Feature: Cebu seen as hub in medical tourism, aesthetic medicine in Southern PH

CEBU CITY—The beauty and aesthetics industry in Cebu are thriving and poised for continued growth, driven by an increasing demand for innovation, strategic partnerships, strong market for beauty and wellness services and treatments.

Cebu’s growing role as a hub for medical tourism and aesthetic medicine in the Southern Philippines continues to attract both professionals and clients seeking advanced treatments, and the city is becoming a key destination for beauty innovations, attracting international brands and investors.

Stakeholders in the beauty and aesthetics industry, in a medical tourism summit early this year, acknowledged that the sector is attracting more and more patients from the Visayas and Mindanao for aesthetic procedures and the industry is embracing advanced technologies like artificial intelligence in aesthetic treatments, with clinics introducing AI-powered devices for more precise and effective procedures.

“The Asia Pacific aesthetic medicine market is booming, and Cebu is benefiting from this trend as it attracts a growing number of beauty-conscious individuals seeking non-invasive and advanced treatments,” Ludivico Perez, Jr. of BTL Aesthetics Philippines said. 

BTL Aesthetics Philippines is a global company based in Prague and an exclusive distributor of some AI-driven, non-invasive and high-end machines in the country and now in Cebu.  Perez added that the industry is increasingly integrating wellness practices and holistic experiences, with clients seeking treatments that enhance both beauty and overall well-being.

Perez said, the industry is projected to see continued promising demand, with people willing to spend more on aesthetic services. This growth is attributed to increasing awareness and adoption of beauty and wellness treatments.

“The introduction of AI-powered aesthetic treatments, such as EMFace, Exion, EMSculpt Neo, Vanquish Me, Exilis Ultra 360, EmSella, EMTone and more from BTL Aesthetics, is revolutionizing non-invasive procedures. These machines use AI to enhance skin tightening, wrinkle reduction, and body contouring, providing personalized treatment plans and improved patient outcomes,” Perez bared.

Stakeholders and key players in the beauty/aesthetics industry and medical tourism sector continue to host industry-specific events, workshops and seminars to elevate brand profiles, facilitate knowledge sharing, and foster partnerships.

Beauty clinics in Cebu embracing high-end innovation, latest tech

Cebu businesses in the beauty and wellness sector are partnering with innovation hubs and companies that bring in non-invasive procedures to foster collaboration, expansion and operational efficiencies.

Ultra-Beauty Institute located at 296 V. Rama Avenue Calamba, Cebu City, managed by a renowned OB-GYN, hysteroscopic, laparoscopic, and cosmetic surgeon in Cebu, Dr. Melinda Chiong introduces several non-invasive, high-end, AI-powered tech machines for facial and body treatments.

“Non-invasive procedures are gaining popularity due to their quick results and minimal recovery time, drawing younger clients who view them as preventative measures, personalized aesthetic solutions in exclusive settings, catering to discerning customers seeking premium services,” Dr. Chiong told this writer.

Ultra-Beauty Institute features its latest acquired machines-- he Emface Submentum and Eye Applicators, and the holistic body-enhancing benefits of Emsculpt NEO.  These are a revolutionary non-invasive treatment that lifts and tones the face by stimulating muscles and boosting collagen all without needles or downtime.

The new Emface Eye Applicator, designed to lift the delicate periorbital area, and the Submentum Applicator targets the chin and jawline for enhanced facial contouring.  “As a doctor and a mother, I’ve always believed in empowering women to feel strong, confident, and cared for, and that’s exactly what it’s all about—a celebration of beauty that goes beyond skin-deep,” Dr. Mia said.

One Nadela Medical Group with branches in Cebu City and Taguig, launched the EXION, an AI-Driven rejuvenation machine that combines monopolar radio frequency and targeted ultrasound to naturally boost hyaluronic acid production for an enhance skin hydration, lifting and toning.

“It’s like having a personalized beauty expert guiding your transformation every step of the way. This is the future of beauty—tailored, intelligent, and truly effective,”.Dr.Vinizzia Nina Nadela-Kong, owner of One Nadela Medical Cebu told this writer.

The machine is versatile. It can be used on various areas of the face and body, including the face, neck, décolletage, arms, abdomen, thighs, and buttocks and the device offers customizable treatment options to suit the unique needs of each client, Dr. Kong added.

According to Dr Mia and Dr. Vinizzia, there is a growing interest and demand for product innovation, access to cutting edge technology and beauty enhancements without needles and less Botox procedures, with consumers willing to pay more for better results.

Wellness integration, industry trends in PH

Industry data reports said, the Philippine skincare market is projected to grow from P51.8 billion in 2021 to P74.8 billion by 2026, with a compound annual growth rate (CAGR) of 7.7 percent while the "clean beauty" trend is gaining momentum, with consumers seeking natural and sustainable products.

Reports from the Philippine’s beauty and personal care market trends said that premium beauty and personal care products are growth drivers, with social media influencers playing a key role in promoting industry developments.

Skin whitening products remain popular, with consumers seeking products containing ingredients like arbutin, tranexamic acid, and niacinamide. Color cosmetics, fragrances, and deodorants are also in high demand, driven by the return of busy, pre-pandemic lifestyles.

It said that more leading suppliers advanced energy-based aesthetic laser, RF devices are expanding their services nationwide and are registering 10 to 15 percent annual growth with loyal customer base, with 80 percent returning customers, the report said. (Photos: MBCNewman)