The Beauty Expert Has Landed: The Launch of Allure Philippines
Allure has arrived—and it’s more than just a magazine. Here’s an inside look at the historic launch of The Beauty Expert in the Philippines and why it’s about to change the beauty game.
On a balmy April evening at The Peninsula Manila, beauty history was made. The Beauty Expert had landed—ushering in a new era where Filipino beauty takes its rightful place in the global conversation.
In front of hundreds of guests who turned out to welcome the local version of the esteemed beauty publication—only the third iteration worldwide, and the first in Southeast Asia—the maiden issue of Allure Philippines was unveiled.
A new era of beauty expertise
Since its inception in 1991, Allure has been known as The Beauty Expert—a title borne out of the desire to change the way beauty journalism was done. Back then, the topic of beauty was treated merely as an add-on to fashion in terms of media coverage, and beauty journalism, it must be said, was practically non-existent.
Allure, under the leadership of founding editor-in-chief Linda Wells, changed the game by looking at beauty through an expert lens—consulting experts such as dermatologists, makeup artists, and hairstylists, and treating the formerly-frivolous subject of beauty with the same rigid journalistic standards that would be applicable to just about any other news-worthy topic.
Photographer: Ed Simon
Archie Carrasco, CEO of AGC Power Holdings Corp. and Mega Global Licensing Inc., and the publisher of Allure Philippines, shares that in today’s world, opinions and hacks are easy to come by online. But it’s difficult to tell which ones are done in earnest, and which ones are just done for profit. “That,” he says, “is precisely why there is a real need for proper vetting, and for an authority that consults with real experts and does the research.” And this, he points out, is where Allure Philippines, The Beauty Expert, comes in—ready to answer the need of a public in search for truthful information about the world of beauty and all that it encompasses.
For Allure Philippines editor in chief Rissa Mananquil Trillo, it’s imperative that Allure Philippine stays true to the Allure legacy, “by building a brand that champions expert-backed storytelling, investigative beauty journalism, and an inclusive lens on beauty,” she explains.
And in the pages of a beauty magazine made for Filipinos, expect to see topics and issues important to them. “We’re expanding the conversation by grounding it in the Filipino experience—our skin tones, our rituals, our challenges, and our triumphs,” Mananquil-Trillo added. “Every story, every page, and every image will reflect both global excellence and local relevance.”
Support from the local and global beauty community
It was this expert lens that was highlighted at the launch of Allure Philippines, where guests were invited to enter “The House of Experts.”
Allure editor in chief Jessica Cruel/Photographer: Kim Santos
Upon their arrival at The Peninsula Manila, guests were led to the Talk to the Experts phone booths, where they were able to “dial in” for beauty advice straight from the experts. Experts such as board-certified dermatologist Aivee Teo, MD from The Aivee Clinic; oral surgeon Steve Mark Gan, DMD from Gan Advanced Osseointegration Center (GAOC); medical doctor Lyien Pascual, MD, from Pond’s; obesity and lifestyle expert Jan Dipasupil, MD from Jan Medical Group; physician AJ Pareja, MD, from hair restoration clinic Clinique de Paris; and creative director and hair expert Laura Charlton from David’s Salon all gave advice on pressing beauty and wellness concerns that are common to Filipinos, such as skin care, hair care, teeth issues, body issues, hair loss, and health and fitness.
Photographer: Ed Simon
Photographer: Kim Santos
Photographer: Kim Santos
Photographer: Kieran Punay
Moss Manila made sure to Allure-ify the launch area, turning it into a beauty haven, with Spruce adding beautiful botanical additions to the decor, and Sony providing the television screens used throughout. Drinks flowed aplenty, care of The Blackbox Mobile Bar, while Changan Auto transported VIPs to the launch. Meanwhile a clock from Zionne Beauty Lounge counted down to the second Allure Philippines would launch to the world.
Inside the hotel’s grand event space, the Conservatory, a photo gallery—aptly called the Face Card Gallery—lined the walls, featuring portraits of experts, key people in the beauty industry, Miss Universe-Philippines candidates, representatives from the biggest beauty brands in the country, and VIPs, all posing with the iconic Allure logo.
Condé Nast executive director of media licensing Amy Mangino/Photographer: Excel Panlaque
The presence of global partner Condé Nast was felt half a world away, with executive director of media licensing Amy Mangino delivering the opening remarks for the program, having flown in from London to welcome guests to this historic event. Even Allure US editor in chief Jessica Cruel was present, arriving all the way from New York City to pump up the crowd and speak about Allure’s storied legacy of beauty journalism, and how it will be continued in the Philippine version.
