Zenutrients traces its origins to 2007, when the brand was originally established as ZEN. The founder sought a natural remedy for family members suffering from skin conditions such as psoriasis and eczema. Virgin coconut oil proved beneficial, leading to the creation of a small enterprise that initially bottled and sold pure virgin coconut oil before expanding into soaps, lotions, shampoos, massage oils, and other personal care items.2

Around 2011, the business was acquired and expanded by four Filipino entrepreneurs with backgrounds in multinational consumer goods companies and banking. Their vision was to transform the small natural-products business into a nationally recognized clean beauty brand. The company shifted from operating mainly kiosks to establishing a strong retail and e-commerce presence while focusing on products inspired by Philippine botanical ingredients.3

The philosophy of Zenutrients centers on three main principles:

• Natural ingredients – Prioritizing plant-derived components while minimizing harsh chemicals.
• Filipino heritage – Highlighting indigenous ingredients and supporting local agriculture.
• Sustainability – Encouraging environmentally responsible manufacturing and sourcing practices.

The company describes its mission as providing “care that goes back to your roots,” reflecting both its hair care focus and its support for local communities and nature.4

Zenutrients manufactures a wide range of personal care products, including:

• Hair shampoos
• Hair conditioners
• Hair serums
• Hair oils
• Leave-in conditioners
• Scalp treatments
• Facial cleansers
• Moisturizers
• Body lotions
• Massage oils
• Essential oils
• Deodorants
• Lip care
• Soaps

The brand is particularly recognized for its sulfate-free and silicone-free hair care products designed for different hair types, including curly and textured hair.5

Gugo

The brand’s flagship ingredient is gugo, a traditional Filipino vine historically used for cleansing and strengthening hair. Zenutrients helped popularize gugo-based hair care products in the Philippine mainstream market, positioning it as the company’s signature ingredient.6

Other Ingredients

Zenutrients also incorporates the following into its formulations:

• Virgin coconut oil
• Tea tree oil
• Aloe vera
• Avocado oil
• Argan oil
• Olive oil
• Peppermint
• Rosemary
• Lavender
• Various botanical extracts

These ingredients are selected for their moisturizing, soothing, strengthening, and scalp-care properties.

Zenutrients states that its products are handcrafted at its production facility in Parañaque City, Metro Manila, Philippines. The company emphasizes cruelty-free manufacturing and locally made products whenever possible.

Zenutrients products are available through:

• The brand’s official online store
• Major Philippine e-commerce platforms
• Watsons
• Robinsons Supermarket
• Marketplace supermarkets
• Company-owned retail stores and kiosks

According to the company, its products are distributed through more than 1,000 retail locations nationwide.

Zenutrients promotes programs that support Filipino farmers and the cultivation of local ingredients. Through its “Gandang Pinoy” initiative, the company reports supporting farmers, planting gugo seedlings, and encouraging the use of locally sourced natural materials in personal care products.7

Within the Philippine beauty market, Zenutrients has become one of the country’s better-known natural personal care brands. Its gugo hair care line is widely associated with natural solutions for hair strengthening and hair fall concerns, while the company has expanded into specialized collections for curly hair and botanical skin care.8

• Brand: Zenutrients
• Founded: 2007 (as ZEN); expanded under The Greenhouse Inc. from 2011
• Industry: Personal care and cosmetics
• Headquarters: Parañaque City, Metro Manila, Philippines
• Products: Hair care, skin care, body care, essential oils, wellness products
• Core focus: Natural, Filipino-inspired personal care using botanical ingredients

1. Zenutrients
2. FAQ – Zenutrients
3. The Origin of Zenutrients
4. Zenutrients (The Greenhouse Inc) | LinkedIn
5. Gandang Pinoy by Zenutrients
6. Beyond Hair: The Zen Family Lifestyle – Zenutrients
7. Zenutrients (The Greenhouse Inc) | LinkedIn
8. Zenutrients – Beauty Insider Philippines – Biggest on Beauty Product News and Reviews!