Allure
Allure is a Condé Nast-owned beauty media brand (founded 1991) that publishes editorial content, runs the annual Best of Beauty and Readers' Choice Awards, and operates the Allure Beauty Box subscription. It serves beauty consumers with expert product recommendations and beauty brands with advertising and affiliate commerce channels.
- Company typePrivate
- Founded1991
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Allure does
Allure is a beauty-focused media brand founded in 1991 and operated as a publication of Condé Nast, headquartered in New York City. The company delivers editorial content — articles, video, newsletters, and trend coverage — across skincare, makeup, hair, nails, fragrance, and wellness categories, primarily through its owned digital platform at allure.com and supplementary channels including email, Instagram, TikTok, Facebook, Pinterest, and Twitter. Allure runs two flagship annual franchises: the Best of Beauty Awards (with 352 winners across 14+ categories in 2025, drawn from testing of over 7,000 products over 24 weeks) and the Readers' Choice Awards (with 72 winners announced in May 2026). The brand also publishes The Melanin Edit, an editorial section targeting Black women and women of color, and maintains the proprietary Clean Beauty Standard developed with toxicologists, dermatologists, and chemists that excludes specified ingredients including parabens, phthalates, sulfates, and formaldehyde.
The core technology is a digital content publishing platform with integrated affiliate commerce infrastructure linking to retailers such as Amazon, Sephora, Nordstrom, Ulta Beauty, Revolve, and Dermstore. Allure operates international editions in Korea (allurekorea.com) and the Philippines (allure.ph), extending its geographic footprint across North America and Asia-Pacific.
The business model combines three revenue streams: (1) advertising and sponsorships with beauty brands seeking access to Allure's engaged audience; (2) affiliate commerce commissions earned through shopping links embedded in editorial product recommendations; and (3) the Allure Beauty Box subscription product, offering curated monthly beauty product selections at promotional pricing tiers ($19.99 for new subscribers with stated retail value exceeding $150, or $15 with promotional code ALLURE50). Allure primarily serves two customer segments: beauty enthusiasts and consumers seeking expert-verified product recommendations, and beauty brands and advertisers seeking targeted access to that consumer audience. Revenue and ARR are not separately disclosed; Allure operates as an integrated brand within the privately held Condé Nast corporate structure without external venture funding.
Allure firmographics
Firmographics- Name
- Allure
- Legal name
- Condé Nast
- Website
- https://allure.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Allure is a Condé Nast-owned beauty media brand (founded 1991) that publishes editorial content, runs the annual Best of Beauty and Readers' Choice Awards, and operates the Allure Beauty Box subscription. It serves beauty consumers with expert product recommendations and beauty brands with advertising and affiliate commerce channels.
- Ownership category
- akta.pro rank
Where Allure is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Allure business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D
Revenue model
- Advertising and sponsorships: Allure generates revenue through display advertising, sponsored content, and brand partnerships integrated into editorial content. The publication offers advertising packages to beauty brands seeking to reach its engaged beauty enthusiast audience.
- Affiliate commerce: Allure earns commissions from product sales through affiliate links to retailers including Amazon, Sephora, Nordstrom, Ulta Beauty, and others. The publication features shopping links and product recommendations that drive e-commerce transactions.
- Beauty box subscription: The Allure Beauty Box is a subscription product offering curated beauty samples and full-size products. New subscribers pay $19.99 for boxes with stated retail value exceeding $150. Annual subscription options with bonus bundles are also available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | New subscriber box with $150+ retail value |
| Subscription | Monthly | Promotional pricing with code ALLURE50 |
| Subscription | Annual | Annual subscription with bonus bundles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Allure product offering
Product offeringCore offering
Allure is a beauty media brand that publishes editorial articles, product reviews, trend coverage, and video content on allure.com, administers annual Best of Beauty and Readers' Choice awards, and sells the Allure Beauty Box — a monthly curated subscription of beauty samples and full-size products at promotional pricing. The brand is owned and operated by Condé Nast and reaches consumers globally, including through international editions in Korea and the Philippines.
Product overview
Allure is a beauty media publication operated by Condé Nast, offering a portfolio of content-driven products including editorial articles, video content, and newsletters, as well as the Allure Beauty Box subscription service. The company conducts two major annual awards programs—the Best of Beauty Awards (featuring 352 winners across 14+ categories in 2025) and the Readers' Choice Awards (72 winners in 2026). Allure also publishes its proprietary Clean Beauty Standard and maintains The Melanin Edit, an editorial section focused on beauty content for melanin-rich audiences. The publication covers makeup, skincare, hair care, nails, fragrance, and wellness across its digital platform.
