An hour after 11:11 started, "Colourette" was trending on Twitter.

This was because most of the brand's bestselling Colourtints had sold out on the Lazada and Shopee platforms, along with products from other lines such as the Coloursnaps and even from Colourette's sister company Fresh Formula.

Colourette Cosmetics had offered a Buy 1 Get 1 deal on its Colourtints and Coloursnaps. Five minutes after the 11:11 sale had started, many of the bestselling shades had sold out.

A Twitter user jokingly tweeted, "sa mga sumimot ng Emma ng Colourette sana masasarap ulam niyo mga hayup chos." This means, "To those who hoarded Emma, I hope you're eating well you animals." Emma is one of the bestselling Colourtint shades, along along with Zola, Ginger, Maya, Jordyn, Ava and Coco.

Also trending was "Miss Nina." Nina Dizon-Cabrera is Colourette's founder and CEO. She is a woman who is widely admired for, among others, being honest and brutally frank about herself, current political issues and her beginnings as an entrepreneur.

In the end, Dizon-Cabrera promised the "Boss Babes," as the brand's fans are known, that they would replenish their stocks.