Nicole Morales, Founder and Executive Editor
I read everyone’s letters before I wrote mine. And I couldn’t help but feel deeply proud—not just of the work, but of the people behind it.
Each letter is distinct, shaped by different lives, references, rhythms, generations. And yet, together, they form something unmistakably similar and aligned. I’d say everything is proof of what we often say: The Beauty Edit is you. The Beauty Edit is all of us.
From the beginning, I wanted The Beauty Edit to be a brand built beyond myself. While I may be the founder, I’ve never believed the brand should orbit one person. The real strength of this platform has always been its voices—plural, evolving, reflective of their time.
That’s why I’ve always thought of each person on this team as a representative of their generation: the millennial who grew up in traditional media and learned discipline the hard way; the in-between who bridges analog and digital instinctively; the Gen Z who questions everything, including the systems we once accepted without pause; and the Gen Z who is building confidence, taste, and authority in real time. Different vantage points, shared responsibility.
Working at The Beauty Edit has never been about claiming expertise for its own sake. We know that mastery should always go beyond a title. It’s a commitment to immersion, curiosity, and lived experience. It’s doing the work so we can give our audience—editors, creators, experts, and beauty lovers alike—what they truly deserve: clarity without condescension, intelligence without intimidation, pleasure without emptiness, and well, simply joy and fun.
Over the years, as The Beauty Edit grew from a passion project into a business, I began to recognize patterns—lessons that repeated themselves, which I’ve also recently shared in a podcast with industry icon Myrza Sison.
I realized that growth rarely comes from chasing what’s new—it comes from leaning fully into what you already know. Experience cannot be faked. Your background, your training, your instincts—these are the assets that compound. There is no trend, no shortcut, no AI tool that can replace lived understanding. Learn from good mentors. Respect the discipline that shaped you. You don’t need to rush to be “different.” Excellence, when practiced consistently, becomes distinction on its own.
The Beauty Edit, in many ways, was built by paying attention to what was missing. When there was no premium, editorial-led beauty platform, we created one. When there was no thoughtful discovery box experience tailored for Filipinos, we built The Beauty Edit Box. When industry conversations felt basic, we launched UN/CONVENTION/AL. When Filipino beauty lacked a proper retail home, we created The Beauty Edit Gallery at Spatio. Growth didn’t come from competing where everyone already stood—but from building where no one had bothered to look.
As the brand expanded, one principle remained non-negotiable: integrity. Every decision must answer to your why. Curation demands honesty. Your audience deserves respect. Consistency—of tone, of voice, of values—matters more than virality. Who you are online must match who you are offline. Branding, I’ve learned, is less about what you say and more about what you repeatedly show.
Storytelling became the thread that tied everything together. Not marketing, but meaning. Clarity over persuasion. Education over hard sell. When you speak to your audience as equals, trust follows naturally. Our stories are meant not just to communicate but to connect. And connection is what turns an audience into a community, and a community into something sustainable.
Most importantly, growth only feels right when it happens alongside the people you serve. Scale means nothing without quality. Relationships matter more than reach. Knowing the feeling you want people to carry when they encounter your brand matters more than numbers. Leadership, at its best, is example-setting—doing good work, staying human, staying humble, and never taking yourself too seriously.
In the end, a passion project becomes a business when it is grounded in experience, built to fill a real gap, guided by integrity, shaped through storytelling, and allowed to evolve with its community.
That is The Beauty Edit’s story—and, hopefully, a reminder that growth doesn’t have to come at the cost of soul. Five years in—decades to go! Thank you for being part of our story.
Elaine Reyes, Managing Editor
I’ve always found beauty in comfort. In the familiarity of routines. In the calm of knowing what comes next. But this 2025, in both work and life, I found myself stretched, nudged, and shoved into new territory.
We often think that when things are easy, they’re good. But as I’ve realized, sometimes we need life to be a little harder—a little uncomfortable—so we can become better. The stronger the pull, the bigger the lesson.
Like learning how to apply cluster lashes. Or getting injectables for the very first time. Or simply straying from one’s usual lippie shade. The early-2020s me would’ve never touched a lipstick called Orange Fawn, but here we are. All of these felt daunting at first. Then I thought: I’m 40 this year. Why not?