Differentiator
Problem solved
Functional benefit
Brands
- Allure Beauty Box: A subscription box service offering curated beauty products to subscribers.
Products and services
- Allure Beauty Box Monthly subscription box delivering curated skincare, makeup, hair, and wellness samples and full-size products from brands such as Rose Inc, Grown Alchemist, Wakse, Skinfood, and Lumē; new-subscriber offer at $19.99 with stated retail value exceeding $150, and promotional pricing at $15 with code ALLURE50 versus $125+ retail value; annual subscription tier includes bonus bundles from brands such as L'Occitane, First Aid Beauty, and Color Wow.
Quantifiable outcome
- 352 Best of Beauty winners across 14+ categories in 2025
- +1 more outcomes
Companies that use Allure
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Allure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Allure partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Allure competitors and assessment
Company assessmentDirect peers
- Refinery29: Vice Media-owned digital media brand with a significant beauty vertical featuring editorial content, product reviews, and trend coverage targeting millennial and Gen Z women — overlapping Allure's audience and content mix.
- Byrdie: Dotdash Meredith-owned digital beauty publication covering skincare, makeup, hair, and wellness with editorial product reviews and SEO-driven shopping content — directly comparable to Allure's editorial-plus-affiliate model.
- The Zoe Report: Beauty and lifestyle editorial brand owned by BDG (Bustle Digital Group) covering product discovery, trend forecasting, and shopping recommendations — operates in the same editorial-to-affiliate funnel as Allure.
- Coveteur: Independent beauty and lifestyle editorial brand known for in-depth product coverage, celebrity beauty features, and curated shopping content — comparable scope to Allure's editorial offering.
- Into the Gloss: Beauty-focused editorial site originally built around reader product routines, now part of Glossier. Directly comparable as a digitally-native beauty publication focused on expert product curation and reader community.
Broad incumbents
- Elle: Hearst-owned global fashion and beauty magazine with extensive beauty product coverage and shopping content. Like Vogue and Bazaar, it competes with Allure in prestige beauty but is broader in editorial scope.
- Vogue: Condé Nast flagship fashion publication with a sizable beauty vertical. Sister brand to Allure within the same parent, it covers fashion first and beauty second — broader in scope and more luxury-skewed than Allure's beauty-first focus.
- Harper's Bazaar: Hearst-owned fashion and beauty publication covering beauty product launches, trend stories, and shopping features. Competes with Allure in prestige beauty editorial but anchored in fashion rather than beauty-first positioning.
- Glamour: Condé Nast women's interest publication covering beauty, fashion, and culture. Direct corporate sibling to Allure with overlapping beauty editorial, though Glamour's audience skews more mass-market than Allure's prestige positioning.
Others
- Beauty Independent: B2B trade publication covering the independent beauty brand ecosystem — adjacent rather than competitive with Allure's consumer-facing editorial, but operates in the same beauty media category and shares the same advertising and PR client base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Allure social profiles
Digital presenceAllure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Allure leadership team
Management profileNumber of profiles
Profiles1 record
Allure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Allure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Allure
What does Allure do?
Allure is a beauty media brand that publishes editorial articles, product reviews, trend coverage, and video content on allure.com, administers annual Best of Beauty and Readers' Choice awards, and sells the Allure Beauty Box — a monthly curated subscription of beauty samples and full-size products at promotional pricing. The brand is owned and operated by Condé Nast and reaches consumers globally, including through international editions in Korea and the Philippines.
Is Allure a public or private company?
Allure is a private company. It is classified as corporate owned and is currently operating.
When was Allure founded?
Allure was founded in 1991. It employs 51 to 100 people.
Where is Allure based?
Allure is headquartered in New York, United States, in the North America region.
How does Allure make money?
Three revenue lines are on record. Advertising and sponsorships are the primary driver. The others are affiliate commerce and beauty box subscription.
Who are Allure's main competitors?
Direct peers on record are Refinery29, Byrdie, The Zoe Report, Coveteur and Into the Gloss. Broad incumbents are Elle, Vogue, Harper's Bazaar and Glamour. Beauty Independent is listed as an others.
Does Allure have an API?
No public API is recorded for Allure.