In recent years, haircare has evolved beyond just a daily routine for many—it’s become a vital part of wellness, self-care, and even personal identity. What might have been seen as secondary to skincare and makeup is now just as much a beauty must-have. Filipinos have been putting more focus on keeping their hair healthy and vibrant, and local brands have been rising to the occasion with products designed specifically for Filipino hair types. Even major players in skincare and makeup are branching into haircare, driving a new wave in the Philippine beauty scene where hair is finally taking the spotlight.
Gone are the days when local haircare was limited to the big FMCG players or just having traditional local ingredients like gugo, coconut oil, and aloe vera. Today, the local market has embraced innovation, offering a range of science-driven products tailored to diverse needs. The Philippine beauty scene now recognizes that haircare isn’t just about aesthetics—it’s about health, confidence, and sustainability. Filipinos are looking for products that go beyond cleansing, prioritizing nourishment, hydration, scalp health, and resilience against our tropical climate. Hair is no longer seen as a superficial concern; it’s now a holistic part of wellness and an integral element of long-term self-care routines.
The “Skinification” of Hair
One of the most intriguing global trends fueling the haircare boom in the Philippines is the growing “skinification” of hair. Simply put, “skinification” refers to the application of skincare principles—such as hydration, anti-aging, exfoliation, and targeted treatments—to haircare. Beauty brands are now creating products that treat the scalp as an extension of the skin, focusing on nourishing, protecting, and rejuvenating it with the same premium ingredients we’ve come to expect in our skin formulas. Scalp scrubs, serums, and hair masks are becoming as crucial as facial serums and moisturizers. And Filipinos, influenced by international beauty trends through social media, are beginning to understand the importance of treating the scalp with the same care as their skin.
That said, consumers are now looking for ingredients like hyaluronic acid for hydration, ceramides for barrier repair, and antioxidants for protection, combining haircare and skincare science. Their focus has moved from quick fixes to long-term care, emphasizing overall hair health.
One standout in the recent wave is the introduction of Happy Skin’s new hair care line, Happy Skin Hair. Known for its high-quality, skin-loving products, Happy Skin has confidently ventured into haircare, bringing in products that provide the same level of care and skin-focused ingredients to its haircare line.
“We truly believe that the scalp is part of your skin. So how you take care of your face is how you should also take care of your scalp because it’s part and parcel of your overall beauty,” says Happy Skin CEO and founder Jacqe Yuengtian-Gutierrez.
Hair Care as Self-Care
The growing interest in haircare might also be traced back to the rise of self-care, with more Filipinos becoming intentional about their wellness. Filipinos, especially millennials and Gen Zs, are showing an increasing interest in high-quality products that not only enhance beauty but also protect and rejuvenate. This mirrors a global trend where wellness and beauty are no longer separate concepts but deeply interconnected. The Gen Z generation, especially, champions holistic well-being, often seeking products that align with their values and lifestyle.
This mindset has seamlessly extended to haircare, with Gen Z increasingly recognizing that healthy hair begins with a healthy scalp—now seen as equally important as skincare. As a result, there’s been a surge in haircare products that incorporate ingredients commonly found in skincare products, like hydrating hyaluronic acid and botanical extracts, offering a more comprehensive approach to both hair and scalp health.
The growing demand for personalized care has also spurred a surge in haircare products tailored to different hair types, textures, and concerns. Whether it’s fine hair, curly locks, or dry, damaged strands, brands are developing products that target specific needs with ingredients designed to nurture and protect.
Gutierrez highlights why now is the ideal moment to elevate the local haircare scene: “People have always prioritized makeup and skincare because that’s your face—it’s an automatic focus. But I feel like, especially post-COVID, there’s a growing understanding of the importance of proper self-care. And with self-care, you need the right tools and products to support it. So, I believe now is the perfect time for us to try playing in the premium haircare category.”
“When we tried the Japanese formula here in the Philippines, we realized it wasn’t quite right. It was too heavy for our humid weather. That’s when we saw there was a real opportunity to combine Japanese technology with products suited for Filipino hair and the local climate. And that’s exactly what we did.”
Haircare That Understands the Heat
As the haircare market in the Philippines continues to grow, one thing is clear: Filipino consumers are seeking products that work with the country’s hot and humid climate. With heat and humidity present for much of the year, the demand for lightweight haircare that keeps hair looking great from morning to night is on the rise.
Beauty brands are responding by creating formulas specifically designed for the Philippine weather. As Gutierrez shares, Happy Skin Hair was developed with this in mind. “When we tried the Japanese formula here in the Philippines, we realized it wasn’t quite right. It was too heavy for our humid weather. That’s when we saw there was a real opportunity to combine Japanese technology with products suited for Filipino hair and the local climate. And that’s exactly what we did.”
And here’s a fun tidbit: The same Japanese suppliers who helped Happy Skin perfect its skincare products over the past 11 years are now also behind their new haircare line.
