Allure, the Condé Nast-owned beauty publication, is expanding its global footprint with the launch of a Philippines edition, marking the brandâs second foray into Asia following its Korean edition.
The magazine, which released its first issue today, is published through a licensing agreement with Mega Global Licensing Inc., a Manila-based firm that also licenses Vogue Philippines.
The new edition will be led by Rissa Mananquil Trillo, a beauty industry veteran and the founder of Filipina-focused skincare brand Happy Skin, who was appointed editor-in-chief in November 2024. Mananquil Trillo hopes to leverage the legacy title to redefine what âbeauty looks like for Filipinos today â giving space to our own stories, our skin tones, our rituals, and our identities,â she said in a statement to The Business of Beauty.
âWeâre here to raise the standard, challenge the narrative, and make sure the world sees the richness of Filipino beauty â because weâve always belonged on the global stage,â Mananquil Trillo added.
The inaugural issue, out today, features actress Heart Evangelista alongside social media personality Bretman Rock. Its cover story, titled The Morena Manual, explores evolving Filipino beauty ideals, focusing on melanated skin.
Recurring sections include The Beauty Brief, for makeup service; Meet the Expert, spotlighting industry professionals; A Balanced Life, covering wellness and mental health; and Beyond Beauty, which will explore sociocultural issues such as lookism discrimination in the workplace. The edition will publish three issues annually, with content distributed across its website and Instagram.
Allureâs entrance into the Philippines aligns with Condé Nastâs broader push to tap into high-growth emerging markets. With a young population, increasing GDP, and a thriving digital landscape, the Philippines represents a key opportunity in Southeast Asiaâs expanding beauty and media economy.