Filipino men, particularly working professionals aged 30 and above, are increasingly investing in skincare products, signaling a shift in a market long dominated by women’s grooming routines.

Industry observers note a steady rise in men’s skincare purchases across e-commerce platforms, with anti-aging products emerging as one of the fastest-growing segments. Local brands are beginning to benefit from the trend, challenging the dominance of imported labels.

One of these brands is Zenith, a Filipino men’s skincare company that launched only months ago. The brand reports that more than 30,000 men have used its products within its first year of operations. Its anti-aging tallow cream has also ranked as the top-selling moisturizer on Lazada, according to the company.

Observers say the shift reflects changing attitudes among Filipino men, many of whom grew up associating skincare with women. That perception is now fading, particularly among urban professionals who increasingly link personal appearance with confidence and workplace performance.

Unlike multi-step skincare routines popularized in recent years, many male consumers favor simplified regimens. Products marketed as efficient, easy to apply, and designed specifically for men have gained traction, particularly those positioned for daily use in the country’s humid climate.

Actor and Marine reservist Enzo Pineda is among those who have spoken publicly about men’s skincare. After trying Zenith’s anti-aging cream, he shared his experience.

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

Pineda said he noticed changes within days, including brighter skin, a clearer complexion, and reduced dark spots and fine lines. He encouraged men to start early.

"Anti-aging doesn't mean we take it when we're already aging. Truth is, we're getting older. That's why we need to take care of our skin as early as possible," he said.
"I highly suggest this to all the guys out there. I love the product. Love everything about it."

Model and chef Rollo Espino also shared his views on men’s skincare, noting that signs of aging can appear earlier than expected. Describing his experience with Zenith products, Espino said they are "straight-forward, effective, and made for men."

Market analysts say several factors have contributed to the growing interest in men’s skincare. Increased exposure to video calls during the pandemic heightened awareness of appearance, while social media normalized grooming conversations among men. At the same time, brands have begun developing formulations tailored to male skin, which tends to be thicker, oilier, and more prone to environmental stress.

Zenith said its products are formulated using grass-fed beef tallow combined with retinol and hyaluronic acid, ingredients designed to support skin hydration and anti-aging without leaving a heavy or greasy feel.

For many male consumers, the decision to invest in skincare is driven by professional image, confidence, and accessibility. Online shopping platforms, free shipping offers, and customer reviews have made trying new products easier and less risky.

With local brands gaining visibility and consumer acceptance, industry watchers say men’s skincare is no longer a niche category but a growing segment of the Philippine beauty market.