As Allure marks the 30th anniversary of its prestigious Best of Beauty Awards, the publication is undertaking a comprehensive retrospective, honoring three decades of influential beauty discoveries, groundbreaking product innovations, and invaluable editorial insights. What began in 1996 as a curated selection within the glossy pages of a print magazine has evolved into a multifaceted digital and in-person celebration. Today, Allure‘s Best of Beauty winners are accessible through an expansive online platform and can even be experienced firsthand at the annual Best of Beauty Live event held in New York City. This milestone offers a unique opportunity to examine not only the evolution of the awards themselves but also the profound transformation of the beauty industry over the past three decades.
The inaugural Best of Beauty Awards in 1996 were a testament to Allure‘s commitment to identifying exceptional products in a rapidly growing beauty landscape. The early iterations of the awards reflected the prevailing trends and market offerings of the mid-1990s. Since then, the scale and presentation of the awards have dramatically expanded, mirroring the industry’s exponential growth. Industry forecasts from reputable firms such as Statista and McKinsey highlight this dramatic shift: the global beauty industry, estimated at under $100 billion in the mid-1990s, has surged to an estimated $450 to $500 billion today. This impressive expansion underscores significant advancements in product innovation, market accessibility, and a heightened focus on inclusivity and diversity within the beauty sector.
A core element of Allure‘s 30th-anniversary commemoration is the reclamation of timeless beauty wisdom. In an era dominated by fleeting social media trends and viral "hacks," the publication is revisiting the enduring advice gathered from seasoned makeup artists backstage at fashion shows, whispered in product testing rooms, and meticulously noted by editors in an age when pen and paper were still the norm. These "small, transformative tricks" have quietly shaped how countless individuals perceive and approach beauty, offering a tangible connection to the artistry and expertise that have long underpinned the industry.
To commemorate this significant milestone, Allure has gathered insights from 30 past and present editors, who share the enduring beauty wisdom that has remained with them throughout their careers. These tips span a wide array of concerns, from achieving smudge-proof, long-lasting eye makeup and naturally defined brows to techniques for instantly brighter skin and overall complexion enhancement.
Mastering the Art of Eye Makeup: Longevity and Definition
Achieving eye makeup that withstands the test of time and enhances natural features has long been a focus for beauty enthusiasts and professionals alike. Allure‘s editors have curated a collection of expert advice that addresses common challenges and offers effective solutions.
Michelle Lee, who served as Editor in Chief from 2015 to 2021, offers a practical solution for those with straight lashes: "If you have short, straight lashes like I do, always use waterproof mascara. You’ll get upturned lashes…that actually stay that way all day." This straightforward recommendation addresses a persistent issue for many, ensuring that mascara holds its curl and definition throughout the day.
Victoria Kirby, a Beauty Editor from 2006 to 2010, shared a technique that transcends traditional eyeliner application. She advocates for using black powder eyeshadow with a stiff square liner brush to line the top lids. By "smush[ing] the tops of the bristles into my lash line from both above and below my lashes, thickening the line as I move outward," Kirby achieves the illusion of fuller lashes and a subtle lift at the outer corners. This method offers a softer, more blended line than traditional liquid or pencil liners, contributing to a naturally enhanced eye.
Liana Schaffner, an Associate Editor from 2005 to 2010, recalls a pivotal backstage moment that redefined her approach to mascara. A makeup artist advised that mascara’s purpose was not merely to enhance lashes but to enhance eye shape. This revelation led Schaffner to alter her application technique, focusing solely on the outer lashes for an "elongated, wing-y effect." This strategic application allows for a more sculpted and lifted appearance without the heaviness of applying mascara to every lash.
Sasha Charnin Morrison, Fashion Director from 1999 to 2006, attributes her steady hand for eyeliner to a simple, yet effective, strategy: "no caffeine until after liner application!" This anecdote, shared during her interview with founding editor Linda Wells, highlights the importance of a steady hand for precise eyeliner application, a skill often honed through practice and controlled conditions.
Effortless Polish: Timeless Makeup Techniques
Beyond specific product applications, many enduring beauty tips focus on achieving an overall polished and refined makeup look with ease. These techniques often involve simple yet impactful steps that elevate the everyday makeup routine.
Meirav Devash, Articles Editor from 2004 to 2008, offers a classic and universally applicable tip for lipstick wearers: after applying lipstick, place a clean finger in your mouth and pull it out. This simple act removes excess product from the inner lip, preventing the common and undesirable transfer of lipstick onto teeth.