The same applies to our lives as writers and editors. This year, growth meant chasing bigger stories, talking about tougher issues, and asking harder questions. Looking back, my favorite story this year isn’t exactly makeup-, wellness-, or motherhood-related. It’s a little piece I wrote about the long-in-limbo SOGIESC Equality Bill—one that pushed me to think beyond the beat. It was a reminder of how our words and our platform carry real weight, capable of shaping conversations and driving impact not just within the beauty industry, but in society as a whole. Not fluff, but thoughtful, intentional work.
And then there’s growth beyond the keyboard. This year saw the team—many of us introverts—stepping away from our laptops and out into the world, speaking up in front of crowds, and taking up real space as we brought our stories to life at The Beauty Edit Gallery at Spatio. I’ve lost count of how many times I thought, “We did that?” this year, all because we were willing to be a little uncomfortable and ended up better for it.
As we move forward, it’s not that we’ll stop choosing ease. Personally, I think I’ll always be a creature of comfort. But now, there’s a better understanding of what a little challenge can bring, and an optimism that we’re more than capable of meeting it—and growing because of it.
Nicole Arcano, Partnerships & Projects Manager
This year, I’ve found myself in several conversations about how overwhelming beauty has become. If you’re on social media enough, there seems to be “too much” of everything, to the point where narrowing down our options has become an extremely tedious task.
Thankfully, these conversations don’t go too far without acknowledging this: the “problems” of choice we have in 2025 did not exist, say, 15 years ago. In 2010, many of us had yet to feel seen by any beauty ad, let alone own products that felt specifically catered to us. During that era, you’d have struck gold if you found a foundation that fits both your budget and your skin tone. Otherwise, it was the norm to settle for less. You just lived with the slight gray cast and the unflattering tint something left on your lips.
Now, this concept is almost unimaginable, with jaded consumers becoming brand founders themselves, stepping up for everyone else who is done settling for less. The switch has finally flipped—we now know that we deserve better, and lo and behold, we are being given better. That’s why, despite how overwhelmed I feel sometimes in this space, the feeling also comes with a lingering sweetness.
Personally, I’m elated that young people no longer have to force themselves to wear a shade they don’t feel comfortable in. The fact that we can choose between two, or sometimes even five, skin tint formulas is amazing enough, because this choice ultimately represents our power in navigating a new age of beauty that champions innovation and empathy.
The “overwhelming” number of brands? It means there are more stories being told that we could resonate with. The “nonstop” product releases? It ensures that whatever remains in our vanity is truly the best that we can find. Truly, when we approach beauty with intention and give ourselves a ton of grace, it’s easy to remember why we fell in love with it in the first place.
Anika Leongson, Retail Partnerships Manager
As cliché as it sounds, I’ve always wanted to become part of something bigger than myself and to uplift the community around me. This has been my driving force in choosing what I do for work and what I spend my time on. Ever since I started my career, I’ve been fortunate enough to find myself in beauty. As a young girl, I’ve always been drawn to makeup and self-care because of how fun and therapeutic it can be—to have a routine, to try new things that make you feel good, and to have time for myself. Today, all of that still rings true. No matter what stage of my life I am in, beauty remains close to my heart.
Being in my 30s, there have been a lot of changes in my life, but the biggest—and most magical of all—has been becoming a mother. This new experience forced me to take a pause and make a career shift that initially scared me and made me so unsure of myself. However, things truly have a way of working out and falling into place. This year, I was blessed with the opportunity to join The Beauty Edit.
I could not have imagined a more perfect situation—one where I could continue working in beauty while also helping grow the local beauty industry here in the Philippines. The role felt like kismet. Together with Nicole and the rest of the team, we took on our biggest project yet: launching The Beauty Edit at Spatio, where we feature nothing less than the best of Filipino beauty—up-and-coming brands, indie trailblazers, and local cult icons. It has been the work of our hearts to help give all of our local brands at Spatio a new platform and an exciting new way to tell their stories. It has also been so inspiring to meet all of the brand owners, and of course, the Spatio team, as we are all aligned and working towards the same goal. It’s such an exciting time to be in the local beauty industry, and we are so lucky we get to be a part of it in our own little way.
We are now in our 100th issue, but it feels like this is only just the beginning.
Dannah Valdezco, Associate Art Director
This year reminded me how far beauty has come and why that progress matters so deeply. I think back to a time when finding the right shade for my morena skin felt nearly impossible, and when being acne-prone meant trial, error, and healing that took far longer than it should have. Products weren’t always accessible and information was scarce. Back then, choices were limited, and each one mattered.
