The movement known as LABAN BABAE began in 2023 when a group of Filipino women decided to stand up for their rights and dignity. They were determined to bring about change because they were tired of dealing with oppression, violence, and discrimination daily. They sought to bring attention to and demand justice for issues like human trafficking, sexual harassment, domestic abuse, and reproductive health by planning marches, protests, and campaigns.

 They used cosmetics as a means of expressing their identity and unity. By celebrating their uniqueness and beauty, challenging social norms and stereotypes, and taking control of their own lives, they used makeup as a tool. Their cosmetic choices conveyed their individuality, attitude, and purpose. In addition to sharing advice and anecdotes, they experimented with various hues, looks, and products. In line with their beliefs and goals, they also promoted regional and ethical makeup companies. For them, makeup was a symbol of creativity and strength rather than vanity or weakness.