Sophia Panych, Deputy Digital Beauty Director and now Content Director, shares a crucial step for ensuring the longevity of powder-based complexion products. Panych advises dusting a thin layer of setting powder over foundation or concealer before applying powder bronzer or blush. This barrier prevents the creamy base products from "eating away at your blush or bronzer," ensuring a more seamless and lasting application. This tip, learned from makeup artist Tom Pecheux backstage at fashion week, has become a daily staple in her routine.
Jessica Cruel, Editor in Chief since 2021, champions a multi-layered approach to achieving a dewy, long-lasting glow. Her method involves applying face oil to the high points of the face, followed by a cream highlighter, then foundation, concealer, blush, and contour. The final step is a layer of highlighter powder on top, creating a dimensional, luminous finish that endures.
Rachael Wang, Fashion Director from 2016 to 2017, learned the art of shaping brows from observing numerous makeup artists. Her technique involves applying tinted brow gel by first brushing brows downwards to coat the upper side of the hairs, then upwards to coat the underside. This method achieves a naturally fluffy, full brow effect, similar to the iconic look popularized by Brooke Shields. Wang notes that this technique can also be applied to mascara for a similar lifting effect.
Brennan Kilbane, a Senior Writer from 2017 to 2021, credits makeup artist Isamaya Ffrench with the advice to use brow products with gray undertones. This seemingly subtle detail allows for the simultaneous application of color to both the brow hairs and a soft shadow beneath them, creating a more natural and multidimensional appearance. Kilbane even humorously applies this technique to his mustache, likening the effect to "faux Freddie Mercury."
Lori Segal, Research Director from 2008 to 2021, offers a quick fix for tired eyes. Dabbing a shimmery neutral eyeshadow onto the inner corners of the eyes can instantly brighten and awaken the gaze, even without the application of mascara. This simple trick provides an immediate boost of radiance, making the eyes appear more open and alert.
Talia Gutierrez, an Editorial Assistant from 2019 to 2024, emphasizes the importance of blending when applying cream bronzer. She advises applying the product in sheer layers with a soft tapping motion, blending upward to lift the face. Gutierrez stresses the value of diligent blending, suggesting that "when you think you’re done blending, blend a few more times."
Dianna Singh, Senior Beauty Editor and Features Director, offers a playful yet effective strategy for dealing with unexpected breakouts: "If you have a breakout, skip the multi-step concealer routine and put on some red lipstick. On your lips, to be clear. We call this creating a diversion!" This clever tactic diverts attention from the blemish by drawing focus to the lips.
Skin-Care Secrets for Transformative Results
The pursuit of healthy, radiant skin is a constant in the beauty world, and Allure‘s archives are rich with advice that has stood the test of time. From the foundational importance of serums to the everyday rituals of cleansing and moisturizing, these tips offer practical guidance for achieving a visibly improved complexion.
Linda Wells, Founding Editor in Chief from 1991 to 2015, imparts a crucial piece of advice regarding serum usage: "When you’re using a serum, especially one with vitamin C, don’t try to stretch out the life of the bottle. Use it lavishly." Wells explains that the active ingredients in serums begin to degrade the moment they are exposed to oxygen, underscoring the importance of timely and generous application to maximize their efficacy.
Jenny Bailly, Executive Beauty Director since 2013, offers a profound perspective on self-perception and skincare. She encourages readers to view their faces with "openness and appreciation, and affection," suggesting that a positive self-image is the ultimate beauty enhancer. As a secondary, tangible tip, Bailly highlights the transformative power of SkinCeuticals C E Ferulic, recommending four to five drops massaged into the skin before sunscreen each morning for significant skin improvement.
Paul Cavaco, Creative Director from 1999 to 2016, proposes an alternative cleansing method: applying cream cleanser to dry skin before rinsing. He finds that this approach leaves the face "much cleaner" than the traditional method of splashing water on the face first.
Patricia Alfonso Tortolani, Beauty Director from 2003 to 2014, has a long-standing technique for sunscreen application: using a foundation brush. She finds this method to be particularly effective for both adults and children, emphasizing its convenience by keeping a dedicated brush in her beach bag.
Sarah Kinonen, Deputy Beauty Director and Associate Beauty Editor, credits her mother with instilling the importance of a post-bath, head-to-toe lotion application. Kinonen emphasizes that moisturizing immediately after bathing not only feels luxurious but also "locks in hydration instantly, which means super-soft skin and no mid-day itching."
Rajni Jacques, Fashion Director from 2017 to 2021, reiterates the paramount importance of consistent moisturizing, extending beyond the face to the entire body. She advocates for applying moisturizers from arms to feet and elbows to heels, noting that "supple skin makes you look fresh." Her preferred ingredients are all-natural shea butter and coconut oil.