Allure Philippines editor in chief Rissa Mananquil Trillo/Photographer: Ed Simon
Finally, Allure Philippines editor in chief Rissa Mananquil Trillo took the stage with a powerful message: in this beauty magazine, “beauty will, finally, look like us.” Drawing from her own experiences growing up morena in a country where fair skin was once idealized, she spoke of reclaiming the narrative. This, she declared, marks a new chapter in Philippine beauty—one that is inclusive, rooted in truth, and redefined as a mirror, a megaphone, and a movement. A platform where purpose meets power, and where every Filipino can see themselves reflected with pride.
Enter The House of Experts
The curtain then dropped—literally—revealing the cover of Allure Philippines’ maiden issue. Applause, screams, and gasps filled the room as a cover that was bold, beautiful, and unmistakably Filipino was revealed, featuring not one, but two of the most modern and relevant beauty icons today: Heart Evangelista and Bretman Rock. Heart and Bretman were chosen as the perfect embodiment of “The Filipino Now”—global citizens who are bold, fearless, and unapologetically themselves, breaking boundaries and redefining both beauty standards and what it means to be a Filipino.
Photographer: Kim Santos
The cover stars were on hand for the reveal, proceeding to cut the ribbon to open the House of Experts afterwards. Passports for the house tour were handed out to guests, with a photo wall by Cetaphil, New Lounge, Dazzle Me, Absidy Beauty, Luxe Organix, and Tadhana on hand for snapping photos.
Photographer: Kim Santos
For the House of Experts, an entire wing in The Peninsula Manila was transformed into a succession of rooms typically found in a home, with each room following a theme from an Allure Philippines content pillar—skin, makeup, wellness, hair, fragrance, and nails.
Guests took home a staggering amount of goodies from each of the rooms, plus additional giveaways from Neutrogena, Aveeno, Returnu, Dazzle Me, Absidy Beauty, Luxe Organix, Issy, Zionne Beauty Lounge, and Cetaphil.
Photographer: Kieran Punay
Photographer: Kieran Punay
The Pond’s and Vaseline foyer or garden, decked out with a flower bar by Florio, tackled the importance of skin protection with their UV scanners, as well as a bar and a mini golf activity.
Photographer: Kieran Punay
Healthy Options built a wellness lounge for guests to sample their natural and organic products.
Photographer: Kieran Punay
Tadhana Fragrances transformed a dining room into an interactive scent-profiling station.
Photographer: Kieran Punay
Issy’s makeup room allowed guests to swatch different products and build their own palettes.
Condé Nast Global Media Licensing Manager Andrea Pinza/Photographer: Kieran Punay
The Pond’s Skin pantry featured shelves of products for sun protection, brightening and skin health, plus a skin analysis station.
Photographer: Ed Simon
Pure Form held court at a zen room that showcased their line up of supplements.
Photographer: Kieran Punay
Photographer: Ed Simon
Cream Silk built a sala with décor that resembled fringes of hair, a lounge with silk pillows, screens provided by Waveplay, and a photo booth that immediately uploaded the photos taken to the requisite living room photo gallery.
Photographer: Kieran Punay
Lazada put together a game room, with claw machines that allowed guests to grab product samples and exclusive vouchers.
Photographer: Kieran Punay
And finally, Bobbie Nails featured a nail analysis station in their nail room.
The Philippine beauty scene has become even more robust in recent years, as evidenced in all the partner brands that came together to welcome The Beauty Expert.
According to Mananquil-Trillo, mainstream beauty narratives have excluded Filipino voices and standards for too long. The presence of Allure Philippines means that Filipino skin, stories and experiences will now be re-positioned to the center, no longer remaining on the sidelines. “Representation matters,” she says, “and so does credibility. Filipinos deserve a beauty platform that speaks our language, knows our skin, and reflects our realities. For the next generation especially, Allure Philippines can be both a mirror and a megaphone: showing them who they are and what’s possible.”
To the Allure Philippines reader, Mananquil-Trillo has this message: “You belong at the center of beauty. Not at its sidelines. Not as an afterthought. At Allure Philippines, we see you, we celebrate you, and we are here to tell your stories—intelligently, inclusively, and unapologetically. Welcome to your new home in beauty.”
The maiden issue of Allure Philippines—featuring Bretman Rock and Heart Evangelista in a boundary-breaking double cover—is only the beginning. With original content dropping daily and two more issues slated for 2025, The Beauty Expert is here to stay. And it’s here to speak your language.
