Special Features

More Than Skin Deep: What Allure Philippines Means for Filipino Moms Raising Daughters

by Kevyn Gohu
May 5, 2025

Allure Philippines shines a beacon for moms as they guide their daughters through a landscape where beauty has an ever-changing definition

In a country where beauty standards have long leaned toward the Eurocentric and unattainable, the launch of Allure Philippines signals a refreshing and much-needed shift. Known globally for redefining beauty through authenticity, diversity, and unapologetic self-expression, Allure’s Philippine edition arrives not just as a glossy new title on the shelves — but as a cultural moment. And for Filipino mothers raising daughters, it’s a meaningful one.

Allure Philippines As The Cornerstone of Pinay Beauty

For the readers of Modern Parenting, this new sister title presents a unique opportunity: to raise girls who see beauty not just as an achievement, but something to embrace. Allure Philippines isn’t just about makeup tutorials or skincare trends (though those are fun and inspiring, too); it’s about creating a safe and inclusive space where young Filipinas can see themselves reflected and celebrated—morena skin, curly hair, stretch marks, and all.

In a time when social media often dictates beauty ideals, Filipino moms are looking for tools to help their daughters navigate self-image and self-worth with grace and confidence. Allure Philippines can be that tool. With its focus on real stories, local voices, and culturally relevant conversations, it encourages open dialogue at home about what it truly means to feel beautiful — from the inside out.

And who better to head the beauty media brand than three industry veteran moms? Rissa Trillo stands at the helm as the editor in chief of Allure Philippines, and she’s joined by two multi-hyphenate moms: Trina Epilepsia Boutain, beauty editor and Lia Cruz, features writer who introduced Allure Philippines’ maiden issue.

Release Of The Maiden Issue

With its official launch last April 30, 2025 at The Peninsula Manila, Allure Philippines gathers beauty experts and advocates of Pinay beauty (some of whom are moms) to share their thoughts. Its first step comes in the form of its maiden issue with its cover story — The Filipino Now: Made for the World. Featuring international style figure Heart Evangelista and social media powerhouse Bretman Rock, it sends a message: Being Filipino is a superpower. And for many Filipino moms out there struggling to answer why being Filipino is a good thing to their kids, this issue may as well be the answer.

Witnesses to Allure Philippines’ launch include moms Bianca Gonzalez, Iza Calzado, Tweetie de Leon, Bambi del Rosario Young, Margaux Lucena, Rachelle Bravo, Nikki Tang, Katarina Rodriquez, Stephanie Zubiri, and Phoemela Baranda.

Allure Philippines also dethrones the long-time “fairness of skin” as the ultimate criterion of Pinay beauty by debuting The Morena Manual — an exclusive section. “It’s part guide, part manifesto — and a wholehearted celebration of morena beauty, intentionally created for skintones that have been sidelined for far too long,” Rissa explains in her editor’s note.

Breaking the boundaries of beauty

More than just a beauty magazine, Allure Philippines is a potential bridge between generations. It invites mothers and daughters to bond over shared rituals—skincare routines, favorite lipstick shades, or simply reading an article together—while also opening the door to deeper discussions on self-acceptance, confidence, and womanhood.

For Filipino mothers, this is more than a media milestone. It’s a powerful platform for helping daughters grow up in a world where they don’t have to fit in—they just have to show up as themselves.