Just like fine wine, aging is inevitable. But how we care for ourselves through the years can shape how we experience it. As skin changes over time, so do its needs, making skincare less about chasing youth and more about maintaining balance, health, and confidence. This is something Laviejo, a Japanese skincare brand that newly launched in the Philippines, hopes people in their 30s understand.

Developed by Towako Medical Cosmetics in Japan, Laviejo is rooted in the philosophy of “aging well, not anti-aging.” Instead of promising to stop time, the brand encourages prevention, restoration, and intentional self-care through a skincare ritual designed to evolve alongside its users.

At the center of Laviejo’s formulations is its signature red wine yeast extract, a proprietary ingredient derived from Noto grapes grown in Japan’s Ishikawa Prefecture. Nourished by the mineral-rich waters of Mt. Hakusan, the extract undergoes a specialized fermentation and extraction process developed exclusively for the brand. Rich in amino acids, fatty acids, polyphenols, glutathione, and B vitamins, the ingredient helps support hydration, antioxidant defense, skin resilience, and visible radiance. Laviejo also incorporates ingredients such as fullerene and triple hyaluronic acid into its skincare system to help strengthen the skin’s long-term health.

In an interview with Dr. Pia Mendiola, head of Laviejo Philippines, she said that this philosophy is something she also believes in. As a pediatrician and skincare enthusiast, she shared that her own experience using the products convinced her to bring the brand to the Philippine market.

“I have been using this for the past five years,” Dr. Pia said in an interview during the brand’s launch last May 21 at Blackbird Makati. She also said that during this period of testing, she also visited the laboratory in Japan.

She then added that it is especially suited for those aged 35 and above, emphasizing that skincare should begin before visible signs of aging become more pronounced. “You want to prevent the aging process from happening,” she explained. “You have to start early.”

While Japanese skincare products are sometimes associated with richer textures, she noted that Laviejo’s lightweight formulations work well in the Philippines’ tropical climate. According to her, the products leave the skin hydrated and moisturized without feeling oily, making them practical even for those constantly moving between the heat outdoors and air-conditioned spaces.

The brand’s skincare ritual includes a cleansing gel, facial wash, lotion, essence, cream, and UV milk, all designed to work together while still allowing users to customize their routine depending on their lifestyle and environment.

For beach days or prolonged outdoor exposure, Dr. Pia recommended using the UV milk in place of the cream. She also pointed out that sunscreen is one product every Filipino should prioritize because of daily sun exposure.

“If you commute in the metro where the pollution is bad, then you need to use your cleanser first and then your facial wash,” she said. “And don’t forget your sun protection.”

Laviejo also promotes a more holistic approach to beauty. The brand recognizes that healthy skin is influenced not only by skincare, but also by factors such as sleep, nutrition, movement, stress management, and consistency in self-care habits.