SM Beauty, the leading beauty retailer in the Philippines, went all out with So Much Pride 2025.
SM Beauty recognizes that makeup and skincare are not just about self-care. These tools help everyone find their true self and develop their individuality. SM Beauty partnered with the top beauty brands of the country to bring this campaign to life: BYS, Careline, BLK, HS, Teviant, Vice, Sunnies, Ready Set Glow, Squad, GRWM, Absidy, I’mma, Maybelline, Avon, Dazzle Me, Barenbliss, YOU, Glamfix, Chic Bobbie, OMG, The Body Shop, Hello Bubble, Mise en Scene, L’Oreal, Nivea, Snailwhite, Oxecure, and Freshman.
This year’s So Much Pride campaign focuses on uniting these two aspects and going beyond the surface. For every face that dares to show up, there is a story behind it that inspires confidence and inclusivity.
On June 24, So Much Pride’s month-long campaign culminated through a vibrant celebration of identity, artistry, and pride. The SM Beauty So Much Pride event brought together drag performers and proud LGBTQIA+ personalities in a dazzling showcase of color, creativity, and community.
From bold makeup looks to heartfelt moments, the event transformed the space into a playground of self-expression, proving that beauty goes beyond skin deep. With every performance and personal story shared, guests were reminded of how makeup can be a powerful tool for transformation, not just in appearance, but also in confidence, identity, and self-love.
Whether it was a drag queen commanding the stage or a member of the LGBTQIA+ community simply celebrating their truth, So Much Pride stood as a bold reminder that beauty is transformative, and Pride is for everyone.
From left to right – AC Soriano and Naia Black. Naia is the face of SM Beauty’s Pride campaign for the second year.
Precious Paula Nicole performs with Nivea.
Sassa Gurl performs for Oxecure and Snailwhite.
The show, held at SM North EDSA The Block, was all about the richness of queer talent and the value of visibility. Conversations on love and legacy were interspersed with performances from Sassa Gurl (Oxecure/Snailwhite), Kimtwins (OMG), MYX Chanel (BYS), Precious Paula (Nivea), Astrid Mercury (YOU), Jamie Casino (Barenbliss), Edsa Xxtra (Glamfix), and Zymbading (Careline).
“Beauty has always been about expression. And for many in the LGBTQIA+ community, makeup and skincare are more than routines—they are rituals of resilience, tools of empowerment, and brushes of freedom. We are proud—so proud—to be a platform that supports inclusive brands, tells real stories, and fosters safe spaces in every store and every campaign.,” said Madey Dela Cruz, Senior Category Manager for Cosmetics.
Madey Dela Cruz, Senior Category Manager for Cosmetics.
So Much Pride 2025 continues in all SM Beauty locations with an installation at SM North EDSA until June 30.
Everyone is invited to participate in So Much Pride with the hashtags #SMBeauty, #SoMuchPride, and #PrideMonth. For more updates, follow SM Beauty @smbeautyph on Facebook, Instagram, and TikTok!
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