Entrepreneur Paco Magsaysay is best known for building Carmen’s Best, one of the Philippines’ most successful premium ice cream brands. The company earned a loyal following by focusing on quality ingredients, careful craftsmanship, and a clear positioning in the premium segment of the market.
But recently, Magsaysay made what many people saw as an unexpected move. Instead of expanding further into food manufacturing, he entered an entirely different industry: medical aesthetics.
His newest venture, Skin Adept, operates in a fast-growing sector that includes dermatology, laser treatments, and other aesthetic procedures. For some observers, the shift from ice cream to skincare seemed like a dramatic leap.
For Magsaysay, however, the transition was not as radical as it appeared.
“People often see it as a big leap—from ice cream to skincare,” he says. “But for me, the decision was very thought of.”
Behind the move is a set of business principles he developed while building Carmen’s Best—principles that he believes can apply to almost any industry.
Start with people, not products
When entrepreneurs consider entering a new market, the usual starting point is the product: What can we sell? What trend can we capture?
Magsaysay approaches the process differently.
“Whenever I enter a business, I don’t start with the product—I start with the people,” he explains. “I make sure I’m working with individuals I trust, who have real credibility and deep expertise in that field.”
That philosophy played a key role in the creation of Skin Adept.
The clinic’s medical director, Dr. Benjie Bince, had spent more than a decade working in Dubai as a dermatology expert before returning to the Philippines. Magsaysay had known him for over thirty years, largely through his brother, Pipes Bince, who had been part of the core team during the early years of Carmen’s Best.
That long relationship created the foundation of trust that Magsaysay considers essential before entering any new venture.
“I’ve seen his growth and his reputation in the industry,” he says. “That gave me a strong foundation of trust and confidence.”
With the right people in place, the next step was identifying where the business could create meaningful value.
Focus on a niche market
One of the defining strategies behind Carmen’s Best was its focus on a specific segment of the market rather than trying to appeal to everyone.
Instead of competing with mass-market ice cream brands, the company concentrated on a smaller but more discerning group of customers who were willing to pay for premium quality.
Magsaysay applied the same thinking to Skin Adept.
“I’ve always believed in serving a niche market—focusing on quality, not trying to be everything to everyone,” he says.
The aesthetics industry in the Philippines has expanded rapidly in recent years, fueled by growing interest in skincare, cosmetic procedures, and non-invasive treatments such as lasers and fillers.
But rapid growth also brings intense competition.
Rather than trying to compete with the hundreds of clinics already operating in the country, Magsaysay focused on building credibility in a specific segment: patients looking for high-quality, medically sound treatments delivered in a professional environment.
The clinic includes a DOH-accredited operating room, a feature that is still relatively uncommon among dermatology and aesthetic clinics in the Philippines.
For Magsaysay, that level of medical infrastructure was essential in establishing trust with patients.
“If you combine a fast-growing industry, a more discerning customer, and a clear need for trustworthy providers,” he says, “you have a real opportunity to build something meaningful.”
Recognizing the industry shift
Several trends convinced Magsaysay that the timing was right to enter the aesthetics sector.
One is the rapid growth of the industry itself. The Philippine aesthetics market is projected to expand at double-digit rates over the next several years, driven by demand for procedures that improve skin health and appearance without requiring major surgery.
Another factor is the growing popularity of non-invasive treatments.
Procedures such as lasers, injectables, and skin rejuvenation techniques allow patients to achieve noticeable results with minimal downtime. This makes them easier to integrate into everyday life compared with traditional surgical procedures.
But beyond the numbers, Magsaysay observed a deeper shift in consumer behavior.
“Aesthetic treatments are no longer seen as something occasional,” he says. “They’ve become part of a person’s lifestyle.”
People are investing more in self-care, not only to improve their appearance but also to boost confidence and maintain long-term skin health.
At the same time, patients have become more informed and cautious.
“They ask more questions,” Magsaysay notes. “They care about safety and results.”
For a clinic built around credibility and medical expertise, that trend represents an opportunity.
Building trust in a sensitive industry
In many businesses, customer trust is important. In healthcare-related fields, it becomes even more critical.
“When you move into healthcare and aesthetics, it’s even more important,” Magsaysay says. “You’re no longer just dealing with a product—you’re dealing with a person.”
That responsibility influenced several of Skin Adept’s operating principles.
All consultations are conducted by licensed physicians, rather than cosmetologists or sales staff. The clinic also avoids the common industry practice of giving doctors aggressive sales targets.
“Our doctors are not given sales quotas,” he explains. “There’s no pressure to push treatments.”
Instead, patients receive recommendations based on what doctors believe is genuinely appropriate for their condition.
For Magsaysay, this approach is essential in building long-term credibility.
“Trust is a huge factor in this business,” he says. “It’s very easy to lose and very hard to earn.”
Managing risk before chasing returns
While the aesthetics industry offers strong growth potential, entering a new sector still carries uncertainty.
Magsaysay’s approach to financial decisions begins with risk management.
“Financial viability always starts with managing risk before thinking about returns,” he explains.
Rather than investing heavily at the outset, he prefers to start small and scale gradually as the business proves itself.
“You don’t need to invest in the biggest, most expensive equipment right away,” he says. “You grow into it.”
In some cases, he personally invests in expensive equipment and allows the company to lease it through per-use arrangements. This approach allows the clinic to access advanced technology while keeping the business financially flexible.
The strategy reflects a broader principle that has guided Magsaysay throughout his career: sustainable growth often comes from careful pacing rather than aggressive expansion.
Lessons carried from Carmen’s Best
Although the industries are very different, several lessons from Carmen’s Best shaped Magsaysay’s approach to Skin Adept.
One is the importance of understanding where a business fits within its industry.
“You don’t have to cater to everyone,” he says. “What matters is identifying a specific market you can serve well.”
Another is the central role of people.
“Manpower is everything,” Magsaysay explains. “The success of any business will always depend on who you’re working with.”
Finally, there is the importance of structure and alignment among partners.
Magsaysay notes that he does not always insist on owning the majority of a company. Instead, he focuses on ensuring that the right people are working toward the same goals.
“If the right partners are in place and everyone is aligned,” he says, “ownership becomes secondary to execution.”
Building the next chapter
For Magsaysay, Skin Adept represents more than a new business venture. It is an opportunity to apply the same entrepreneurial principles that helped build Carmen’s Best in an entirely different field.
At its core, the formula remains simple: start with trusted people, serve a specific market well, and build credibility over time.
“In the end,” he says, “it’s not just about entering a new business.”
“It’s about bringing the same philosophy into a different space—build trust and quality, and serve a market that’s looking not just for results, but for peace of mind.”
