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)