Men don’t always call it pampering, but that’s exactly what these grooming rituals are. Grooming has always been one of the quiet ways men take care of themselves. A good cut or a clean shave isn’t vanity. It’s a small reset. A moment where the world goes quiet long enough for someone to feel like themselves again. In those minutes of combs, clippers, and hot towels, routine becomes its own kind of care.
That idea sits at the heart of TUF, Cebu’s homegrown barbershop chain known for elevating simple grooming into something men actually look forward to. “Far beyond providing haircuts, we offer a lifestyle for gentlemen to express themselves through their preferred hair styles,” said Reece Cagasan Quiambao, one of TUF’s founders.
Founded in 2015, TUF quickly grew from a local barbershop into a leader in men’s grooming. The name itself nods to their specialty: TUF stands for “The Ultimate Fade,” a fun insider detail the OGs know well, but it also works as wordplay on “tough,” which captures the brand’s confident, clean-cut attitude.
Being the first barber shop chain, they introduced Cebu to signature cuts featuring their specialized fade technique, all while offering an environment that feels a step above the neighborhood shop. Some branches even serve drinks and showcase artworks from Cebu’s top artists. As Stuart “Stu” Violanda, TUF’s Chief Executive Officer, puts it, “We made sure to execute this in order to make TUF a man’s second home or somewhat of their ‘bat cave!’”
Still, the real charm of TUF lies in the care behind the service. A typical visit includes a haircut with shampoo, blow-dry and styling, a hot towel with facial moisturizer, and a quick massage with free iced tea. It’s simple, but the effect is immediate: you walk out feeling lighter, cleaner, and more put-together.
Their approach ties back to a belief the team repeats often: good grooming shouldn’t be a luxury—it’s “a right and not a privilege”. “Everyone should have good grooming, that’s why we made TUF accessible to our customers,” Violanda said. And it’s working. TUF has built a loyal customer base that trusts their barbers the way others trust their long-time doctors or dentists. As co-founder Ramon Quiambao Jr. shared, “Seeing our customers return and give their full trust—especially seeing them happy after the service,” is one of the most rewarding parts of running the brand.
This confidence is what fuels their next big step: expanding beyond Cebu. The team hopes to “conquer Manila and Luzon,” bringing The TUF Experience to even more men across the country. It’s an ambition backed by results. The barbershop has earned Sunstar’s Best of Cebu: Best Barbershop award for four years in a row.
At the end of the day, men don’t spend time on their hair or beards because they’re searching for deeper meaning, and grooming isn’t about chasing trends or making statements. It’s about giving yourself space to feel comfortable, steady, and put together. For many men, that comfort starts in a barbershop chair. And for a growing number in Cebu, that chair happens to sit inside TUF—a place where looking good and feeling good finally meet in the middle.
Photography Summer Demol
