With over 150 magazines aimed at women worldwide in the early 1990s, some critics may have felt the market was flooded. Despite stiff competition, two publishers believed they had something fresh and innovative to offer the magazine industry. In 1991 Condé Nast launched Allure, the first women's magazine dedicated specifically to beauty. Three years later, Time Inc. had an idea of ​​its own. They launched InStyle, hoping to set it apart from the competition by appealing to a broader audience than magazines like Vogue and Elle, which catered primarily to wealthy women. In the years that followed, both publications would make their mark on the world of fashion and beauty and prove to be mainstays in the magazine industry. In 1990, S. I. Newhouse Jr., president of Condé Nast, and then-editorial director Alexander Liberman approached Linda Wells about developing an idea they had for a beauty magazine. At the time, Linda Wells had worked for the New York Times Magazine as a beauty and food editor, where she had earned a reputation for her appropriate and honest approach to journalism. Newhouse and Liberman believed she would be the perfect candidate to pioneer a magazine aimed at providing beauty tips to fashionable women (Conde Nast). Linda Wells agreed to become the founding editor-in-chief and set out to create a magazine that was both informative and truthful, unlike traditional magazines that focused on fashion and trends. The magazine planned to make its debut as a monthly magazine in January 1991, but something didn't sit right with the publishers. They destroyed the initial prototype and started from scratch, completely overhauling the entire format and logo. Allure was finally ready to launch...... middle of paper...... After their inception over 20 years ago, both InStyle and Allure magazines have secured their place in the women's magazine market. Both have proven to have authority and influence in the fashion and beauty industries. Despite these similarities, the magazines achieved their success in different ways. Creating the world's first beauty magazine, Allure achieved its success by conquering a niche market and offering an original product. On the other hand, InStyle took an existing fashion magazine model and expanded it to reach a broader audience by including trends at all price points. Both of these magazines have taken innovative steps to create success in a flooded market and have continued to secure an audience by adapting to new media and positioning themselves as indispensable guides to insider beauty and fashion..