Elizabeth Siegel, Deputy Beauty Director from 2010 to 2025, shares a clever hack for an instant facial boost: after applying hand cream, press the palms of your hands against your cheeks. This simple action imparts a "facial-level dewiness" as you prepare to leave the house.
Amber Venerable, Creative Director since 2022, addresses a critical health concern: "Black people can also get skin cancer, contrary to popular belief, so wear sunscreen and incorporate it into your daily skincare regimen." This reminder underscores the universal necessity of sun protection, regardless of skin tone.
Elevating Hair Care for Optimal Results
The journey to healthy, vibrant hair involves understanding its unique needs and adopting effective styling and care routines. Allure‘s editors have compiled a range of tips that address common hair concerns, from adding volume to managing frizz and maintaining color.
Amy Keller Laird, Beauty Director from 2004 to 2011, offers a detailed method for enhancing loose waves and achieving a beachy texture. She recommends using a flexible-hold mousse, applied in marble-sized dabs throughout the hair. After finger-combing and scrunching, she stresses the importance of not touching the hair until it’s dry to prevent frizz. Once dry, a blast of dry shampoo at the roots and through the underside of the hair, followed by a massage, completes the look.
Lindsy Van Gelder, Chief Writer from 1991 to 2009, provides a solution for those with superfine hair that appears greasy or flat after conditioning. She suggests conditioning and rinsing hair before shampooing, a reversal of the typical routine that can prevent product buildup and maintain hair’s lightness.
Shanna Shipin, Senior Commerce Director since 2022, embraces frizz as a potential styling asset. For those struggling with root volume, Shipin advises a bit of back-combing followed by a flexible-hold hairspray to create lift and texture.
Danielle Pergament, Executive Editor from 2000 to 2018, offers a surprisingly effective tip for at-home bang trims: use fingernail clippers held vertically. Their small size minimizes the risk of error, and the vertical cut creates a "sexy, lived-in vibe."
Alessandra Foresto, managing editor, shares a valuable tip from hairstylist Harry Josh regarding the management of gray hairs. For dark hair with emerging grays, Josh suggested applying a small amount of hair dye, root touch-up, or temporary hair color onto gloved fingers and then gently rubbing the individual strands between them to coat and recolor them.
Pro-Approved Beauty Tricks for Lasting Impact
The accumulated wisdom of beauty professionals often lies in the subtle yet significant tricks that enhance the application and longevity of beauty products. Allure‘s editors have distilled these insights into practical advice that can elevate any beauty routine.
Joan Kron, Contributing Editor at Large from 1991 to 2016, emphasizes the importance of preparing for aesthetic procedures. She strongly advises getting eyebrows professionally waxed or tweezed before consultations for injectables or facelifts. This ensures that practitioners can accurately assess the natural brow shape, preventing over-correction and an unnaturally high brow placement.
Jessica Chia, Executive Beauty Editor from 2016 to 2019, recommends using a crystal nail file. She notes that these files are superior to cheaper alternatives in reducing rough edges and preventing nail breakage, contributing to healthier and stronger nails.
Kristin Perrotta, Executive Editor from 1996 to 2016, offers a clever technique for correcting messy nail polish application, which she dubs "The Sloppy Painter’s Pedicure." After letting the polish dry, she suggests taking a shower and using a finger to scrape away any polish that has transferred onto the skin as the water runs down. This method avoids the risk of removing polish from the nail itself, which can happen when using polish remover.
Jesa Marie Calaor, Editorial Assistant and Senior Beauty Editor, learned a precise eyeliner technique from a makeup artist: to maintain consistent wing angles, flick the pen towards the tail of the brows. The principle is that if the brows are evenly shaped, the eyeliner wings should ideally mirror that symmetry.
Maximizing Fragrance Longevity
The ephemeral nature of fragrance can be a source of frustration for many. Paige Stables, Beauty Editor from 2019 to 2023, offers a multi-pronged approach to ensuring perfume lasts throughout the day. She recommends targeting exposed pulse points like the wrists and neck, and then spritzing a hairbrush with perfume before running it through the hair. This method creates an "unforgettable" scent trail that lingers with the wearer and those around them.
The celebration of Allure‘s 30th Best of Beauty Awards serves as a powerful reminder of the enduring influence of expert advice and the dynamic evolution of the beauty industry. From the foundational tips that have guided generations to the innovative products that continue to shape our understanding of beauty, this milestone offers a rich tapestry of knowledge and inspiration.
