Hold on to your makeup brushes, beauty lovers, because SM Beauty, the Philippines’ leading beauty retailer, just wrapped up their “So Much Pride 2025” campaign, and it was an absolute showstopper!
SM Beauty teamed up with top beauty brands to make this magic happen. We’re talking 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” went beyond the surface, diving deep into the idea that every face has a story. It’s about uniting the transformative power of beauty with the inspiring confidence that comes from embracing who you truly are. The month-long celebration culminated on June 24th with an explosion of color, creativity, and community! The SM Beauty So Much Pride event was a vibrant testament to identity and artistry, bringing together incredible drag performers and proud LGBTQIA+ personalities for a dazzling showcase.
The venue transformed into a playground of self-expression, where bold makeup looks mingled with heartfelt stories. Every performance and shared personal journey served as a powerful reminder: makeup isn’t just about changing your appearance; it’s a transformative force for confidence, identity, and self-love. “So Much Pride” loudly declared that beauty is transformative, and Pride is for everyone!
Held at SM North EDSA The Block, the show was a vibrant tribute to queer talent and the invaluable importance of visibility. The stage saw incredible performances from the likes of Sassa Gurl (Oxecure/Snailwhite), Kimtwins (OMG), MYX Chanel (BYS), Precious Paula (Nivea), Astrid Mercury (YOU), Jamie Casino (Barenbliss), Edsa Xxtra (Glamfix), and Zymbading (Careline). These electrifying acts were beautifully interwoven with conversations about love and legacy, adding even more depth to the celebration.
“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,” shared Madey Dela Cruz, Senior Category Manager for Cosmetics. “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.”
Even though the big event has passed, the “So Much Pride 2025” spirit lives on! You can still experience the magic at all SM Beauty locations, with a special installation remaining at SM North EDSA until June 30th.
