The magazine that shredded its own prototype to find its true identity
In short: Before it became a beauty authority, Allure almost never existed. After its initial prototype was destroyed, the publication underwent a total overhaul—including a new logo—to launch in March 1991. This transformation paved the way for a brand that would eventually reach over one million readers.
Founded in 1991 by Linda Wells, Allure was born from a concept developed alongside Condé Nast executives S.I. Newhouse Jr. and Alexander Liberman. Wells, who previously served as a beauty and food editor at The New York Times Magazine, helped steer the publication through significant structural changes. In its early days, the magazine featured an oversized format, but this proved impractical for grocery store checkout slots, forcing advertisers to resize their work. After just four issues, the magazine transitioned to a standard-size glossy format.
The publication built its reputation through rigorous product curation, most notably via its annual Best of Beauty awards. Launched in the mid-1990s by Wells, these accolades help readers navigate a massive market of skincare and cosmetics. To maintain neutrality, the magazine ensures its advertising department has no influence over these selections. In 2019, the brand expanded this authority by introducing the 'Clean Seal' for products meeting specific safety standards.
Under the leadership of Michelle Lee, who took over in 2015, the brand was recognized for prioritizing diversity and inclusivity, earning Adweek's Magazine of the Year in 2017. However, the brand has also faced modern challenges, including a high-profile boycott by singer Halsey in 2021 over the use of incorrect pronouns. Following a period of digital evolution, Condé Nast announced in August 2022 that Allure would transition from print to an exclusively digital brand following its December issue.
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- Summary by Intellect · source: Allure (magazine)
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