Heart Evangelista wearing dress over pants at Fashion week.

Filipino beauty standards are the intersection of, mainly, history and culture. But every generation also has its own spin on what’s attractive and what’s not, influenced by things they see around them. In these interconnected times, these “things” come in streams that never seem to dry out, giving their recipients a more complex perspective on beauty. Here, three beauty insiders share their thoughts on the things that influence Filipino today.

K-Beauty and Social Media

Judith Cantada, a marketing director in the cosmetic industry, says and social media influence Filipino beauty standards the most, placing emphasis on being polished and camera-ready at all times.“There has been a noticeable shift towards prioritizing skin quality to achieve poreless, smooth, and fair skin,” Judith shares. 

“Emerging procedures such as Picosure, Angel Bright, and Dermablate have gained popularity in this pursuit. Additionally, there is a preference for a tighter, V-shaped , leading to the rise in treatments like Jawtox, EmFace, Sofwave, and Ultherapy, which are increasingly viewed as birthday gifts or self-reward options for women.” She adds that more younger women are displaying openness to trying invasive treatments such as alarplasty, blepharoplasty, and liposuction.

How has this changed her outlook on beauty? She shares, “Two years ago, my concept of beauty seemed straightforward: rely on machines or to achieve desired results. But now that I’m 40, I’ve come to value self-care routines. It’s crucial to strike a balance between the desire for enhancement and embracing and self-love.”

For Judith, enjoying makeup, skincare regimens, or aesthetic procedures is perfectly fine, provided they contribute positively to your overall well-being and happiness. “It’s still important to take that daily walk, drink that green juice, and keep a positive outlook – hard but true.”

Nurture that sense of well-being with a nourishing bath or shower routine using Dove Gentle Exfoliating Body Wash. It has NutriumMoisture technology and exfoliating beads to revitalize and beautify the skin. If you have , use Dove Sensitive Skin Body Wash with Moisture Renew Blend. This sulfate-free, , and fragrance-free formula goes deep within the skin to help renew lost moisture.

Celebrity Culture and Historical Ties

For Dr. Kaycee Reyes, celebrities play a big role in determining popular looks, while our country’s historical ties continue to perpetuate the preference for and “Western” facial features. “These preferences are seen in the wide use of skin-whitening products and cosmetic procedures,” Dr. Reyes says. “Local and international celebrities, along with social media platforms, largely dictate trending looks. Current global beauty trends also find their way into Filipino aesthetic sensibilities, with Korean and Japanese styles being quite influential.”

Dr. Reyes says modern Filipino beauty standards put a premium on diverse beauty, K-pop influences, and Western inspiration. “Now there’s more appreciation for natural, , different body types, and , moving away from the past preference for paler complexions.”

She says, “This is contrasted by the slim physique, clear skin, delicate facial structures, and contemporary fashion inspired by Korean pop culture. With more access to beauty treatments and top-notch skincare, there’s a trend for making those personal touches, influenced by both Korean and Western beauty routines.”

“In terms of Western inspiration, you’ll see admiration for height, strong jawlines, and fit bodies, much like what we see in Hollywood. The has become synonymous with attractiveness, inspiring global health trends.” She adds, “Lastly, there is the quest for a picture-perfect look online, shaped by what’s seen as popular on social media.”

Dr. Reyes maintains a balanced view of beauty amid all these influences by focusing on health and self-care. “I appreciate my unique qualities and surround myself with positive vibes. Beauty routines are my time for relaxation, not just for looks. I think for myself about what beauty really means and I embrace a broad definition that includes everyone.”

Predictably, Pop Culture – With a Side of Critical Thought

For beauty editor Mara Go, the influences of Filipino beauty standards are quite predictable, but the results are refreshing. 

“Factors such as pop culture, traditional media, and internet personalities and content creators, are still the culture shapers that influence our beauty standards. There is no longer a singular idea of what ‘beautiful’ should look like – and that’s a good thing. Beauty has become more intimate and personal, with the focus shifting to beauty as an experience, a form of self-care, and a language of ” Mara says.

Still, Filipinos can’t help but emulate their idols.“The idea of gushing over celebrities is deeply embedded in our culture. Of course, the desire to look like them will always be there, and that’s okay. Filipinos are natural admirers of beauty. But as times (and priorities) change, how we are influenced by these leading factors also change.”

Mara adds, “While not perfect, the internet allowed everyone to come forward with a voice. Beauty became more democratic and universal. There are still aspirations to look like celebrities or achieve ‘The Internet Face’ (a.k.a. having that filter-like skin, nose, and lips), but at the end of the day, we are more free to choose what is beautiful.”

Mara acknowledges that she once had an unhealthy outlook on beauty. “I kept a notebook of all the things that I wanted to ‘fix’. I hated my eyes. . I hated my lips. I never found myself beautiful.”Her relationship with beauty changed as time passed. “Now I remind myself that beauty is the playground of creativity, a gift that you can pass on to others.”

What do you think influences Filipino beauty standards? Whether you follow beauty trends or not, embrace K-beauty or flaunt your morena skin, what’s beautiful is that we are in a time when all of these are accepted – and it’s just the beginning.