Lift Aesthetic Clinic Is Rewriting the Rules of Male Beauty
The Philippines’ leading cosmetic clinic for male aesthetics is redefining the modern male market in a beauty industry long dominated by women
Why Lift Clinic is changing the landscape of male aesthetics in Southeast Asia
The first thing you notice about Lift Aesthetic Clinic is the light, crisp, and clinical yet softened by a precise strip of blue running along the reception desk. It is a small design choice, but one with clear intent. When Dr. Cyril Mitchel Agan was first presented with the proposed interiors of pink walls, plush curtains, and flowers, he set them aside. “I wanted something neutral,” he says. “Blue is masculine but can also be feminine. It appealed to both.”
That decision, paired with the early use of a male model in campaigns, helped establish Lift as the first to position itself squarely within the male aesthetics market in Southeast Asia. At a time when women accounted for nearly 90 percent of the cosmetic treatment industry, Lift created a new space, one that men could claim as their own. Today, 55 percent of its clientele is male, an uncommon figure both locally and globally.
Redefining modern masculinity
This pioneering approach reflects a wider cultural change. Lift’s co-founders, Dr. Cyril and creative director Jan Raymond Conadera, anticipated a shift in how men view themselves and helped define it.
“For me, being a modern man today is less about fitting into a rigid masculine mold and more about confidence. Cosmetic treatments do not feminize us. They make us feel comfortable in our own skin.”
Jan takes a more lifestyle-oriented view: “Modern men are more open to improving themselves. They’re conscious about their personal brand, their health, and the people around them. Many start young so they age looking healthy, not just older.” For the more mature market, the goal is different but no less aspirational. The aim is to embrace age with confidence while using procedures that help them look rested and vibrant. Think Brad Pitt, mature, assured, full of character, but never tired.
At Lift, there are no laser machines or heavy-duty hardware. Their focus is on non-surgical injectables such as jawline contouring, under-eye fillers, and Botox, executed with a precision that favors discretion over drama. “Poor results come from poor technique, not just the product,” Dr. Cyril says. “For men, the goal is to enhance without making it obvious.”
Subtle enhancements over drastic change
Jawline work remains the most in-demand service, particularly among Asian men whose bone structure benefits from added definition along the lower face. APTOS threadlift follows closely behind. Occasionally, the practice ventures into more novel territory. One upcoming treatment, called “Power D,” a non-surgical penile enlargement treatment using fillers, recently sparked viral interest after they sought volunteers in social media.
Even with a male-centric focus, the clinic’s approach adapts to gender fluidity. Square jawlines are sometimes softened to suit Asian proportions, drag queens receive a hybrid contour that works both in and out of makeup, and trans men have their jawlines strengthened to align with their gender identity. “Gender is a spectrum. My techniques evolve alongside it,” says Dr. Cyril.
Global reach
Lift’s branding, managed by Jan, combines fitness, aesthetics, and personal style, reflecting the founders themselves. Their “Sexy Jaw” campaign became a calling card, earning international recognition and speaking invitations in Southeast Asia, Monaco, and Paris. Clients now fly in from the US, Taiwan, Thailand, and the Middle East, with some booking appointments months in advance.
Inside the business, the roles are clear: Dr. Cyril handles procedures and clinical operations, while Jan oversees branding, social media, and campaigns. Outside, they co-manage product distribution and speak at industry events. “What I can’t do, he can, and vice versa,” Dr. Cyril says.
The formula for confidence
Their story, building a high-profile clinic without wealthy backers or loans, mirrors the values they promote: discipline, confidence, and control over how you present yourself to the world.
“We’re our own customers. We want to inspire people to see that male aesthetics is no longer niche. It is the next standard.”
And somewhere between the sharp white walls and that understated line of blue, Lift has found its formula. It is not about making men look different, but about helping them look like the best version of themselves, one carefully measured syringe at a time.
As seen in the pages of VMAN SEA 04, available in print and by e-subscription.
Lift Aesthetic Clinic anticipated a cultural shift in how men view self-care, framing treatments as tools for confidence rather than vanity. Modern men are more conscious of their health and personal brand, making subtle procedures increasingly acceptable.
Jawline work is the most in-demand service at Lift because it enhances definition along the lower face, which complements Asian bone structure. The result is sharper, more balanced features without looking artificial.
Yes. Their “Power D” treatment uses fillers for non-surgical penile enhancement, and it gained viral attention after the clinic sought volunteers on social media.
Unlike many aesthetic practices that cater primarily to women, Lift was designed with men in mind from its interiors to its branding. Treatments focus on discretion and enhancement, which helps clients look rested, defined, and confident rather than noticeably altered.
Yes. Lift adapts techniques to align with diverse identities, from softening jawlines to suit Asian proportions, to strengthening features for trans men, or tailoring hybrid contours for drag queens.
Photography Mark Alvarez
Art direction Jan Conadera
Grooming Rob Rubia
