Although the male market segment in the Philippine skincare industry has grown in recent years, it still has a lower market share compared to the female segment. The study examined significant variables from the scopes of personal (self-image, aging effect, physical attractiveness, healthcare), socio-cultural (social beliefs, lifestyle), and marketing (social media, advertising, celebrity endorsement, purchase situation, price value) factors that influenced male consumers intention to purchase skincare products and services. A descriptive causal research design was employed, and a questionnaire was distributed online to 149 Filipino male consumers residing in major cities across the country. The sample size was determined using G-Power Analysis, and Structural Equation Modeling analysis was employed to test the hypotheses. The data collected were analyzed using both multiple linear regression and simple linear regression. The findings of this study revealed personal factors, socio-cultural factors, and marketing factors as significant predictors of male consumers attitude towards skincare products and services in the Philippines. Marketing factors exhibited the strongest correlation with relationship value, suggesting that male market segmentation in the Philippines is heavily influenced by price value. The study also emphasized that among the specific sub-variables, healthcare plays a major role in shaping attitude. Overall, male consumers attitudes towards skincare products directly influence their purchase intention to use them. The recommended capstone project for this research is to promote skincare to men in the Philippines, develop skincare treatments and products specifically designed for them, and generate more job opportunities through industry growth.

Skincare

Filipino male consumer

Consumer Behavior

Attitude

Purchase Intention