Allure
Allure is an American beauty and wellness media brand originating from the magazine of the same name.
Last updated August 26, 2026
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Overview
Allure is an American beauty-focused media brand that began as a print magazine and later expanded into digital publishing and multi-platform content. Its coverage includes skincare, makeup, haircare, fragrance, body care, wellness, and beauty culture, serving consumers seeking product information, trends, and expert advice. Founded by Linda Wells in 1991, the brand later became part of Condé Nast. Allure’s editorial work combines product reviews, industry reporting, interviews, trend coverage, and service journalism. As audiences shifted toward digital platforms, the brand broadened beyond the traditional magazine into a website, social media, video, and other digital formats. Its annual beauty awards and related editorial programs have also contributed to its influence in the beauty-media sector. Available information supports its classification as a media brand rather than a cosmetics manufacturer or retailer.
History
Allure was launched in the United States in 1991 by Linda Wells as a specialist magazine focused on beauty and related lifestyle subjects. From its early years, it distinguished itself by placing beauty products, skincare, makeup, haircare, and beauty-industry reporting at the center of its editorial proposition rather than treating beauty as a secondary fashion topic. The brand later became part of the Condé Nast publishing group. With the growth of digital media, Allure expanded from a primarily print publication into a broader media operation spanning its website, social platforms, video, and other digital channels. Its editorial scope also widened to include product reviews, trend analysis, industry news, cultural reporting, and consumer service journalism. Annual programs such as the Allure Beauty Awards strengthened its role in product discovery and beauty purchasing decisions. Jessica Cruel became editor in chief in 2021 and is the current editorial leader identified in the available public sources.
Products and positioning
Professional beauty media and consumer beauty guide
Beauty magazine · 1991
Allure magazine
Allure’s core publication covers skincare, makeup, haircare, fragrance, the beauty industry, and related culture through reviews, trend reporting, and consumer guidance.
Beauty product awards and editorial projects
Allure Beauty Awards
Allure’s annual beauty product awards program uses editorial testing and evaluation to recommend notable products across beauty categories.
Recent events
Reported
Allure partners with YouCam Makeup for virtual makeup experiences[4]
Allure partnered with the YouCam Makeup app to let users virtually try makeup looks featured in Allure issues and shop products curated by its editors in the app.
Reported
Deck of Scarlet eyeliner wins Allure Best of Beauty Award[5]
Deck of Scarlet announced that its Dual Drama Liquid Eyeliner won its first Allure Best of Beauty Award. The award recognition was for the eyeliner product.
Reported
ZOYA products win two Allure Best of Beauty Awards[6]
ZOYA announced that Alyssa won “Best Red Nail Polish” and Remove Plus won “Best Nail Polish Remover” in the Allure Best of Beauty Awards.
Sources7 sources
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