-American influencer Christina Nadin has resurfaced anew—this time drawing a fresh wave of backlash from a new generation of netizens—after the price of its four-scrunchies set, allegedly made from 100% mulberry silk, rose from ₱11,400 to ₱12,400.

People were quick to call out the price as well as the increase, as if the original price tag wasn’t expensive enough.

Individual scrunchies, reportedly made from 70% nylon and 30% silk, had already gone viral in the past for costing up to ₱2,100 each. Users were quick to point out that they could buy dozens of scrunchies from other local stores for the same price.

The luxury vs. local debate

The brand further said $1, or around ₱59, from each purchase will be donated to a local non-governmental organization in Siargao, which some critics described as a minimal contribution given the high price point.

Bahay Kubo has reignited concerns that such products are detached from the realities of ordinary citizens and that labeling items as “Filipino-inspired” while pricing them far beyond what most Filipinos can afford raises questions about authenticity and accessibility.

As inflation pressures persist, the renewed backlash highlights a growing disconnect between aspirational branding and everyday consumer realities, especially in a market where affordability remains a key concern.

 

 

It’s back, and it’s pricier. The brand Bahay Kubo is facing a fresh wave of criticism as its silk scrunchie sets now retail for ₱12,400.

 

 

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