“We really focused on scalp care,” she explains. “The tagline for Happy Skin Haircare is ‘scalp-caring haircare.’ At the heart of it, everything we create under Happy Skin Haircare is designed to care for the scalp. When you take care of your scalp, everything else follows.” Key ingredients like niacinamide, amino acids, hydrolyzed soy protein, and tetrapeptides help promote healthy hair by improving circulation, reducing breakage, and supporting regrowth. Known as Happy Skin Hair’s “Powerhouse Four,” these ingredients are infused into the brand’s haircare line to ensure not just healthy hair, but a healthy scalp as well—an area that’s gaining increasing attention in the beauty industry.
Creating products that could adapt to the local climate wasn’t without its challenges. “We had to adjust the formula to suit our humid weather because that’s the biggest difference between us and Japan,” explains Gutierrez. “Japan is dry. No matter what, your hair looks good. But if you use those Japanese products here in the Philippines, by noon your hair is already flat.” To address this, the brand fine-tuned the formula, ensuring it could withstand the humidity while keeping hair light, bouncy, and nourished.
Understanding that everyone has unique hair goals, Happy Skin Hair introduced two variants of their shampoo and conditioner duo: Soft and Straight, and Volume and Bouncy. “Some people want soft and straight hair, while others want more volume,” says Gutierrez. “For straighter hair, we added hydrolyzed elastin, and for volume and bounce, we included biotin peptides.” She adds, “So 50 percent of the formula is the same—we just added specific ingredients to target either straighter or more volumized hair.”
The Price and Fragrance Factor
For years, Filipinos have been conditioned to see shampoo and conditioner as everyday essentials that should come at the lowest prices. From ₱10 sachets to budget-friendly supermarket brands, one message was clear: shampoo should be affordable, and anything pricier is a luxury—out of reach for most. But with Happy Skin Hair launching its first line of shampoos and conditioners at ₱799 a bottle, the brand isn’t just introducing premium hair care—it’s challenging a long-held perception.
This is a bold move in a market where luxury beauty products have typically been reserved for skincare and makeup. Haircare, by contrast, has typically remained a practical purchase, with most consumers prioritizing functionality over experience. But the question remains: Can Filipino consumers really justify spending nearly ₱800 on a bottle of shampoo?
In the Philippines, haircare is becoming more than just healthy, shiny strands—it’s about creating a complete experience. For many Filipinos, the texture and fragrance of their hair are just as important as its health. Gutierrez emphasizes that softness and scent are two key priorities when it comes to haircare. “In the Philippines, people’s top priority is softer hair. Whether they want volume or straight hair, they want it to be softer and more manageable—that’s number one,” she shares.
But scent plays an equally significant role in product choice. For many, shampoo becomes their daily signature fragrance. “Our shampoo is like our perfume,” says Gutierrez. “Just like how lotion serves as your fragrance, scent is very important to Filipinos. So, for this launch, fragrance was a big priority. Along with getting the formula right for the humid Philippine weather and delivering the benefits people want, we made sure fragrance was a key focus.”
According to fragrance specialist and educator Bernadette Lim, the difference between mass-market and premium haircare fragrances is akin to the distinction between fast-fashion perfumes and niche fragrances. “Mass-market brands keep costs low by using cheaper formulations and simpler scent structures. They’ll stick to basic fruity-floral scents that smell pleasant but don’t evolve much beyond that initial burst of freshness. It’s more about functional appeal than fragrance artistry,” she said.
Premium haircare, on the other hand, treats fragrance as part of a luxurious sensory experience. “When I work with high-end brands, they’re not just after a shampoo that smells ‘nice’—they want a sensorial journey. And more often than not, fragrance isn’t just about scent; it ties into other values the brand cares about, like organic claims, sustainability, naturality, and eco-friendliness.”
This is also what sets Happy Skin’s new haircare line apart from the rest. The fragrance features top, mid, and base notes—something typically reserved for high-end perfumes, not shampoos. “If you smell it, you’ll realize it’s unlike anything you’ve encountered in the shampoo category,” Gutierrez adds.
“The top note is what you first smell when you use the shampoo,” Gutierrez explains. “For example, our two haircare lines have different top, mid, and base notes. The mid-note is what you smell while lathering. And after you rinse, the base note lingers throughout the day. The reason for the three layers is to create a longer-lasting scent.”
Happy Skin isn’t alone in investing in premium fragrance technology for haircare. High-end global brands such as Oribe, Kérastase, and Balmain Hair have long used fine fragrance compositions to turn their shampoos into luxury experiences. According to International Flavors & Fragrances Inc. (IFF), when selecting a shampoo, fragrance is a leading factor influencing consumers’ choices, and it’s also a primary reason why people switch brands.
In fact, UL Prospector reported that fragrance is one of the costliest aspects of formulation development. Several factors contribute to the premium pricing. According to fragrance experts, luxury scents are often more complex, with layers that evolve over time. While mass-market shampoos rely on simple and overpowering top notes that fade quickly, premium formulations like Happy Skin Hair use a balanced combination of top, mid, and base notes to create a more sophisticated and long-lasting scent.
Then there’s the ingredient quality. Cheaper fragrances tend to use synthetic oils, while luxury fragrances incorporate high-quality natural oils that give scents more depth and richness. These premium ingredients cost significantly more, which is why high-end perfumes—and now, shampoos—carry a heftier price tag.
