Shuvee Etrata enters her ‘Femme Era’ as Brand Ambassador for Practical, Everyday Hygiene

Femme, a Filipino hygiene brand known for its affordable and high-quality care essentials for both men and women, has officially introduced rising star Shuvee Etrata as its newest brand ambassador.

The Pinoy Big Brother: Celebrity Collab Edition alum now leads the “Femme Era” campaign, which emphasizes the importance of smart spending and practical hygiene choices for modern Filipinas amid rising costs and endless product options.

Femme has long celebrated the confident, driven Filipinas who are constantly on the move. From Raketera queens managing busy lives to young professionals balancing multiple roles, the brand’s products deliver comfort, practicality, and reliability for everyday use.

“As a brand that resonates strongly with young professionals, homemakers, and students alike, Femme recognizes that practicality is not just about affordability–it’s about making thoughtful choices that balance quality, reliability, and convenience. With Shuvee on board, Femme aims to further strengthen this connection with its consumers by inspiring them to embrace confidence and practicality in their daily routines,” said Jazel Marielli A. Ramos Yeo, Marketing Communications Manager of SCPA.

“We are excited to welcome her as our newest brand ambassador. Her values align closely with what Femme stands for, and we hope her journey with us inspires other women to make intentional choices every day,” Ramos Yeo added.

Shuvee’s journey from TikTok creator and reality TV contestant to recognized public figure is a testament to her relatable charm and resilience. She embodies the qualities of a modern Filipina who navigates life’s challenges with confidence while balancing ambition and authenticity, a trait that mirrors Femme’s mission to support women in leading dynamic lives while staying true to themselves.

“I’m excited to begin my Femme Era with a brand that values practicality and encourages women to live confidently every day,” said Shuvee. “Femme’s commitment to quality, comfort, and purposeful living resonates with how I approach my own life and career. I’m proud to represent a brand that supports women in making choices that truly matter. Indeed, now is the ‘bes’ time to choose Femme!” she added.

A household name for over 20 years, Femme offers a complete range of affordable and proudly local hygiene products that empower consumers to make smart choices. Known for its bright pink branding and strong connection to its customers, the brand delivers reliable products across multiple categories, including tissues, cotton, and feminine care products. Drawing on its deep understanding of the local market, Femme has expanded its range in recent years to include feminine care essentials such as sanitary napkins, pantyliners, and menstrual pants, helping women to confidently move with ease and confidence.

“This partnership with Shuvee is a statement. In a world where trends shift quickly, Femme believes in the lasting value of practical choices, quality products, and relatable role models. By working with Shuvee, we reinforce that practicality is not about settling for less, but about choosing well and living well,” Ramos Yeo added.

The partnership was formally sealed through a contract signing held at the SCPA Main Office in Taguig City.

Femme continues to encourage Filipinos to embrace smart spending by choosing products that combine comfort, quality, and everyday practicality.