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.

Breaking the “Pang-Babae” Stigma

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.”

After just five days, he noticed visible changes: brighter skin, clearer complexion, fewer dark spots, and less visible lines.

His advice to other men? “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.”

Pineda’s verdict: “I highly suggest this to all the guys out there. Love the product. Love everything about it.”

Enzo Pineda “Filipino Actor”

Enzo Pineda x Zenith Anti Aging Tallow Cream

Aaron Beau, a full-time model and athlete, doesn’t mince words when it comes to addressing aging. In a recent post, he called out men in their mid to late 20s already noticing changes in their skin. His ke on Zenith? “It’s not just skincare, it’s self-respect in a jar.”

Aaron Beau “Athlete & Model”

Why Now? The Perfect Storm

Several factors are converging to drive this shift. First, the rise of remote work and video calls during the pandemic made men hyper-aware of how they looked on screen. Seeing yourself in a Zoom window for eight hours a day has a way of highlighting every wrinkle and tired-looking spot.

Second, social media has democratized information. Filipino men are now exposed to content from male influencers and content creators who openly discuss grooming without shame. The conversation has normalized.

Third, the market has matured. For years, Filipino men relied on products formulated for women or generic options that weren’t designed with male skin in mind. Now, brands are creating products specifically for men’s skin, which is thicker, oilier, and ages differently than women’s skin, while also accounting for the Philippine climate.

Zenith’s formulation, for instance, uses grass-fed beef tallow, an ingredient that mimics the skin’s natural lipid structure, combined with retinol and hyaluronic acid. The result is a moisturizer that’s effective for anti-aging but doesn’t feel heavy or greasy in tropical weather.

For many men, the decision to invest in skincare comes down to a few key motivators:

Professional image matters. In client-facing roles, looking polished and energetic is part of the job. Men are realizing that taking care of their skin isn’t vanity. It’s professional maintenance.

Confidence compounds. When you feel good about how you look, it affects everything. Several men interviewed for this piece mentioned that improving their skin improved their confidence in meetings, social situations, and even at home.

It’s easier than ever. With e-commerce platforms and targeted advertising, discovering and purchasing men’s skincare products has never been simpler. Free shipping, money-back guarantees, and customer reviews reduce the perceived risk.

Real Results from Filipino Men

The proof is in the reviews. Filipino men using Zenith consistently report visible improvements in skin texture, reduced fine lines, and a more refreshed appearance.





A Movement Worth Joining

The numbers tell the story. With over 30,000 Filipino men already using Zenith products and the brand claiming the top spot on Lazada’s moisturizer rankings, this isn’t just a trend. It’s a shift in how Filipino men approach self-care.

The success of locally-formulated brands like Zenith demonstrates what happens when products are designed specifically for Filipino skin and climate. No 10-step routines. No heavy, greasy formulas that don’t work in humidity. Just straightforward solutions that deliver results.

For men ready to give it a try, Zenith’s Anti-Aging Tallow Cream is the best place to start. It’s their #1 bestseller for a reason. Those looking for a complete system can add the Zenith’s Anti-Aging Day Cream for daytime protection, and round it out with Zenith’s Anti-Aging Cleanser for a full routine.

As the stigma around men’s skincare continues to fade, the barrier to entry has never been lower. For Filipino men ready to invest in themselves, the question isn’t whether to start, it’s why wait any longer.