One Year Later: The Words, Stories, and People that Defined Allure Philippines

A year ago, the Philippines didn’t have a dedicated beauty and wellness media brand. Now it does—with Allure Philippines arriving with a clear message: expert-led advice for Filipinos, by Filipinos. 

“Launching Allure Philippines reminded us that building a magazine today isn’t just about publishing stories—it’s about shaping conversations,” said editor-in-chief Rissa Mananquil Trillo. “In one year, the brand went from introducing a new title to helping redefine what beauty journalism looks like in the Philippines—placing dermatologists, scientists, psychologists, and industry experts at the center of its coverage, championing Filipino brands alongside global icons, and proving that there’s an audience for beauty content that’s as credible as it is aspirational.”

Publisher Archie G. Carrasco puts it more plainly: with so many product reviews out there “from anyone,” what the industry actually needs “is a particular platform that has the authority or expertise in beauty that will guide the consumer…that will give them scientific and expert advice. That’s the role of the media.” 

It’s a role he doesn’t take lightly. “Very, very challenging,” he said in describing the brand’s past year. Allure Philippines remains the only beauty magazine, or beauty media, in the country, still introducing itself to Filipino readers. “There are still a lot of things we need to do in the industry to help the consumer.”

It released its maiden issue with Heart Evangelista and Bretman Rock. It unpacked what wellness actually means to Gen Z with the cast of Pinoy Big Brother Celebrity Collab Edition in Volume 2. It got real about fame and identity with Nadine Lustre in Volume 3. And now, it collaborated with its sister editions worldwide for a cover featuring the global pop group Katseye—a feat never seen before in Allure history.

For a magazine that’s just turned a year old, it wasn’t just a regular debut—it was a revolutionary one for the Philippines’ beauty industry and for beauty journalism.

So, as Allure Philippines quietly celebrates its first anniversary, we’re reconnecting with the people who helped shape the magazine into what it is today—to talk about the conversations, what worked, what surprised them, and how they described the magazine’s first year.

One year after the launch of Allure Philippines, how has your life, career, or perspective changed?

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Paul Nebres, hairstylist and founder of Betterhair

Allure Philippines helped not just me, but most of the creatives here in the Philippines to showcase more of their talents. They also give the brands a new platform to show how local brands are doing now. We all know that local brands can compete with international brands, and with the help of Allure Philippines, I’m just happy that they’re here.

Iya Omaña, content creator

I had a feature with Allure Philippines two months ago, and it was one of the highlights of my career. They highlighted my journey in content creation, and as someone who just started with beauty, it’s really one of my milestones. I was able to share how I started and what motivates me as an influencer in the beauty space.

Jones Palteng, stylist

Ever since Allure Philippines launched, it’s really amazing what they’ve done for the Filipino beauty industry. It’s about time we champion Filipino brands, to get tips from Filipino experts, from people who know what our skin conditions are, and what our weather is. You know, Filipino tips from Filipino people—it’s something that Allure Philippines has really done. It’s bringing a better beauty conversation into the Philippines.

Dr. Jasmin Jamora, president of the Philippine Dermatological Society

I would like to congratulate and thank Allure Philippines for their amazing work, because the credibility of beauty and beauty writing has really increased. It’s an honor for the PDS to partner with Allure Philippines. You’re helping fight a lot of the misinformation out there.

Miz Raffy Mendiola, makeup artist

Now that there’s a magazine or publication that’s genuinely focused on beauty, people are taking notice of beauty. I think between when the magazine launched and today, people have been experimenting more with makeup. Beauty isn’t “safe” anymore, we’re really expanding and trying out different things. As someone who is more focused on skin and “safe” things, it kind of makes me want to try other things more. 

Rachel Ang, co-founder of The Sun People

We launched The Sun People last year, and the fact that a magazine like Allure Philippines is taking notice of what we’re doing and making us a part of this ‘Homegrown Heroes’ movement, I think it’s so special. That is something we never could have imagined right before we started the brand.