With such a significant price disparity, premium brands should ensure that their investment in fragrance translates to an elevated consumer experience. This balance between cost and impact is crucial because higher fragrance concentration doesn’t always mean better results. “It’s a common misconception that higher fragrance concentration automatically means better performance in haircare. Unlike perfumes, where increasing concentration can intensify the scent, shampoos and conditioners don’t work that way. The way a fragrance behaves in haircare depends on how it interacts with the formula, not just how much is added,” said Lim.
Instead of simply increasing fragrance concentration, premium brands use advanced formulation techniques to enhance longevity and performance. “Some techniques include slow-release fragrance tech so the scent lingers without needing a high dose, using woody or musky notes that naturally stick to hair, and making sure the shampoo’s formula itself helps hold onto fragrance,” said Lim.
The brand also collaborated with fragrance experts to craft a scent that’s not only invigorating but also uplifting. “Taking a shower is often the first step to feeling better,” Gutierrez says. “It’s a simple thing, but if your shampoo smells good, it instantly makes the experience more enjoyable and relaxing. It’s all about that sensorial feeling of happiness.”
For the two variants in the line, the fragrances are thoughtfully crafted to complement their specific formulas. The Soft and Straight variant features a blend of citrus and basil, lily, and oakmoss, while the Volume and Bouncy variant combines bergamot, jasmine, and cedarwood. Gutierrez describes the scents as “a bit of everything,” with a mix of citrusy, floral, and woody notes that come together to create something truly unique. “I guarantee you you’ve never smelled a shampoo like this in the local market.”
Beyond Fragrance
This move to premium hair care isn’t just about the products’ fragrance (though it might play a major role), but it’s also about elevating local hair care to international standards. Unlike many mass-market shampoos that prioritize affordability, Happy Skin Hair also focuses on high-quality ingredients, advanced formulations, and long-term hair health benefits.
“If you think about it now, if you look at hair care, there’s also no premium local brand that plays in that segment. And why do we have to settle for alternatives that aren’t up to our standards?” Gutierrez asks.
With international luxury shampoos from brands like OUAI, Kérastase, and Olaplex priced between ₱1,000-₱3,500, Happy Skin’s ₱799 price tag is actually mid-range in the global premium haircare market. Still, Gutierrez admits it’s “a risk.” Even so, she points out that people in the Philippines are willing to purchase premium haircare products with even higher price tags, proving that Filipino consumers are open to investing in quality haircare as long as the products deliver results.
Gutierrez emphasizes that pricing is also a reflection of quality and intent. “The reason why we are that way as a brand is because we really want to elevate Filipino beauty. And with it also comes with a price. If you want the best ingredients, the best packaging, you’d really have to have to pay a premium for it… People love buying Happy Skin because they know that when it’s Happy Skin, it’s of good quality, whether it’s the formula or it’s the packaging.”
This philosophy is what made Happy Skin a household name in cosmetics, and now the brand is betting on that same trust as they go into haircare. Consumers who are willing to invest in skincare and makeup may finally be ready to do the same for their hair.
Riding the Global Haircare Wave
The growing focus on haircare in the Philippines is part of a larger global trend that’s slowly making its way to our shores. Gutierrez recognizes that countries like the U.S., Japan, and Korea have long been ahead of the curve when it comes to haircare. “If you look at the States, Japan, or Korea, their haircare shelves are just as big as their skincare shelves,” she says. “Look at Sephora—it’s an entire wall of haircare, the same size as skincare. I think other countries are probably 10 steps ahead of us.”
But things are changing fast. With platforms like TikTok and an increasing number of beauty creators on social media, Filipinos are gaining a better understanding of global beauty trends, including the importance of caring for their hair. “I think Filipinos now, thanks to social media and TikTok, are exposed to global trends. You see the importance of it when creators explain why certain products work for them,” Gutierrez reflects. “They start to realize, ‘Why didn’t I think about taking care of my hair the way I take care of my skin?’”
For Gutierrez, it’s a natural progression. “It makes sense—if you take care of your skin, your hair, your face, and your body, it’s all part of you. If you value self-care, you’d naturally want to use quality ingredients for your body,” she explains. And in many ways, more consumers, both here and abroad, are starting to realize that healthy skin and healthy hair go hand-in-hand. It’s not just a passing beauty trend, but rather a desire for products that actually work and are designed with our unique needs in mind.
As more local brands like Happy Skin rise to the occasion, the future of haircare in the Philippines is on the cusp of transformation. With the right products, cutting-edge formulas, and technology, Filipino beauty is proving it can keep pace with global standards. It’s an exciting time for the local beauty scene—even if it’s just the beginning.

Happy Skin Hair Soft & Straight Strengthening and Smoothening Shampoo
P799, Lazada

Happy Skin Hair Soft & Straight Intense Moisture Conditioner Treatment
P799, Lazada

Happy Skin Hair Volume & Bouncy Volumizing Shampoo
P799, Lazada

Happy Skin Hair Volume & Bouncy Weightless Conditioner Treatment
P799, Lazada
Happy Skin photos courtesy of the brand.