Men's Skincare Philippines: Redefining Modern Masculinity
HEALTH & WELLNESS
The Evolution of Masculinity and Grooming
Masculinity is not confined to packed muscles, stoicism, and rugged good looks. The 21st century brings self-awareness, wellness, and personal care to its identity. Men’s skincare is at the forefront of this cultural shift. With more grooming habits innovating, the modern Filipino man knows what it means to take care of oneself, and the masculine identity expands its boundaries to challenge the conventional gender norms.
Away with the Machismo, In with Mindful Grooming
For a long time, skincare and beauty was often thought of as a woman’s domain. Historically, men did not adhere to beauty standards and practices typically associated with women, as men’s grooming emphasized simplicity where women were valued more for their physical appearance and thus, the self-care was primarily hers. For men, he is lowkey and practical, and sticks to known male products that address their everyday needs. Strength, virility, and macho became the ideas associated with manhood. However, these ideals do not always match the realities we live in today.
Men are moving beyond that archetype now. Facial cleansers, serums, cleansing masks, and even nail polish are embraced by the modern man. They are viewed as mediums of self-expression and tools for functionality and well-being.
The shift happens as conversations take place where one’s mental health is important to look after, gender fluidity becomes more common, and self-care for one’s appearance is the ultimate form of beauty.
Global Rise of the Men’s Grooming Market
The numbers reflect the cultural situation. In 2025 alone, the male grooming market was valued at $66.91 billion, with a further projected growth of $101.75 billion in value by 2035. The skincare of men that knew shaving kits and cologne now expands to wellness items and cosmetics. The market has also noted increased preferences for items such as:
Facial skincare routines
Makeup such as concealers and moisturizers
Nail care
Wash and care products
Masculinity’s redefinition also reflects changing consumer demand; one that allows men to explore their personal beauty without compromising their identity.
Celebrity Influence and Men’s Beauty
Male celebrities are also adding to the growing visibility. By launching their own skincare products that can also cater to men’s needs, these high-profile figures help to normalize men’s investment in beauty and cosmetics.
Harry Styles’ Pleasing brand sells an array of products, from lip balm and fragrance to even vibrators and lube. By doing so, he also aims to promote positive conversations on sexual wellness and raise awareness on the importance of positive sexual health. Machine Gun Kelly’s UN/DN LAQR brand introduces nail polish, normalizing painted nails for men. John Legend’s LOVEDo1 is also inclusive, as his hand care and body oil products intend to defy gender boundaries and bring all people together.
Male Grooming in the Philippines
In the Philippines, men's grooming is an emerging but rapidly expanding market. The male grooming segment is projected to grow by as much as 30% in the future, while the facial skincare market is valued at $1.6 billion. Several factors each contribute to the growing awareness and preference:
Tropical climate: the hot and humid climate of the Philippines can create a demand for skincare products that may address concerns such as oily skin, acne treatment, and skin repair.
Social media influence: beauty influencers, the trends of K-pop and K-beauty, and influence of international brands drive awareness for skincare routines that can be adopted by men.
Increased consumer awareness: Ken research reports that 70% of Filipinos are buying into skincare. More Filipinos, especially the younger generations, are more open to self-care and self-expression.
With these in mind, the Filipino men’s grooming market remains at an upward trajectory - where international companies and local brands respond by introducing products that are practical, easy to use, and multifunctional.
Local Brands in Men’s Grooming
Where international companies such as P&G and Unilever have responded and contributed to the growing men’s grooming market, local Filipino brands are also innovating. Camou, for example, envisions the Filipino man as straightforward, with products sold in a lower, but affordable price range. One example is their best selling Mattifying Slapstick that acts as an all-in-one anti-acne, oil control, and brightening solution for men that want effective skincare with no complexities. Tikas introduces a broader array of products, from facial cleansers to facial toners that can be integrated into men’s skincare routines. BLK Cosmetics offers 100% vegan and cruelty-free items, such as their cosmetics outliner and hypergloss kit.
By offering affordable and easy to use products, local brands in the country remain competitive by identifying the everyday needs of Filipino men and responding to their grooming habits.
The Future of Masculinity and Men’s Skincare
At its core, skincare does not know gender - every man knows just how important taking care of one’s body can be, which does not always have to mean packed muscles and a good haircut. There can be a man who polishes their nails as their form of beauty. A man who uses makeup to brush up their face. Or just the ordinary Filipino who frequently washes their face to reduce acne and improve oil control. The point is, masculinity is evolving, and men’s grooming may just be a small, but growing reflection of just how far health and wellness practices - and male identity - have come. For Filipino men, this entails becoming more expressive, flexible, and intentional.
What does the future hold? Well, caring for one's skin is a multidimensional change, where men are now unafraid to care, to improve, and to redefine.