UNDERSTANDING THE GROWING DEMAND FOR PREMIUM MEN’S SKINCARE IN THE PHILIPPINES

 PHILIPPINES — For decades, skincare in the Philippines has been dominated by women's products and routines. But a quiet revolution is underway: Filipino men, particularly professionals in their 30s, 40s, and 50s, are finally taking their skin seriously.

The shift isn't just anecdotal. Industry observers point to a surge in men's grooming purchases across e-commerce platforms, with anti-aging products leading the category. Local brands are taking notice, and some are already seeing impressive results.

Take Zenith, a Filipino men's skincare brand that launched just months ago. Within its first year, the company reports over 30,000 men using their products, and their anti-aging tallow cream recently became the #1 best-selling moisturizer on Lazada. This marks a significant milestone in a market traditionally dominated by imported brands.

Feel

Breaking the "Pang-Babae" Stigma

The cultural barrier has been real. Many Filipino men grew up hearing that skincare was "pang-babae lang" or that caring about appearance meant being vain. But that narrative is crumbling, especially among urban professionals who are realizing that looking good is tied to confidence. And confidence affects everything from career success to personal relationships.

The appeal of products like Zenith's anti-aging tallow cream is straightforward: one product, simple application, visible results. Unlike the elaborate 10-step Korean skincare routines that have gained popularity, most Filipino men want efficiency. They're looking for solutions that deliver results without requiring them to become skincare enthusiasts.

What People Are Saying About Zenith

Enzo Pineda, award-winning actor and Marine reservist, has been open about his approach to skincare. At 35, he's learned that looking good on camera and staying ready for active duty requires products that actually work. He recently tried Zenith's anti-aging cream and didn't hold back his thoughts.

"This is one of the best products for my skin," Pineda shared. "We're not getting any younger, and we're busy. But this product feels good on my skin after applying."