How Filipino Grooming Artists Are Redefining the Modern Male Face

The modern male face has changed dramatically over the last few years. Across fashion editorials and social media feeds, men are embracing softer skin, healthier hair, subtle makeup, and grooming routines that once existed almost entirely outside traditional masculinity.

The polished but effortless aesthetic now dominating pop culture is no longer just a Hollywood phenomenon. In Southeast Asia, and particularly in the Philippines, male grooming has evolved into its own visual language.

Today’s male beauty trends prioritize texture over perfection and individuality over rigid standards. The influence of Korean idols, Thai actors, runway fashion, and digital beauty culture has also transformed how Filipino men think about appearance and self-expression.

Behind many of these looks are Filipino hair and makeup artists reshaping the image of masculinity through fashion campaigns and celebrity grooming. For VMAN Southeast Asia, several of the country’s leading artists shared how they believe grooming is redefining the modern male face today.

Myckee Arcano

Few artists have become as closely associated with modern men’s grooming in the Philippines as Myckee Arcano.

The celebrity makeup artist and hairstylist has built a reputation around creating camera-ready looks for male celebrities and influencers, helping pioneer what many now recognize as the country’s growing “boy beauty” movement.

His work portrays how much male grooming culture has evolved locally. Filipino men are no longer limiting themselves to traditional grooming standards. Instead, many are becoming increasingly experimental with skincare, hairstyling, and makeup inspired by both local and global trends.

“Putting emphasis on subtle eye makeup for definition, with effortless glowing skin matched with texturized and elevated hairstyles, became that #boybeautybymyckee look,” he explains. “The modern Filipino guy is always keeping up with the trend, or sometimes becoming ‘the trend.’”

Xeng Zulueta

With more than two decades of experience across editorial, runway, and television, among others, Xeng Zulueta has witnessed major changes in how masculinity is presented through makeup.

Widely respected as one of the Philippines’ most influential makeup artists, she believes today’s grooming trends are moving away from rigid ideals and toward individuality.

Rather than making men appear overly polished or visibly made up, she believes the modern approach centers on creating realism that still photographs beautifully. “The goal now is not to make men look ‘made up,’ but to create a lived-in finish that still looks like skin both in person and on camera.”

For Xeng, skincare has become inseparable from makeup itself. Good skin preparation determines how products perform under natural light, editorial shoots, and high-definition cameras.

“A well-prepped face allows complexion products to sit seamlessly, so the finish feels effortless, healthy, and almost invisible,” she says.

Angeline Dela Cruz

For celebrity makeup artist Angeline Dela Cruz, modern grooming begins long before makeup touches the face. Known for her editorial beauty work and collaborations with celebrities, she believes skincare has become one of the most important parts of contemporary male grooming.

That philosophy is reflected in both her work and her reputation within the industry. Friends and collaborators often describe her as attentive and deeply caring toward the people who sit in her chair.

Angeline gravitates toward products that create subtle structure while still keeping skin visible and believable. Tinted moisturizers, bronzers, cool-toned contour sticks, nude blushes, and soft lip tints all contribute to the finish she prefers.

Patty Cristobal

Professional hairstylist Patty Cristobal believes modern grooming has become directly tied to confidence and self-expression. Through her work, he has seen how men are increasingly using hair and beauty to communicate identity rather than conform to traditional expectations.

“Our work shapes how people see confidence, attractiveness, and self-expression in men today,” he says.

He also notes that grooming has become more holistic overall. Skincare, hairstyling, and makeup are now treated as interconnected parts of one larger aesthetic rather than separate categories.

Bryan Eusebio

Celebrity hairstylist Bryan Eusebio has observed firsthand how Southeast Asian pop culture has reshaped men’s beauty trends in the Philippines. Known for his work with celebrities and major editorial campaigns, Bryan believes younger Filipino men are becoming far more adventurous with hairstyling and grooming.

While classic Hollywood-inspired grooming still exists, Bryan notes that many male clients are now drawing inspiration from Korean idols and Thai celebrities whose beauty looks emphasize softness and individuality.

The key pointers are soft, textured haircuts with curtain bangs, lots of volume at the roots, cute little hair details, and even funky and vibrant hair colors,” Bryan says.

The new era of Filipino men’s grooming

Across fashion and social media, Filipino grooming artists are helping redefine what masculinity looks like today. The modern male face is softer, healthier, more expressive, and increasingly shaped by individuality rather than strict beauty standards.

Whether through glowing skin, subtle contour, textured hair, or editorial grooming, these artists are proving that men’s beauty no longer exists at the margins of culture. It has become part of the conversation itself.