This year, The Beauty Edit turns five.
We’ve always worked one day at a time, one project at a time. That’s why it still feels surreal to look back at something that began at my vanity table during the early days of the pandemic and see what The Beauty Edit has become today.
We didn’t follow a strict formula—most of what we know now, we learned in hindsight. And while I still hesitate to call it a “recipe for success” (because I truly believe we’re still on our way there), I do believe in celebrating the little wins and the people who have made them possible.
When people say “congratulations,” I feel both grateful and awkward—not because I think we don’t deserve it, but because I know it was never just me. Many times, we look at each other and wonder how we managed to pull something off. And every time, the answer is the same: passion, creativity, and shared goals.
Over the past five years, here are some of the lessons we’ve carried with us:
We’ve learned to collaborate rather than compete. The Filipino beauty industry is vast enough for different voices to co-exist, and partnerships can amplify each other’s reach instead of threatening it. This is what makes the local beauty industry such a fun and welcoming space.
We’ve learned to keep growing in the craft. No matter how many events we’ve hosted or stories we’ve told, we push ourselves to be better than our last. We stay immersed—learning, observing, and exploring—so there’s always something new and fresh to bring to the table.
We’ve learned to never burn bridges. Our industry is small—paths cross and recross more often than we expect. Beyond practicality, it comes from a faith in people: circumstances change, relationships evolve, and sometimes, so do we.
We’ve learned that kindness has no hidden agenda. It’s not a tactic, it’s a value—and it’s the foundation of every lasting connection we’ve made.
We’ve learned to always be grateful. Every opportunity, every collaborator, every reader, every team member—none of it is owed to us. Gratitude keeps us grounded, especially in an industry that moves fast and changes often.
We’ve learned that integrity is our real currency. Readers trust us because we say what we mean, and we don’t recommend what we don’t believe in.
We’ve learned the importance of choosing the right people and partners. When we align ourselves with good people and good brands—those who share our values—the work naturally becomes more meaningful and easier. These are the collaborations that flow with trust and respect, creating not just successful projects but also lasting relationships.
We’ve learned to celebrate the small wins. They’re the heartbeat of this work—the moment a brand feels truly seen, an event comes together against all odds, or a story moves someone to action.
We’ve learned to listen to our community. Their feedback, questions, and even their silence tell us more than any industry report ever could.
And perhaps most important, we’ve learned to protect the joy. Our team makes room for fun. Along with the hard work, there is laughter, inside jokes, and shared moments of happiness. And amid the deadlines, budgets, and logistics, we hold on to the parts of this work that will always feel exciting—creativity, discovery, and the connections that remind us why we started.
Five years in, I still feel like we’re just getting started. It feels fitting that as we celebrate this milestone, we’re also unveiling The Beauty Edit Box Vol. 17: Indulge—an ode to our very first box themed “Luxury.” This edition is brimming with some of our favorite luxury brands from the Estée Lauder Group, thoughtfully curated to give our members a true beauty treat.
For us, Indulgence is about pressing pause on the everyday and allowing yourself moments of enjoyment—whether that’s the silky feel of a beautifully formulated cream, the spritz of a fragrance that lifts your mood, or a lipstick that instantly makes you feel more put together. It’s our way of saying thank you, and of marking this anniversary with something that feels celebratory, generous, and undeniably special.
Here’s to the next chapter! Thank you for being part of our story.
All our love,
Nicole Morales
Founder, The Beauty Edit
Get early access to The Beauty Edit Box Vol. 17: Indulge by signing up to be part of The Beauty Edit Members Club. Subscribe here.
