The Game Changers Reshaping Filipino Beauty Culture
How four Filipino-led brands are addressing gaps, challenging outdated norms, and broadening what beauty looks like in the Philippines today
For years, many Filipino consumers were served a narrow idea of beauty—often shaped by Western standards and supported by imported formulas that didn’t always account for tropical humidity, deeper complexions, or cultural nuance. That landscape is beginning to shift. Homegrown beauty and wellness companies are no longer just responding to trends—they’re setting their own terms. From clinics integrating international medical techniques with local expertise to brands built around inclusive representation and emotional care, today’s Filipino beauty landscape is more nuanced, intentional, and rooted in lived realities.
The Philippines’ beauty and personal care market was valued at USD 6.37 billion in 2024, with projections pointing to USD 11.05 billion by 2033, according to industry reports from market research firm IMARC Group. While multinational brands continue to lead in scale, a growing share of market innovation is coming from local players—particularly those creating products and services tailored to Filipino skin tones, hair textures, and everyday realities.
Here are four players contributing to that shift—each addressing long-standing gaps and offering a broader, more grounded perspective on what beauty can look like in the Philippines today.
1. Clinique de Paris: Expanding Access to Hair Restoration for Women
While hair loss affects both men and women, most clinics in the Philippines continue to market solutions primarily to men. Clinique de Paris is working to change that. Led by medical director Rafael Fortus, MD, the clinic offers a science-based, gender-inclusive approach to hair restoration—combining international techniques with localized patient care.
At the center of their work is Direct Hair Implantation (DHI) Hair Transplant, a technique that emphasizes the natural direction, density, and placement of each follicle. It’s a method widely used across Europe and Australia, and Filipino doctors at the clinic—trained to the same standards—are now performing sessions that yield up to 10,000 implanted hairs in one procedure. The results are tailored to each patient’s facial structure, with an emphasis on permanence and realism.
Photo courtesy of Clinique de Paris
“Although hair loss is traditionally seen as a men’s issue, it significantly impacts women’s self-perception,” says Dr. Fortus. “We’re seeing more women seeking treatment—often referred by partners who’ve had successful procedures themselves.”
Beyond technique, the clinic also rethinks how patients experience medical aesthetics. Compared to the more clinical atmosphere typical of many facilities, Clinique de Paris draws on service elements from high-end wellness spaces—offering private rooms, streamlined recovery protocols, and patient education touchpoints that prioritize comfort and discretion. “We want patients to feel informed and supported throughout the process,” adds Dr. Fortus. “It’s not just about restoring hair—it’s about restoring a sense of control.”
2. Klued: Building Skin Care Around Identity, Skin Needs, and Community
Klued, founded in 2022 by Maximo Cañega, Jr. and Emilio Chua, is part of a growing movement of Filipino brands reshaping how skin care is developed—starting with who it’s for and how it’s used in a tropical, multicultural context. While many products sold in the Philippines are often for temperate climates and lighter skin tones, Klued formulates specifically for Filipino skin and local environmental triggers.
Their lineup addresses common concerns like melasma, post-inflammatory hyperpigmentation, and oil overproduction—issues that disproportionately affect medium to deep skin tones in hot, humid conditions. Ingredients like azelaic acid and centella asiatica are paired with soothing botanicals to help reduce redness and inflammation without disrupting the skin barrier.
Photo courtesy of Klued
“We create for Filipinos first—not as an afterthought, but as the starting point,” Cañega Jr. says. That intention extends beyond product development. Klued conducts direct surveys with its customer base—primarily Gen Z and LGBTQIA+ consumers—to test prototypes, guide naming conventions, and source feedback before full production. Their recent barrier-repair moisturizer, for instance, was reformulated based on community requests to reduce fragrance and adjust texture for faster absorption in tropical humidity.
“As a queer founder, I know what it feels like to not see yourself reflected in the brands around you,” Cañega Jr. adds. “Representation isn’t a checkbox for us—it’s a commitment that evolves with every new perspective we welcome.”
The brand’s decision to use gender-neutral product language, emphasize accessibility in pricing, and co-create with its community has struck a chord—especially with younger Filipinos seeking brands that align with their identities and daily realities. “Gen Z and queer communities can see through the noise—they want real ingredients, real values, and real representation,” says Cañega Jr..
3. RPS Aesthetics: Redefining Surgical Beauty Through Restraint and Individuality
In an industry often driven by extremes—dramatic transformations, trending features, and overfilled faces—Dr. Ruthlyn Pecolera-Salvosa of RPS Aesthetics is pushing in the opposite direction. An ENT-Facial Plastic Surgeon trained in the Philippines and Singapore, she’s built her practice around subtlety, empathy, and patient-specific care.
“Our philosophy is ‘you, but better,’” Dr. Pecolera says. “That means enhancements that refine—not replace—your natural features.”
Photo courtesy of RPS Aesthetics
Consultations at RPS are notably thorough, covering not just anatomy but also the emotional motivations behind each procedure. “I’ll never forget one of my early patients who came in after years of feeling invisible,” she recalls. “After her rhinoplasty, she cried—not because she looked different, but because she finally felt like herself.”
Dr. Pecolera is also outspoken about the overuse of fillers and the risks of chasing trends. “Many think fillers are a shortcut to looking younger, but overuse can distort proportions and accelerate aging,” she says. “More isn’t always better.”
By grounding surgical aesthetics in restraint and emotional context, RPS Aesthetics is helping Filipino clients—especially women—feel empowered rather than pressured by their choices. “We’re part of a growing shift,” she adds. “One that values personalization, safety, and dignity in every treatment.”
4. Toni&Guy Philippines: Elevating Hairdressing as Craft and Career
When Cherry Reyes opened Toni&Guy Philippines, she wasn’t just launching a salon—she was changing the way Filipinos viewed hairdressing as a profession. Trained at the Toni&Guy Academy in London and now managing and creative director, Reyes has made it her mission to provide structure, skill-building, and prestige to a career path that’s often overlooked.
“Hairdressing used to be seen as a fallback,” she says. “Now, I see stylists proudly owning their work—and clients recognizing the skill that goes into it.”
At Toni&Guy, all stylists go through rigorous, internationally aligned training. But Reyes makes sure that global techniques are adapted for Filipino hair—particularly denser, wavier textures that require different layering and heat control. “We don’t just replicate looks from abroad. We make sure they suit the local lifestyle and weather,” she explains.
Photo courtesy of Toni&Guy
One of the most common myths Reyes hears? “I can’t have short hair because my face is too round.” She responds to that with precision cuts tailored to individual bone structure—and patient coaching that’s as much about psychology as it is technique.
“It’s not just about a new look,” she says. “It’s about helping people feel like themselves—more confident, more expressive, and more in control.”
What ties these four brands together isn’t a single definition of Filipino beauty—but their willingness to question who gets to shape it. Whether it’s offering surgical alternatives that prioritize restraint, creating skin care for underrepresented identities, or expanding access to medical procedures that were once considered taboo, these founders are designing beauty around real lives—not ideals.
As the Filipino beauty market matures, what emerges isn’t a trend. It’s a deeper conversation—one that listens, evolves, and increasingly reflects the complexity of the people it serves.
