Our Long Haul Films blog and newsletter is based on the idea of “The Deeper Questions,” to ensure we truly understand our client’s “why” before we produce video content for them. 

We feature “Deeper Questions” profiles of individuals and brands who embody that same ethos, and/or who we love to partner with. Today, we’re showcasing Joseph Alcantara from caw | men, a new skincare brand for Asian men in the west (and a favorite client!).

1. Who are you?

I’m Joseph Alcantara, founder of caw | men, a skincare brand built for Asian men living in the West. A proud first-generation Filipino immigrant in the U.S., a global marketing leader with more than 20 years of experience, a loving husband, a hopeful intended parent through surrogacy, and a paw parent to a very clingy Frenchie named Primo.

My career has spanned across continents—leading brand building and marketing for iconic global companies across Asia, the Middle East, and North America. But despite all that, the most meaningful venture I’ve ever taken is building something personal and purposeful: caw | men. A brand rooted in my own journey and designed to serve a community that’s long been overlooked.

2. What is caw, and what separates it from other skincare lines out there?

caw stands for “Care for Asians in the West.” It’s not just skincare. It’s the first brand built specifically for Asian men navigating life—and skin—in Western environments.

Too many products are made for the mainstream or optimized for someone else’s skin. Asian men have different needs—our skin is thicker, loses moisture faster, reacts more sensitively to climate shifts, and ages differently. Yet, the market barely acknowledges us.

What makes us different:

• Our proprietary GeoSkin Code™ — a science-backed care system designed with dermatological insight, real user trials, and ingredient synergy built around the realities of Asian skin living in the West.
• Clean, natural, and sustainable care — our products are vegan, gluten-free, nut-free, cruelty-free, and made with no parabens, synthetics, or GMOs.
• Representation with results — we’re not just about good skin, but about finally feeling seen in a space where we’ve long been invisible.
  

3. When did you come up with the idea for caw, and can you share some background on your founding story?

The idea hit me in my own bathroom.

After years of trying luxury Western skincare and trending Asian products, I still struggled with dryness, irritation, and premature aging. I kept asking: Why isn’t anything really working for me? Then it clicked: these products weren’t built for us.  Not for the climate we live in. Not for the structure and needs of our skin. If I couldn’t find the right fit, how many more Asian men out there were silently settling too?

That was the moment I knew something had to be done.

4. How did you get started with bringing the idea to fruition, and how long did it take to go from idea to launch?

It started with a trip to South Korea in 2024—where I loaded my luggage with skincare because I’ve always been passionate about personal care. But even then, despite the hype, I still couldn’t find products that truly fit. That frustration pushed me to dig deeper.

I immersed myself in researching dermatological studies specific to Asian skin types. I spoke with beauty labs and manufacturers across America and Europe. I collaborated with partners who shared the vision and were certified by ECOCERT, ensuring every formula was natural, safe, and backed by standards. 

I tested samples myself. Ran informal consumer research. Got feedback. Tweaked, refined, repeated. All while still working a full-time job and bootstrapping the business from scratch. From concept to launch, it took just over a year. But in truth, this brand has been in the making my entire life.

5. Why is now the moment for caw?

Because for too long, Asian men in the West have been an afterthought in the beauty and care industry. We’ve been expected to adjust, adapt, and make do in environments and systems not built around us.

But now, we’re entering an era where we’re building our own tables—not just waiting for a seat. caw | men is part of that movement. A brand that says:

• We’re here.
• We’re proud of who we are.
• And we deserve care that gets us.
  

6. Where have you found creative inspiration?

From my own skin—and the problems I know so many others face too.

From the feeling of invisibility and the desire to be represented.

From a new generation of founders who are creating not just for profit, but from purpose and lived experience. They’re building businesses rooted in their “why,” and that inspires me every day to also live mine.

7. Links for people to learn more about you and caw:

• Website: www.cawmen.com 
• Instagram and TikTok: @cawformen 
• For press/collabs: hello@cawmen.com