For thirty days every year, the world turns into a rainbow. But true support is measured by what happens when the festive banners come down.
At the SM City North EDSA The Block Atrium, a week-long celebration showed that visibility is not just a seasonal trend. The annual “So Much Pride” campaign returned from June 25 to July 1, 2026, transformed into a space of dance, color, and conversation. The event proved that the country’s main beauty retailer views its relationship with the LGBTQIA+ community as a permanent responsibility, rather than a temporary calendar event.
The celebration featured massive gatherings, exclusive product offers, and live performances, but its main focus remained on the people who give the community its strength.
On June 26, the mall central area transformed under the theme of a proud, loud disco. The event brought together well-known beauty figures, online creators, and everyday shoppers. Host AC Soriano kept the energy high as guests gathered to talk about identity and self-expression.
During the opening moments of the event, Retty Contreras, the Senior Marketing Manager for SM Beauty, spoke clearly about the company’s goals. Contreras stated that real inclusion cannot exist as a single marketing project. Instead, it must be lived every day through the products on the shelves, the experiences in the stores, and the community built over time. The goal is to provide a safe, welcoming space where every customer can exist as their true self throughout the entire year.
The stage became a place for both entertainment and education. Drag artist Maureen Biology entertained the crowd with a live performance, which was followed by interactive segments from various beauty brands.
Key figures from the community shared the stage to talk about their personal journeys. KaladKaren, a television anchor and reality show judge, joined creator Teree Daisuke to speak on behalf of Avon. Advocate Rica Salomon led a discussion for Timephoria, while makeup professional Muriel Vega Perez and creator Paul Allen shared practical grooming advice with Sola. Later in the day, digital creator Johnrey Almonte led a lively runway competition for Barenbliss, and Asha Sole spoke about using bright colors to show individual personality with OMG cosmetics.
Shoppers also enjoyed access to special deals from dozens of popular brands, including BLK, Happy Skin, BYS, Issy, Maybelline, and Vice, making beauty products more accessible to everyone who attended.
While the large event took place in a single venue, the message behind it extends across the country. SM Beauty operates seventy-nine stores nationwide, and the company aims to make every single location a safe environment for personal expression.
By listening to the specific needs of LGBTQIA+ consumers and celebrating their courage, the retailer continues to move away from temporary representation. The event served as a reminder that everyone deserves to be seen, recognized, and celebrated every single day of the year.