Now, there is so much more available, and that is something worth celebrating. But abundance can also be overwhelming. During sales, it’s easy to feel the quiet pressure to buy, driven by the fear of missing out rather than answering a real need. Add endless scrolling into the mix and suddenly everything feels like a must-have. We’ve all been budoled at some point, drawn in by beautiful packaging, persuasive videos, and the promise of instant results. I’ve learned to pause and choose with care. I don’t need everything that’s trending, and when something truly works, it’s okay to stay with it.
This year revealed that what people want from beauty isn’t more launches. They want clarity, representation, and guidance they can rely on. They want to feel seen, whether that means the right shade, gentler formulas, or honest information that helps them heal and feel confident in their own skin.
At its best, beauty is simple. It’s curiosity, play, and the freedom to express who we are. It’s what drew many of us to beauty in the first place—and what I hope it continues to offer: joy, ease, and room to simply enjoy the process.
As we move into the next year, may we be guided by intention over impulse, trust over excess, and care over consumption. Beauty should meet people where they are and stay with them for the long run.
Caryll Cabuhat, Assistant Editor
There was a certain type of retreat that came about this year, and it was captivating to see how people translated it into their lives. Some found comfort in the outskirts of the province or another country, others sought solace in books or pottery, and many kept parts of themselves tucked into the pages of their journals—the return of the analog, the tangible, the real. This shift also seeped into how beauty was perceived. It became more personal, more intentional, and far less about consumption. In many ways, this year made people recall who they are amid the overwhelming surge of technology, and maybe even the world in general.
It’s quite a nuanced pendulum we’re all swinging on, if we really think about it. Despite where circumstances seem to be heading, we ground ourselves in identity and the tangible. And perhaps that’s a hint at where beauty is going. What truly matters in our time? What can be reimagined to fit what beauty is becoming? Gone are the days we rummage for the next big trend; instead, we’re creating what feels like ours and reaching for what reflects us.
There is still so much to unfold in beauty, especially here at home. But if this year has shown us anything, it’s that beauty can also be a refuge—a place to retreat, to breathe, and to find ourselves amidst the ever-moving world.
Being part of The Beauty Edit has taught me to see beauty beyond the surface glamour. Coming from a background rooted mostly in fashion, I’ve long understood that the industry isn’t always kind to newcomers—it can be unforgiving, even cruel. Yet along the way, I’ve met people who move with grace and real purpose. One of them is Nicole Morales, an unexpected but deeply meaningful presence, and one I’m profoundly grateful to have encountered in nearly four years of working in publishing.
Through this team, I’ve been reminded of the joy that comes with a truly supportive community—of creating with honesty, integrity, and genuine passion. It’s a kind of love for the craft that often gets lost along the way. Here, I’ve found a space where it feels safe to make mistakes, to learn, to grow, and to retreat when needed. Most importantly, it’s a place that has allowed me to return to myself.
I hope you, too, found a sense of peace and calm—not from someone else, but from within. Because that kind of grounding can’t be taken or replicated by anyone. It’s a gentle light that doesn’t dim, and one that continues to inspire those who are also searching for identity, direction, and solace. And as we reach our 100th issue, we hope you find that sense of refuge with us—a place where you can shine, grow, and journey forward alongside us.
Justine Gaerlan, Content Associate
Reaching our 100th issue made me think about how much my own perspective on beauty has changed this year. Though there was no one big moment, it was the small things that added up. Conversations with community members who felt overwhelmed with all the options. Friends who admitted they were tired of routines with so many steps, and even my own habits shifting without me noticing at first. And somewhere in all of that, I realized that people don’t want more noise. Rather, they want to feel understood.
This year taught me to pay attention to what actually resonated with people. Not the viral launches nor the perfectly packaged trends, but the things that subtly made their lives easier. For instance, a sunscreen they could actually finish. Or a scent that makes a difficult day feel lighter. Or a routine that fits into the five minutes before they rush out the door. I found myself relating to that as well, as I stopped chasing what was new and started choosing what genuinely worked for me.
I also learned that beauty can be more emotional than we give it credit for. I saw how people attached stories to their products: comfort, nostalgia, small habits that kept them steady throughout a busy year. It reminded me how beauty can just be about feeling anchored, even if just for a moment.
So as we step into a new year—and maybe the next hundred issues, too—I’d like to bring that mindset with me. To keep writing stories that are honest, relevant, and feel like company, not pressure. If this year taught me anything, it’s that beauty has the most impact when it acknowledges how people truly live and not the edited versions of ourselves.
ILLUSTRATION BY DANNAH VALDEZCO.
