Rica Cruz is a figure in sexual well-being and education, recognized as the first Filipino Board Certified Diplomate in Clinical Sexology. She is also the first from Asia to serve as a Consulting Editor for the Journal of Sex Research, playing a critical role in advancing scientific discourse on human sexuality and the field of sexology.
As the founder and CEO of Unprude, AsiaâÂÂs first sex therapy app, Dr. Cruz is committed to making expert-driven sexual wellness products, support, and education more accessible. Her work bridges the gap between scientific research, clinical practice, and public education, ensuring that individuals and couples can navigate their sexual well-being free from stigma and misinformation.
Cruz graduated from the Ateneo de Manila University with a degree of Master of Arts (MA) in Counseling Psychology in 2015 and a Doctor of Philosophy (PhD) degree in Psychology in 2020. She had her specialized training in sex therapy in 2015 at the University of Guelph in Canada. She also acquired certifications in sex and relationship therapy from the Cambridge Health Alliance of Harvard Medical School and Society for the Scientific Study of Sexuality (SSSS).
Cruz' psychotherapy practice started in 2015 at the Ateneo Bulatao Center and later established her own private practice to cater to individuals and couples experiencing relationship issues and sex-related concerns. In addition, she served as a lecturer at the Ateneo de Manila University Department of Psychology from 2015 to 2020.
She is a co-host of the talk show Feelings on One PH, a Filipino teleradio news channel by Cignal TV. She also hosts her own show, Love and Sex with Doc Rica, on the FYE Channel of Kumu where she discusses relevant topics about relationships, intimacy, and sexual health.
Cruz launched her own podcast, Conservative Ako, which talks about female sexuality with a scientific and academic lens, in 2019 through Pumapodcast. She also co-hosts The Sexy Minds podcast with Boysâ Night OutâÂÂs Tony Toni, where they talk about Filipino sexual experiences and behaviors.
Aside from hosting, Cruz also has a column called "The Sexy Mind Answers" in Tempo News Philippines where she answers readers' frequently asked questions about love, relationships, and sex. Cruz also writes articles for Smart Parenting magazine's "Love and Relationships" column. She also contributes to lifestyle media website Metro.Style by ABS-CBN Publishing, Inc. and ABS-CBN Corporation.
Cruz is also the CEO of Unprude, a sexual wellness brand.
Beginning in 2023, Cruz expanded her work in digital sexual wellness through Unprude, which several publications recognized as AsiaâÂÂs first sex education and sexual wellness app. The platform offers free sex education modules, conversation cards, and selfâÂÂcare tools, and has been highlighted for providing a safe space for women, conservative communities, and religious users seeking evidenceâÂÂbased information on sexual health.
In 2024, Cruz and her company Unprude participated in She Loves Tech 2024, the worldâÂÂs largest startup competition for women and technology. Unprude was named the Philippine Champion, representing the country in the global competition after winning the national finals hosted by SM Supermalls. The startup later advanced to the Southeast Asia regional round, where it placed third overall, marking a milestone for a Filipino sexual wellness technology company. Her involvement in the program also included supporting and mentoring other Filipina-led tech startups through SM Supermallsâ womenâÂÂinâÂÂtech initiatives.
Cruz advocates for sex education for Filipinos and has participated in campaigns for HIV awareness and family planning. She has also worked with UN Women and other NGOs to address gender-based violence in the country, and to promote gender equality and women's empowerment. She has launched projects on various platforms, including her podcast, column, and retail brand related sexual health and well-being.
In September 2024, Cruz coâÂÂorganized and headlined Unbecoming 2024, the Philippinesâ first sexual wellness summit. The event convened experts, advocates, and entrepreneurs to discuss sexual health, pleasure, and stigma, and received coverage from national and regional media outlets. Cruz has also emphasized the importance of early sex education, stating that foundational lessons should begin as early as age three to help children develop healthy attitudes toward their bodies and relationships. She has collaborated with Bumble on campaigns encouraging Filipinos to communicate openly about intimacy and relationship needs.
In late January 2024, the Philippines' Movie and Television Review and Classification Board (MTRCB) banned her television program, Private Convos with Doc Rica, labeling it as "prurient" due to its explicit discussions on topics such as masturbation, anal sex, and oral sex. The MTRCB's decision came after objections to a scene in a separate TV program involving an LGBTQ couple, reflecting broader societal sensitivities.
The MTRCB upheld its ruling despite appeals, emphasizing that the show's content violated the agency's standards.
The ban was criticized by some publications, with critics arguing that labeling her educational content as "prurient" perpetuates shame and hinders open discussions about sex. She continues to advocate for comprehensive sex education in the Philippines, challenging traditional norms and addressing the stigma surrounding sexual health.
Following the MTRCB ban of Private Convos with Doc Rica, several publications criticized the ruling, arguing that penalizing an educational program reinforced shame around sexual health and limited public access to accurate information. International coverage framed the controversy as part of the broader challenges faced by sex educators in the Philippines.
Cruz has been featured in numerous publications discussing Filipino attitudes toward sex, cultural stigma, and the challenges of advocating for comprehensive sex education. These include Esquire, Philstar, Inquirer Plus, GMA News, Rappler, and Tatler Asia. She also appeared in a 2024 Bloga YouTube interview discussing sexual wellness and Filipino cultural norms.
Docâ¯Rica Cruz has received numerous accolades in recognition of her pioneering work in sexuality education, mental health advocacy, and womenâÂÂs empowerment in the Philippines. Her influence spans clinical psychology, media, education, and tech-enabled wellness.
Cruz was also featured in 2024 and 2025 profiles highlighting her role in modernizing sex education in the Philippines. Tatler Asia described her as a leading figure in making sex education mainstream in a conservative country, while Mega Asia profiled her efforts to normalize sexual wellness conversations for all ages.