Allure Philippines Officially Launches, Marking Brand’s Entry Into Southeast Asia

The world’s beauty authority arrives in the Philippines, redefining beauty journalism through an authentic, expert lens.

Beauty takes center stage as Allure Philippines officially launches under a licensing agreement between MEGA Global Licensing Inc. and Condé Nast. Known worldwide as a leading beauty authority, Allure makes its Philippine debut, promising to elevate local beauty conversations with its expert-driven, inclusive storytelling. This launch also marks the brand’s first step into Southeast Asia, joining the ranks of Allure US and Allure Korea as its third global edition.

The premiere issue was unveiled at The Peninsula Manila through Allure Philippines’ House of Experts, an immersive event that brought together some of the country’s most respected names in beauty and wellness. Guests explored experiential rooms highlighting the magazine’s pillars—skin, makeup, hair, nails, fragrance, grooming, and wellness—each thoughtfully curated to embody Allure’s holistic approach to beauty.

Gracing the cover of the debut issue are Heart Evangelista and Bretman Rock, two icons who embody boldness, authenticity, and pride. Together, they redefine what it means to be Filipino Now, unapologetically representing the Philippines on the global stage with fearless individuality.

A mirror, a megaphone, and a movement

“Launching the world’s most trusted beauty authority in the Philippines is a deeply personal milestone.” shares Editor-in-Chief Rissa Mananquil Trillo. “When Allure came knocking, I knew exactly what I wanted our edition to be: a mirror, a megaphone, and a movement. Leading Allure Philippines allows me to continue a legacy of expert-backed, inclusive journalism, while redefining what beauty looks like for Filipinos today—giving space to our own stories, our skin tones, our rituals, and our identities,”

“We’re here to raise the standard, challenge the narrative, and make sure the world sees the richness of Filipino beauty—because we’ve always belonged on the global stage. Allure Philippines is where beauty meets truth, purpose meets power, and where beauty, finally, looks like us.” 

Within the pages of its maiden issue unfolds a celebration of authenticity and identity. At its core is The Morena Manual, a feature unique to the Philippine edition that champions morena beauty. It offers expert-approved advice for morena skin, scientific insights on melanin, an exploration of the Filipino nose, and a critical look at local beauty ideals—together forming a nuanced narrative of what it means to embrace one’s natural beauty.

The magazine also gathers celebrated figures—Angel Aquino, Iza Calzado, Tweetie de Leon-Gonzalez, Mylene Dizon, Wilma Doesnt, Bianca Gonzalez, and Agot Isidro—to reflect on their personal journeys in embracing their features. Their stories come together as a powerful manifesto: morena beauty is more than aesthetic—it’s legacy, identity, and empowerment.

Other sections reflect a holistic view of beauty. The Beauty Brief offers practical guides, such as the latest painterly eyeshadow techniques, while spotlighting changemakers in the industry, including an intimate look at Leni Robredo’s home in Naga. Meet the Expert introduces trusted voices like Filipina cosmetic chemist Joyce de Lemos. Meanwhile, A Balanced Life centers on wellness, covering talk therapy, athletes’ mental resilience, and gut health. Beyond Beauty widens the lens with critical conversations about lookism in the workplace, inclusive brands catering to all sizes and skin tones, and how beauty can spark meaningful change.

Amplifying the diverse voices of the Filipino

“The arrival of Allure in the Philippines is not only a win for beauty journalism—it is a celebration of identity,” says Archie G. Carrasco, Chairman and CEO of AGC Power Holdings Corp. and Publisher of Allure Philippines. “With this launch, we amplify the diverse voices and features of the Filipino, elevating local beauty to a global standard. Allure Philippines is our commitment to redefining beauty through authenticity, inclusivity, and expert storytelling. This is not just a magazine—it’s a movement,” 

Allure Philippines will publish print editions three times a year, starting with this debut, followed by a wellness special and the highly anticipated Best of Beauty issue. Readers can also access stories daily through its website and social media channels.

With its arrival, Allure Philippines opens a new chapter—one rooted in truth, inclusivity, and expertise, inviting readers to see beauty as both deeply personal and proudly Filipino, ready for the world stage.