The Red Seal of Truth

For nearly 30 years, Allure’s Best of Beauty Awards have set the global standard for product excellence—unbought, unbiased, and unmatched.

The Awards’ iconic red seal, long recognized as beauty’s ultimate mark of credibility, now arrives in the Philippines, ushering in a new era of performance, integrity, and truth—where every product tested and every seal awarded reflects what truly works for Filipino beauty. Here’s an inside look at how we test, deliberate, and determine which products earn beauty’s most coveted seal of approval.

When you’ve spent over two decades in the beauty industry, you see it from every angle. I began as a model, learning from the makeup artists, hairstylists, and photographers who helped shape our collective lens of Filipino beauty.

Later, as a newspaper columnist, I uncovered the science and stories behind the products that define our routines. As a published author and mother, I’ve seen how beauty moves through generations—how it shapes identity, confidence, and culture. And as an entrepreneur who once built a homegrown beauty brand that earned both business and beauty awards during my time there, I learned firsthand that success means nothing without integrity. When trust falters, no accolade can replace it.

And that’s the truth that endures: trust has always been the most valuable currency in beauty. Yet today, it feels harder to earn than ever.

According to the October 2025 Prosumer Report on Beauty by Havas Ortega, 93 percent of Filipinos believe society is too obsessed with physical perfection. Yet amid the noise of marketing claims, filters, and influencer hype, 84 percent now expect beauty brands to lead with authenticity and challenge unrealistic ideals. From perfection comes pressure; from pressure, expectation—and in a world where beauty can be bought and edited, blurring the line between truth and trend, consumers crave one thing above all: credibility.

That’s why bringing Allure’s Best of Beauty Awards to the Philippines marks more than a milestone—it’s a watershed moment for the country’s beauty industry. For nearly 30 years, that small red seal has been the world’s benchmark for excellence—unbought, unbiased, and unmatched.

It’s the seal that built careers, moved markets, and earned the trust of millions of readers around the world. Now, that same legacy arrives on Filipino soil—where our beauty landscape is as vibrant, diverse, and fast-evolving as our people. And for the first time, every product tested, every verdict made, and every seal awarded will reflect what truly works for Filipino skin, Filipino hair, and Filipino realities.

Click here to learn how to apply for the 2026 Best of Beauty Awards.