Allure

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.

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

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• Xx.com/allure_magazine
• Facebookfacebook.com/allure
• Instagraminstagram.com/allure
• TikToktiktok.com/@allure?lang=en
• Pinterestpinterest.com/alluremagazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allure