Matt Ledesma, hairstylist

I love it when there’s a new publication that’s being brought into the country. They also bring something new to the table, a different aesthetic. With the most recent magazine, I have some work there, so it’s nice how Allure Philippines showcases their contributors, not just us doing the work, but also showcasing what we do as creatives. I’m really thankful for Allure Philippines because of that.

Jigs Mayuga, makeup artist

I’ve been around for a while, but I’m also learning from the new generation. They are finding new ways to apply makeup and to express themselves with makeup. But I think because the younger generation is more self-taught because of social media and they share how they apply makeup with each other, I think it’s great!  So you shouldn’t restrict yourself to rules by the book when it comes to makeup. It is a form of self-expression, and you shouldn’t be afraid to express yourself with it.

Cat Triviño, mental health advocate and co-founder of MindNation

Something that impacted me the most with how Allure Philippines presented beauty is really making morena representation something that was at the front and center of beauty, especially for Filipinas. I have had the pleasure of contributing to some of those articles, and it really makes me proud—as a morena, as a Filipina—to have organizations and international brands really put Filipina beauty front and center.

Cats del Rosario, hairstylist and makeup artist

I’m super happy that I’m able to experiment more with both hair and makeup because it’s a beauty editorial [with Allure Philippines], as compared to when I do feature shoots. Having that opportunity to experiment and explore more is actually really good for the creativity side.

Jelly Eugenio, makeup artist

It would be a dream for me to either be on the cover or to have a feature with Allure Philippines, together with all my collaborations, because I’m trying to champion local beauty as much as possible. I hope one day I’ll have a special project with Allure to show that Filipina beauty is the next big thing in the world.

Winwyn Marquez, actress & beauty queen

They [Allure Philippines] just championed inclusivity and everything else; they championed whatever your looks are as long as you’re confident, and I love that about Allure Philippines.

Alex Javier, founder of DALA Global

Since Allure Philippines has launched in the Philippines, I feel more challenged in bringing my brand forward in terms of creativity and things that are worth discovering for my audience.

Renato Lopena Jr., perfumer and founder of Wren Atelier

Actually, now I can see the importance of building community and getting the message across, the brand. With Allure Philippines, it’s important to spread awareness within the community.

Raco Ruiz, visual artist & content creator

It’s that inner beauty that really shines through. It’s what I’ve noticed in this industry especially. Kahit na pogi ka or maganda, if you’re not a kind person, it will show eventually. What I love about Allure Philippines is that they’re really focusing on this. Inner beauty is just as important as outer beauty, and my perspective has always been like this over the years.

Has there been a conversation, story, or trend over the past year in Allure Philippines that changed the way you think about beauty?

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Jelly Eugenio, makeup artist 

I’ve been in this [industry] for a long time, so I can see how it’s evolving, how the trends keep coming back. I’ve just missed the feeling of having creative makeup on the cover, so now, it’s very exciting. When the cover of Nadine [Lustre] came out, I said that it’s one of my favorite covers I’ve done. It revived the feeling of wanting to do makeup.

Miz Raffy Mendiola, makeup artist

We’re not here to play it safe anymore, we’re here to try different things—different textures, colors, and everything. I think it pushes me to become more creative rather than just staying in my profession or comfort zone.

Alex Javier, founder of DALA Global

It’s not a conversation, but I’ve seen that Allure Philippines photoshops less. So I can see the real and raw Filipino beauty as it is now.

Cat Triviño, mental health advocate and co-founder of MindNation

I think overall, the way Allure Philippines constantly talks about beauty, about wellness, as well, has shifted my thoughts on beauty into something that is less stereotypical. It’s less surface-level; it’s more than just skin-deep. So when they talk about mental health, being morena, the value of beauty that is more than just what people perceive it to be has been the topic that I started moving with whenever I talk about it in my circles. 

Raco Ruiz, visual artist & content creator

I wouldn’t say it’s a trend, but it’s a gradual thing that’s becoming more popular, especially with AI. People just value authenticity more—less filter, more imperfections—is actually what people hunger for these days. It’s kind of the counterargument to AI. 

