What We Learned About Hair From The Allure Beauty Congress

For three whole days during the first-ever Allure Beauty Congress held on November 21 to 23, 2025 at RCBC Plaza, Makati, beauty experts wove in and out of the event grounds, sharing their expertise and knowledge through Allure Conversations and Masterclasses, and through personal interactions with lucky guests.

With such an esteemed lineup of beauty experts gracing the event, the amount of beauty advice and wisdom we took home was legendary. Here, we list down our top four takeaways on hair care from the three-day gathering.

1. Filipino hair is not just straight—it’s diverse. And so are Filipino hair habits.

Contrary to popular belief, Filipino hair does not just cascade down in fine, straight lines. Rather, it comes in different hair shapes and, as discussed in Strand by Strand: The Science and Secrets of Filipino Hair, an Allure Conversation supported by Cream Silk, it’s inherently diverse.

“The Philippines has a lot of different hair ancestries,” says Anna Tongco, Unilever product research and development lead. “It’s not just stick-straight, like East Asian hair. It’s not tight and curly like Austronesian hair. It’s a blend of both.”

Betty Uy Chan

And this diversity is something that is more recognized nowadays: “Before, puro straight hair lang sa TV. Now, parang iba’t-ibang types of hair, which I love,” drag performer Arizona Brandy shares.

Tongco also explains that Filipinos have different hair habits, even from our neighbors in Southeast Asia. “Filipinos have the highest hair washing frequency in Asia, “ she says, adding, “Can you blame us? Ang init.” We also enjoy using a wider variety of hair products. “I’d say each Filipina actually uses at least two,” she says. “A lot of other Asian countries usually stick to just one.”

2. Scalp health is extremely important.

If the skin’s microbiome plays a critical role in keeping it healthy, the same goes for hair—except in this case, the hair’s microbiome is the scalp.

Tongco also tackles the importance of scalp health. “The scalp is the foundation of our hair,” she shares. “The scalp microbiome is different from your skin’s microbiome. It’s got its own thing going, which will influence how your hair ends up looking.”

She also adds that scalp health is one of the hottest topics and spaces right now in Filipino hair, with a lot of attention being paid to it currently.

That’s why it was also touched on in The Root Cause: The Real Story Behind Hair Fall, an Allure Conversation supported by Dove, where Drolah Sanchez, MD, shared that scalp care has been a focal point for individuals going through hair fall or hair loss. According to Dr. Sanchez, hair fall doesn’t only happen in old age—it can also occur in your 20s and 30s, with genetics, hormones, and lifestyle habits increasing your risk.

Model and beauty enthusiast Bianca Ferro candidly shared that hair fall and hair loss runs in her family. “So I make sure my scalp takes a rest,” she says. “I treat my scalp like an organ.” Her favorite way to give her scalp a break? “A good scalp massage, with a hair mask that has argan oil.”

3. Conditioner is a crucial part of any hair-care routine.

Don’t skip your conditioner! Tongco adds that a conditioner—no matter how simple—is formulated to do double duty. “The main purpose of conditioner—and it’s designed this way on a chemical level—is to detangle,” explains Tongco, speaking from years of experience inside the laboratory.

“Tangling is typically where a lot of initial hair damage comes from. Having just a simple conditioner step is really helpful, not just to address damage that is already there, and to fill in those cracks and gaps on the outside, but to prevent future damage.”

They are also quite easy to use. “You don’t even have to leave it on, because the product will work immediately once it’s on your hair,” Tongco advises. For those who are just building their hair care routine, she says that, no matter what your hair shape is, a conditioner is very useful and important for repairing and preventing damage.

4. Good hair starts with knowing your strands and lifestyle.

Professional hairstylist and entrepreneur Lourd Ramos shares that one of the biggest misconceptions Filipinos have is thinking they already know their hair when in reality, they barely know how to properly take care of it. In the Allure Masterclass titled Total Look Blueprint: Mastering Hair and Makeup for the Filipina Today, he breaks it down: Great hair doesn’t start with trends, it starts with understanding. The right shampoo and conditioner can only do wonders if you actually know what your hair needs. Your daily routine and lifestyle also matter because even the prettiest-looking hair doesn’t stay that way without proper TLC.

Ramos also stresses that hair is a team effort. When a client shows him inspo for their dream hairstyle, he first checks if they can maintain it before giving them their desired look. “I ask about what they want to achieve and their lifestyle to know if they can take care of it and give them what suits them best,” he shares. After all, what’s the point of a gag-worthy look if your hair gets completely ruined a week later?