Remember When Rejoice Commercials Had Everyone Dancing?

The year was 2004. Jaja and Boomboom, also known as the JaBoom Twins, sang and danced to Sunod sa Galaw for Rejoice. Set in a university, the music video followed their glow-up journey, which gave them the confidence to move more freely—and even capture the attention of their crushes.

With that, the phrase “sunod sa galaw” took on two meanings in the storyline. The revitalizing shampoo was formulated to make hair smooth enough to move along with you, while also captivating everyone’s attention to the point that they couldn’t help but follow your every move. After starring in the shampoo commercial, Jaja and Boomboom (born Katrina and Kristine Gonzales, respectively) went on to dip their toes into hosting and acting on television.

Sandara Park is known globally as a member of the K-pop girl group 2NE1, alongside CL, Minzy, and Park Bom. But before they took the world by storm upon debuting in 2009, Sandara was first the Philippines’ pambansang krung-krung. She rose to popularity as a contestant in the first teen edition of Star Circle Quest in 2004, ABS-CBN’s reality-talent search. She finished as a runner-up, following Hero Angeles, who eventually became her love team partner.

While she is best known for her works as a vocalist of 2NE1, one would also find Walang Sabit in her discography. Released around 2004 to 2005, the song talks about moving on to better things, also serving as a metaphor for both love and haircare—particularly thanks to the Hot Oil Conditioner by Rejoice. She sang, “Walang sabit, 'di gaya ng dati ko. Sa iyo ay sigurado ako.”

In 2005, Anne Curtis and Luis Manzano joined forces to host the first reality search for new love teams in the Philippines. The show was titled QPIDS, and it featured nine pairs who competed to win the hearts of Filipino audiences. The ultimate couple was determined through a combination of viewers’ votes and judges’ scores.

Hazel Ann Mendoza, Jill Yulo, and Isabel Blaesi were not hailed as one-half of the winning duo. However, they became Rejoice’s Gandakada, and sang Straight na Natural as a trio. It spotlights the beautifying power of hair that looks natural and clean, and also underscores the affordability of the product at that time. (It went for as low as P2.50!)

If it isn’t obvious by now, reality searches were one of the dominating formats in pop culture back in the early 2000s. With that said, Rejoice also hosted their own around 2005 to 2006, where they aptly looked for the Next Rejoice Star. 

They found her in Mish Maravilla, who then sang and starred in both the music video and TV commercial of Instant Ayos, referring to how quick and easy it was to style the hair when it was washed with Rejoice. Mish sang, “Parang magic talaga. Kinamay lang, umayos na!”

Kim Chiu was crowned as the Big Winner on the first-ever teen season of Pinoy Big Brother two decades ago. It launched her to stardom, and as if a rite of passage, she also starred in her very own Rejoice commercial not long after.

Around 2007, the song Kering Keri was released. Kim sang the song that spotlighted how taking care of yourself—including your hair—is what will make you stand out. She also starred in the music video, where she acted as an aspiring star who faced struggles throughout her journey as a contestant in a dance competition. It was a song of hope and confidence, affirming listeners that they can take on anything that comes their way.

In the 2010s, Rejoice did not have as many full-length songs and music videos, but it continued to create original jingles and feature rising stars. Some of their more recent, notable endorsers include Kathryn Bernardo, Julia Montes, Maine Mendoza, and Maymay Entrata.

Do note that while each of their advertisements was memorable, they no longer represent the brand.

Rejoice is noticeably quiet on their social media platforms, but limited variants of their products continue to be available in select stores.