Matt Ledesma, hairstylist

My one observation about Allure Philippines is that I really love how they really take care of their contributors. It’s very collaborative, and it’s also taking care of the contributors. 

Paul Nebres, hairstylist and founder of Betterhair

Allure Philippines helped me as a brand owner to spread the word, or the products that we’re launching. It’s a big help for brand owners and brands. 

Rachel Ang, co-founder of The Sun People

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I really like how beauty is becoming more playful and more colorful. I think for the longest time, we limited ourselves and played ourselves down, and I like where this direction is going.

Renato Lopena Jr., perfumer and founder of Wren Atelier

Now, beauty is more inclusive, with people of different sizes, forms of beauty, and it’s very beautiful to see that now that it’s not just one stereotype.

Jones Palteng, stylist

I really like the shift from “clean makeup,” into something that’s a bit more expressive, more interesting, more creative. I like that beauty content creators and people are now more open to creating more avant-garde looks, not sticking to the traditional, clean girl makeup. I feel like it’s a more creative space for beauty nowadays.

Iya Omaña, content creator

As a morena, I can see now that we all highlight the morena beauty space and how everyone, no matter what your skin tone is, you’re all welcome in the beauty space. We’re all beautiful, and of course, self-expression. However you want to express makeup, you’re all welcome.

What role should beauty media or magazines play today?

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Rissa Mananquil Trillo, editor-in-chief of Allure Philippines

Beauty media should do more than tell people what’s new—it should help them decide what’s worth their time, money, and trust. At Allure Philippines, we’ve always believed that beauty journalism should challenge misinformation, celebrate individuality, and make expert knowledge accessible. A magazine shouldn’t simply reflect culture; it should help move it forward.

Jelly Eugenio, makeup artist

Beauty media really cements how a product is, or what kind of impact it has on the local scene. People really depend on writing—like how Allure Philippines would make it—to know whether or not a product has an impact on the local or international scene.

Paul Nebres, hairstylist and founder of Betterhair

Their role is mostly in showcasing the talents and products that we have. Mostly in how Filipinos can showcase their talents and knowledge about beauty and products.

Miz Raffy Mendiola, makeup artist

[Beauty media today] pushes us to dig deeper. Like, it’s something that we used to aspire to, and then when print disappeared, we were focused on digital media, and things that are just there. It just passes. Now, it’s more tangible—we can hold it, we can see it. It’s more fulfilling because we see our names and everything, and that’s what makes it different. 

Winwyn Marquez, actress & beauty queen

I just want [beauty media] to be something that will share positivity to everybody. There’s so much negativity in the world, and something you could read talaga that could help whatever you’re going through, I think that’s what we need, and I hope Allure Philippines continues to do that.

Matt Ledesma, hairstylist

Magazines are very versatile now; they can be on print, and they can be digital. Magazines really help in putting the word out—not just in print, but now it’s also a great way to help creatives grow their career also online.

Alex Javier, founder of DALA Global

[Beauty media and magazines] as an area of self-discovery. It’s more than like, “This is how it should be.” It’s more of, “Here is what you can explore for yourself, and decide.”

Cat Triviño, mental health advocate and co-founder of MindNation

I think in a world where we are all rewarded with instant gratification, especially on social media, where everything is surface level. Magazines and media should be able to allow and inspire others to think deeper, and to inspire others to really rethink wellness as more than just skin-deep. 

Raco Ruiz, visual artist & content creator

The idea of perfection is so oversaturated. I think just paying more attention to the authenticity and the uniqueness of people makes them beautiful and the individuality of people. Allure Philippines is already doing that, and other magazines should follow suit.

Rachel Ang, co-founder of The Sun People

There’s a lot of responsibility not just in showcasing local brands, but also in showing us the right way. For us, sustainability is a big thing, and I love how Allure Philippines highlights that as well, and the brands that you’re choosing and the types of content that you’re doing.

Renato Lopena Jr., perfumer and founder of Wren Atelier

[Beauty media] should be more welcoming, more inclusive, and to showcase different types of beauty, whether it’s morena or light-skinned.

