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Philstar.com
December 29, 2025 | 10:00am
MANILA, 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 recently. Within its first year, the company reports over 30,000 men using their products, and their anti-aging tallow cream recently became the No.1 best-selling moisturizer on Lazada. This marks a significant milestone in a market traditionally dominated by imported brands.
Breaking the ‘pambabae’ stigma
The cultural barrier has been real. Many Filipino men grew up hearing that skincare was “pambabae 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.
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."
Enzo Pineda with Zenith Anti-aging Tallow Cream
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. I love the product. Love everything about it."
Rollo Espino, a full-time model and chef, 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 like dullness. His take on Zenith? "It's straight-forward, effective, and made for men."
Rollo Espino with Zenith Anti-aging Day Cream
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.
Why men are taking the switch
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, 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.
Over 30,000 Filipino men already using Zenith products and the brand claiming the top spot on Lazada's moisturizer rankings—a shift in how Filipino men approach self-care.
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.
Editor’s Note: This press release is sponsored by Zenith. It is published by the Advertising Content Team that is independent from our Editorial Newsroom.
