1994: Morena skin makes it to beauty ads 

Brown-skinned actress and accomplished equestrian Mikee Conjuangco became an endorser for skin care brand Eskinol, dismantling decades of the fair-skinned beauty ideal.

1995: Modern aesthetic procedures arrive in the Philippines 

Dr. Vicki Belo’s Belo Medical Group revolutionized the local beauty industry by opening the first accredited ambulatory cosmetic “surgi-center” in the country. The phrase “Nagpa-Belo siya!” (“She got Belo’d!”) made its way into everyday vernacular.

2004: Long, straight hair becomes the standard

Jaja and Boomboom Gonzales—known collectively as the JaBoom Twins—were featured in a commercial for shampoo brand Rejoice, starting a trend of long, straight hair that was described as “sumusunod sa galaw ko” (“moves with my every move”). The real winners were salons, which saw a surge in hair-rebonding treatments.

2005: The Filipina supermodel dominates international fashion

Decades after Anna Bayle ruled the fashion capitals, Charo Ronquillo placed third in the Supermodel of the World Finals in New York and appeared in major campaigns worldwide, paving the way for morena models to thrive in the industry. In 2011, Danica Magpantay won the award.

2013: Masstige F-beauty is born 

In a market dominated by drugstore and high-end cosmetics, Happy Skin distinguished themselves with their skin care ingredients, mid-range price point, and aspirational branding, setting a precedent for F-beauty powerhouses. Notable later launches include Sunnies Face in 2018 and Issy & Co. (now Issy) in 2019.

2015: The Miss Universe crown returns to the Philippines 

Pia Wurtzbach brought home the crown after 42 years (Margie Moran was the last Filipino Miss Universe in 1973), inspiring generations to never give up on their dreams. In 2018, Catriona Gray became the fourth to win Miss Universe for the Philippines.

2016: #ProudMorena gains traction online

Host Bianca Gonzalez called out an online bully for calling her six-month-old morena daughter “ugly,” starting a conversation that included educating misguided brands and posting celebratory selfies. The hashtag now has over 100,000 posts collectively on Instagram and Facebook.

2018: Kulot and proud of it

The Curly Girl Method by New York hairstylist Lorraine Massey goes viral, empowering more curly-haired Filipinas to embrace their natural hair texture. RIP to the outdated saying “pag kulot, salot” (“curly hair is cursed”).

2021: F-beauty goes global

The pandemic accelerated digitization, making Filipino brands became more accessible overseas. Pili Ani was the first local brand to join Allure US’ Best of Beauty Box in 2021. Sunnies Face became the first Filipino brand awarded with the Allure US Best of Beauty Awards’ red seal as Fluffmatte in Major won Best Matte Lipstick of 2022.

2025: Allure launches in the Philippines

Beauty continues to grow in parallel with the influencer industry, opening up the table for inclusive conversation. This also means it is becoming increasingly unregulated, and consumers are demanding for greater transparency. Allure Philippines launches at a pivotal time, bringing in 30 years of beauty journalism as a trusted voice in the local industry.

Editor’s Note: Rissa Mananquil Trillo, Editor in Chief of Allure Philippines, co-founded Happy Skin in 2013 but officially exited the brand after eight years in 2021. She has had no involvement in the brand since her departure.

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