Catalina Sy, content creator

Beauty magazines shouldn’t be afraid to take risks. Be bold in what you want to do, and Allure Philippines is already doing all that, especially with the new Katseye covers. 

Jones Palteng, stylist

Beauty magazines and beauty media should be more responsible in educating the Filipino people in the proper usage [of words]. [With] honest reviews, that is something we need to see more, and just promoting Filipino beauty brands on the global stage. That’s something we should push for.

Jigs Mayuga, makeup artist

Because the reach is more digital nowadays, I think educating people not just with beauty, but with awareness in body diversity, diversity of features, nationalities, skin tones, races. I think it’s great we’re celebrating that with this issue [of Allure Philippines].

Iya Omaña, content creator

I think it’s all about representation. The more we see someone who looks like us, we are inspired and motivated that, ‘Oh, we can do it too.’

Dr. Jasmin Jamora, president of the Philippine Dermatological Society

[Beauty media] needs to lean into the authority as a mainstream media and as the speakers of truth, evidence-based facts and just really stand for, stand your ground against whatever is trendy, against whatever spreads fast, against whatever is viral. Allure Philippines just needs to keep doing the high quality of work that they’re doing.

If you could describe this past year of Allure in one word, what would it be—and why?

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Cats del Rosario, hairstylist and makeup artist

Inclusive. When I say “inclusive,” I mean, “come as you are talaga,” because the beauty now isn’t how it was before. So it’s quite ballsy for Rissa and the whole team to do it.

Jelly Eugenio, makeup artist

Established. The beauty scene right now in the Philippines is “established” because we have Allure Philippines that really says that Philippine beauty is officially here and known even abroad. 

Paul Nebres, hairstylist and founder of Betterhair

Iconic. Because you guys released “iconic” covers.

Winwyn Marquez, actress & beauty queen

Power. Power talaga. The cover na gusto ko talaga was the one with Heart [Evangelista] and Bretman [Rock]. Super love that. For me kasi, they show power, and we have to hold on to that.

Miz Raffy Mendiola, makeup artist

Edgy. Allure Philippines is not scared to try something different.

Alex Javier, founder of DALA Global

Global.

Cat Triviño, mental health advocate and co-founder of MindNation

It’s really “game-changing.” The way that Allure Philippines has taken on the stories of beauty has really changed the way that beauty and wellness overall are perceived in the country.

Raco Ruiz, visual artist & content creator

Very “forward-thinking,” because a lot of beauty media outlets are very focused on superficial things. Naturally, it’s part of the business of beauty, right? But what I appreciate about Allure Philippines is that they focus on the inside as much as the outside.

Rachel Ang, co-founder of The Sun People

Fun. I feel like the types of content [Allure Philippines] is doing and how the branding and all the content is really fun, and colorful. I like the kinds of people you are featuring, like Bethany Talbot, and us, the founders. It’s very special that you’re focusing on real people as well. 

Renato Lopena Jr., perfumer and founder of Wren Atelier

Alluring, because you talk to experts and really give so much weight on credibility. It’s “alluring” because, as a magazine, you have to get the message across, the expertise across. 

Catalina Sy, content creator

Fresh. It’s how Allure Philippines is like a new magazine last year. I like how they started “fresh,” but now they’re making a name for themselves, especially with last year’s Allure Beauty Congress. They got to collaborate with Katseye, too. So they’re “fresh and bold.” 

Jones Palteng, stylist

Groundbreaking. 

Jigs Mayuga, makeup artist

Two words: innovative and groundbreaking, because Allure Philippines sets the standard globally when it comes to beauty, and I think it’s great that the topics we talk about are groundbreaking and innovative, but at the same time it caters to the market we have here in the Philippines.

Dr. Jasmin Jamora, president of the Philippine Dermatological Society

Phenomenal. Your leadership is very strong, and the young team is passionate about journalism and beauty, and about offering a view of beauty that is high quality, respectful, diverse, and most importantly, looks into Filipino beauty and Filipino skin.