MGLI BRANDS Allure Philippines
A Mirror, a Megaphone, and a Movement.
In June 2024, the entire beauty industry was moved with the announcement: Allure, the Beauty Expert is finally arriving in the Philippines. Following the footsteps of Allure US and Korea, Allure Philippines marks the brand’s third edition and its first foray into the Southeast Asian region, seeking to spotlight the region’s vibrant diversity.
The license was granted through a partnership with Mega Global Licensing Inc. (MGLI), under AGC Power Holdings Corporation (AGC PHC), the country’s largest publishing house, renowned for its multi-generational expertise in prestige publishing.
With a booming beauty market, a rising wave of homegrown brands, and an increasingly discerning generation of consumers, the arrival of Allure Philippines comes at a perfect time. Chairman and CEO of AGC PHC and Allure Philippines, Archie G. Carrasco highlights a growing challenge in today’s beauty landscape: the oversaturation of information, which often clouds authenticity and integrity. Allure Philippines steps in to cut through the noise, anchoring itself on the brand’s legacy of expert-backed tips, science-driven insights, and inclusive narratives.
Pioneering Leadership
Leading Allure Philippines is beauty industry veteran Rissa Mananquil Trillo. A former beauty columnist, published author, award-winning entrepreneur, and UN Women champion, she has long been a trusted voice in the industry. With a career spanning modeling, entrepreneurship, and beauty journalism, she brings a deep understanding of beauty’s evolving landscape. Under her leadership, Allure Philippines champions integrity, inclusivity, diversity, empowerment, and uncompromising editorial excellence, shaping the future of beauty for the next generation.
Where beauty, finally, looks like us
Allure launched in the Philippines on April 30, 2025, immediately sparking not just a nationwide, but a global conversation. Called “The Filipino Now”, the maiden issue of Allure Philippines highlights the significant contributions of Filipinos in the global scene: Influential. Impactful. Globally Present. International style figure Heart Evangelista and social media powerhouse Bretman Rock front the cover as icons of beauty. Unapologetically themselves, they embody what it means to be a “Filipino Now:, authentic, bold, fearless, and redefining what it means to carry the Philippines’ name on the world stage.
Within the pages of Allure Philippines unfold a narrative of authenticity. Leading the conversation is “The Morena Manual”, a standout section exclusive to the Philippine edition that celebrates real Filipino beauty. Stories include expert tips for morena skin, studies about melanin, a deep dive into the Filipino nose, and an exploration of beauty standards. A manifesto of pride is written as an ode to the women who came before and a message to the next: morena beauty is legacy, identity, and power.
Allure Philippines isn’t just a title—it’s a force shaping the future of beauty, empowering Filipinos to embrace their identity and see it as their greatest strength. It’s a catalyst for change, breaking barriers and challenging stereotypes. More than a brand, it’s a movement that strives to change not just how beauty is seen, but how beauty is defined.
“This is where beauty meets truth, purpose meets power, and this is where beauty, finally, looks like us.” – Rissa Mananquil-Trillo, Editor-in-Chief, Allure Philippines.
The House of Experts
The Allure Philippines launch is grounded on the concept of “House of Experts”, exemplifying its expertise in beauty journalism.
“You belong at the center of beauty. Not at its sidelines. Not as an afterthought. At Allure Philippines, we see you, we celebrate you, and we are here to tell your stories—intelligently, inclusively, and unapologetically. Welcome to your new home in beauty.” says Allure Philippines Editor-in-Chief, Rissa Mananquil-Trillo.
Digital and Circulations
Distribution Channels
Print: allure.ph, Lazada, Shopee, Subscriptions
Digital: allure.ph/emag