SM Beauty celebrates beauty in diversity

The SM Mall of Asia Main Atrium was filled with vibrant colors and excitement as SM Beauty hosted its 2024 Pride event, “So Much Pride.” The atrium transformed into a showcase of beauty, inclusivity, and self-expression, drawing a diverse crowd for an evening of celebration.

“So Much Pride” demonstrated SM Beauty’s commitment to promoting diversity, inclusivity, and empowerment, bringing together people from all walks of life to honor the LGBTQ+ community.

SM Beauty Cosmetics Category Manager Madey dela Cruz said in her speech, “It is truly our honor to be hosting this important events with our partner brands for the second year. At SM Beauty, we stand firm with our belief, there’s beauty in diversity, there’s space for everyone and there’s so much beauty to be celebrated all year round. Today we stand with everyone here as proud allies of our LGBTQIA+ community. We are with you in the fight for a better tomorrow for all.”

Taylor Sweep 

Precious Paula Nicole

‘So Much Pride’ was a testament to SM Beauty’s unwavering dedication to promoting diversity, inclusivity, and empowerment. 

Naia Black

“Beauty goes beyond gender and gender identities. At SM Beauty, everyone is welcome to be their best authentic selves, find your best shades, colors and styles, there’s always something for everyone at SM Beauty. Thank you to our 25 incredible partner brands for being with us here. June is not over yet so let’s continue to celebrate SM Beauty with so much pride,” she added.

The event kicked off with the House of Revlon, featuring a Pride Runway and opening performance that set a lively tone for the night. Guests were treated to a parade of voguing, runway walks and fashion displays.

Host Baus Rufo welcomed attendees, fostering an atmosphere of inclusivity and celebration. Performers throughout the night included Precious Paula Nicole, presented by Nivea, who celebrated individuality and beauty; Matilduh, presented by Ready Set Glow, who highlighted self-expression; Taylor Sweep, presented by Snail White, who emphasized self-care and confidence; and a colorful segment by Maybelline. Janio, presented by BNB, celebrated authenticity, and Maria Cristina, presented by Dazzle Me, highlighted the beauty of diversity.

The Love Yourself organization also delivered a message on self-love and community support. The event concluded with a powerful performance by Naia Black.

“So Much Pride” runs until June 30, offering discounts on selected beauty and skincare items.