SM Beauty’s annual campaign for Pride Month, So Much Pride, proved to be a success yet again. The overwhelming support and clamour proves how SM Beauty stays true to its advocacy for the LGBTQIA+ community with a message all about owning your spotlight with the return of this yearly event.
The week-long occasion from June 25 to July 1, 2026 brought exciting promos, discounts, and deals for all shoppers through participating brands including BLK, Happy Skin, BYS, IMMA, OTWOO, Absidy, Issy, Maybelline, Avon, Vice, Skintific, Chic Centre, Bobbie, Hued, Nivea, YOU, Dazzle Me, GlamFX, Sola, Cosrx, BBIA, OMG, Barenbliss, Revlon, Lavojoy, Too Cool For School, Ready Set Glow, and Timephoria.
The campaign also featured a lively event at SM City North EDSA The Block last June 26, with the theme Disco Proud: Shine Loud, Shine Proud. Different beauty personalities and lifestyle content creators from the LGBTQIA+ community shared their unique insight when it comes to visibility and self-expression.
AC Soriano served as host, getting everyone hyped up for a jam-packed program. Retty Contreras, SM Beauty Senior Marketing Manager, gave the opening remarks, emphasizing SM Beauty’s core beliefs as a fierce ally to its clients beyond Pride Month.
“SM Beauty has always been proud to stand alongside the LGBTQIA+ community, and we’re equally proud that this commitment continues beyond the month of June. We know that true inclusion isn’t a one-time campaign—it’s something we strive to live every day through the brands we carry, the experiences we create, and the community we continue to build together. We’re proud to be a space where you can bloom beautifully into your most authentic self,” shared Contreras.
Engaging brand segments soon followed along with a drag performance by Maureen Biology. Drag Race Philippines judge and the first transgender woman news anchor KaladKaren took to the stage with content creator Teree Daisuke for Avon. Trans advocate and beauty influencer Rica Salomon delivered a brand talk for Timephoria.
Celebrity makeup artist Muriel Vega Perez and content creator Paul Allen shared some beauty tips and tricks with Sola, while Johnrey Almonte aka @johnreyislife put on a ramp competition with Barenbliss. Asha Sole was also spotted, talking about how you can play with colors in your way with OMG!
SM Beauty’s So Much Pride remains to be an annual renewal of the country’s leading beauty authority to its loudest and strongest audience. SM Beauty is always inspired by the fearlessness of the LGBTQIA+ community. Always ahead of trend and sensitive to their personal needs, SM Beauty strives to create spaces for expression and connection in all its 79 stores nationwide.
Take the spotlight with SM Beauty and discover more brands that help you feel like your true self!
Follow @smbeautyph on Instagram for more updates, and stay tuned for exciting promos, exclusive deals, and pop-ups!