Inclusivity in beauty isn’t shaped by buzzwords or trends—it begins with access. Access to credible information, to experts who understand the science behind the claims, and to products people can experience for themselves before forming an opinion.
For three days, the Allure Beauty Congress transformed RCBC Plaza into a living, breathing beauty ecosystem—one rooted in discovery rather than persuasion. Attendees moved seamlessly between masterclasses, brand spaces, and conversations, engaging with beauty on their own terms. Instead of being told what works, they were invited to explore, test, and decide—anchoring beauty in agency, curiosity, and real-world experience.
That spirit of hands-on discovery extended throughout the venue. From science-backed skin care to everyday beauty essentials, activations like Spin & Win and the event passport turned participation into exploration, rewarding attendees with makeup and skin care products they could try, test, and take home—long after the Congress ended.
Makeup that go the distance
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Photo courtesy of L’Oreal Group
For those who are regularly on-the-go, the Maybelline Super Stay Teddy Tint and Maybelline Instant Eraser Concealer make for longwear use, being both lightweight and multi-use. Travellers that invest might find it to be more versatile than most, and easier to apply especially when moving from one place to the next.
Glowing skin, boosted with the right vitamins
Studio Torio
Studio Torio
Garnier’s Vitamin C and anti-acne serums were introduced as necessary additions to casual morning routines, focusing on comfort rather than immediate transformation. The Garnier Bright Complete Vitamin C Booster Serum is designed to reduce the visibility of dark spots, while the Bright Anti-Acne Booster Serum exfoliates the complexion. Products like the Micellar Cleansing Water All-in-1 and Bright Complete Serum Cleanser Vitamin C are more than what they seem—acting as a reset point between looks, helping faces start fresh without irritation.
Elevated long-wear beauty
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Long-wear makeup from L’Oreal Paris came to play as the event stretched on. A weightless matte finish from the Infallible Matte Resistance 16HR Liquid Lipstick’s formula keeps lip colors intact through drinks and conversations while the Plump Ambition Hyaluron Lip Oil keeps the lips smooth and plump. Brows were refined with the Infallible Eyebrow 24H Filling Triangular Brow Pencil which makes shaping and filling efficient and long-lasting as the fiber-charged formula of the Infallible 24H Volumising Wear Brow Mascara helped eyebrows appear twice as thick. Reapplication became less of a necessity with the products creating a sense of ease-people stopped checking their mirrors as often and stayed engaged.
Nature powered formulas infused into skin care
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Kiehl’s nature-powered skin care left light textures and subtler scents on the skin, and products leaned into maintenance and science backed formulas. From skin care to fragrance essentials, each item is made to nourish and hydrate the self just in time for the new year. Enriched with coconut and jojoba oil, the Amino Acid Conditioner retained hair moisture against the wintery air of the venue. The Kiehl’s Lip Balm #1 makes a promising classic staple in one’s makeup kit, replenishing and soothing the skin barrier with squalane and aloe vera respectively. The refreshing Ultra Facial Oil-Free Gel Cream is a moisturiser that delivers a cooling effect with its lightweight, long-lasting hydration while the Powerful-Strength Dark Circle Reducing Vitamin C Eye Serum works with Pure Vitamin C to boost the skin’s radiance. Perfume also made the rounds at the Allure Beauty Congress spaces, with samples of the original Kiehl’s “Love Oil” reimagined in the Original Musk Blend #1 Eau de Toilette wrapped each wearer with a warm musk and tonka nut dusted in floral layers like Ylang-Ylang and Neroli. This blend, paired with notes of bergamot and orange blossom make this blend sensually timeless.
The Parisian Beauty dream, wrapped up in one box
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Parisian elegance comes in a metallic pink vanity box as Lancôme’s Beauty Box Set comes with gifts in both full and travel-friendly sizes. From the Lash Idôle Waterproof Mascara that lifts and maximises lashes in a weightless fashion, to Lancôme’s popular Génifique Ultimate Serum is known to boost radiance with its youth-activating properties, each product was inspired by everyday Parisian beauty practices. Lancôme eye creams like the Absolue Eye Cream are focused on revitalising the under eye skin, made from a biotech-made peptide in combination with Perpetual Rose™ Extract and Proxylane. The well-known Idôle Eau de Parfum also came in a 10ml tester with this Holiday kit, boasting a clean floral fragrance with hints of rose, jasmine, and white musk.
Taking home more than just the gifts
By the end of the Congress, it was clear the experience went far beyond product discovery. What resonated most was the intention behind every interaction: understanding how products work, why they work, and how beauty fits into real lives—not idealized routines.
In that sense, the Allure Beauty Congress became a shared space for learning and experimentation—where access empowered choice, and beauty felt personal, informed, and inclusive. It wasn’t about taking home more products, but about leaving with clarity, confidence, and the freedom to define beauty on one’s own terms.
Learn more about the L’Oreal Group at www.loreal.com, and follow L’Oreal Group on Instagram and Facebook for more information.
Frequently Asked Questions
The Allure Beauty Congress is a beauty event organized by Allure Philippines, held at RCBC Plaza in Makati. The three-day event brought together beauty brands, dermatologists, makeup artists, and attendees for masterclasses, brand activations, and hands-on product discovery. Rather than positioning itself as a promotional showcase, the Congress was framed around access to credible beauty information and the freedom to test and form independent opinions about products.
The Allure Beauty Congress featured brands from the L’Oréal Group including Maybelline, Garnier, L’Oréal Paris, Kiehl’s, and Lancôme. Each brand presented products across makeup, skincare, and fragrance categories — with activations that allowed attendees to test formulas firsthand. The event also featured expert-led masterclasses and a passport-style participation format that rewarded attendees with products to take home.
Maybelline presented the Super Stay Teddy Tint and the Instant Eraser Concealer at the Allure Beauty Congress. Both were positioned as long-wear, lightweight, and multi-use options suited to on-the-go routines — with the concealer noted for ease of application during movement between locations.
Kiehl’s showcased several skincare and fragrance products at the Congress, including the Amino Acid Conditioner (enriched with coconut and jojoba oil), Lip Balm #1 (formulated with squalane and aloe vera), Ultra Facial Oil-Free Gel Cream, and Powerful-Strength Dark Circle Reducing Vitamin C Eye Serum. The brand also introduced its Original Musk Blend #1 Eau de Toilette — a reimagined version of the Kiehl’s “Love Oil” fragrance with notes of warm musk, tonka nut, ylang-ylang, neroli, and bergamot.
Lancôme presented its Holiday Beauty Box Set — a metallic pink vanity box containing full and travel-sized products including the Lash Idôle Waterproof Mascara, Génifique Ultimate Serum, Absolue Eye Cream (formulated with a biotech-made peptide and Perpetual Rose™ Extract), and a 10ml tester of the Idôle Eau de Parfum. The set was framed around everyday Parisian beauty practices and positioned as a gift-ready holiday offering.
