If you had told my younger self that I’d one day be writing this letter—as the first Editor in Chief of Allure Philippines—I wouldn’t have believed you. Not because I didn’t dream big, but because back then, I didn’t see anyone who looked like me at the center of beauty.

I was a morena girl in an industry that told us to lighten up, blend in, stay out of the sun. I didn’t listen—I made space. As a model, I challenged old standards by embracing exactly who I was. As a columnist, I started conversations others avoided. As an entrepreneur, I built something better, creating products that celebrated, rather than concealed, who we truly are. As an author and a mother, I saw how beauty shapes identity, and how deeply it weaves itself into culture and self-worth. And as a UN Women champion, I saw beauty’s power to uplift but also witnessed how it could exclude, erase, or dictate.

When Allure—the world’s most trusted beauty authority—came knocking, I knew exactly what I wanted our edition to be: a mirror, a megaphone, and a movement.

As the third global edition following Allure US and Allure Korea, and proudly the first in Southeast Asia, Allure Philippines arrives with unparalleled authority and a distinctly Filipino voice. We stand on the shoulders of a media brand known for decades of editorial excellence, yet we’re here to continue a legacy of expert-backed, intelligent, inclusive journalism that educates, empowers, and informs. Because this isn’t just a milestone—it’s a mission.

Allure Philippines isn’t just about what’s trending—it’s about what’s true. Yes, we love transformative lipsticks, swoon-worthy packaging, and breakthrough ingredients. But we’re here to do so much more: to shift the lens, question inherited ideals, and champion beauty that’s honest, expansive, and proudly our own. We’re retiring outdated narratives and putting center stage the shades, shapes, and stories long overlooked.

This debut issue is proof.

Inside, you’ll find the stories I’ve always longed to see in beauty media. Our cover story—The Filipino Now: Made for the World—features two global forces: Heart Evangelista and Bretman Rock. Two different journeys, one powerful message: Being Filipino isn’t a limitation. It’s a superpower.

You’ll also discover The Morena Manual, an Allure Philippines exclusive section I personally championed to be part of our editorial DNA. It’s part guide, part manifesto—and a wholehearted celebration of morena beauty, intentionally created for skin tones that have been sidelined for far too long. We proudly spotlight morena icons and morena achievers—trailblazing Filipinas who have broken barriers and prove that success and beauty come in every shade.

Behind every great beauty product, treatment, or wellness breakthrough is an expert making it possible. In Meet the Expert, we give you direct access to the minds shaping the beauty world—the dermatologists, cosmetic chemists, makeup artists, industry leaders shaping the beauty world. Consider this your direct line to the pros.

Because beauty and social responsibility are inseparable in our eyes, we introduce Forces of Good. Here we celebrate people and organizations using beauty as a force for positive change. Brands That Matter is another cornerstone of Allure Philippines. We’re cutting through the clutter to showcase labels that stand for something more. Consider this our hall of fame for products with purpose.

We’re elevating homegrown wellness with The Balanced Life, celebrating rituals that nurture mind, body, and spirit. At the same time, we’re saying goodbye to “whitening” and “anti-aging.” These outdated terms don’t belong here. Age isn’t a flaw to erase—it’s a privilege to embrace. Brown is not a shade to lighten—it’s kayumanggi, our heritage, vibrant and proud. At Allure Philippines, our words will always be empowering, inclusive, and proudly Filipino.

Editorial integrity is our north star. Trust that every recommendation, every tip, every story has been vetted for truth and relevance. If we say a product is great, it’s because we genuinely love it—not because we’ve been paid to promote it. In a world oversaturated with quick takes and paid praise, our pages remain a trusted space for honest, expert-driven beauty journalism. We do the research, consult the experts, and test everything ourselves so you can make informed choices with confidence.

What others may view as a feather in my cap, I view as a responsibility I carry deeply—as a woman, a Filipina, and especially as a mother raising two daughters. I truly believe that what we consume shapes who we become, so here’s my promise: Everything you’ll find in Allure Philippines will be guided by integrity, purpose, and heart. We’re not here just to sell beauty—we’re here to investigate it, challenge it, and celebrate it. Together.

Thank you for holding this first issue in your hands, or scrolling through it online. We hope to earn a place not just on your coffee tables, but in your conversations, your causes, and your lives. This isn’t just a new magazine; it’s the start of a movement—one that changes not only how beauty is seen but how it’s defined.

Welcome to Allure Philippines.

Where beauty meets truth.

Where purpose meets power.

And where beauty, finally, looks like us.