Pride has always known how to take up space. This year, SM Beauty gave it the stage, the mirror lights, the disco floor, and every reason to shine even brighter.
For Pride Month 2026, SM Beauty brought back its annual So Much Pride campaign, transforming beauty into a platform for visibility, self-expression, and community. Held from June 25 to July 1, 2026, the week-long celebration gathered shoppers, creators, beauty personalities, and members of the LGBTQIA+ community for a vibrant reminder that beauty is at its most powerful when it feels personal, playful, and proudly one’s own.
Beauty Deals, Big Energy
At the So Much Pride mall pop-up at SM North EDSA The Block Atrium, shoppers were treated to exciting promos, discounts, and deals from participating beauty 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.
More than a beauty playground, the pop-up became a space where color, product discovery, and self-expression met under one glittering roof. Think swatches, selfies, beauty finds, and the kind of retail therapy that comes with a little extra sparkle.
Shine Loud, Shine Proud
The celebration reached its brightest beat on June 26 with Disco Proud: Shine Loud, Shine Proud, a lively event at SM City North EDSA The Block. Hosted by AC Soriano, the program brought together beauty personalities and lifestyle creators from the LGBTQIA+ community, each bringing their own perspective on visibility, confidence, and what it means to be seen.
Opening the program, Retty Contreras, SM Beauty Senior Marketing Manager, reaffirmed the brand’s commitment to the community 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.
The Stage Was The Statement
From there, the program turned into a full-on celebration of advocacy, personality, and beauty in motion. Maureen Biology delivered a drag performance that brought the disco theme to life, while Drag Race Philippines judge and first transgender woman news anchor KaladKaren joined content creator Teree Daisuke on stage for Avon.
Trans advocate and beauty influencer Rica Salomon led a brand talk for Timephoria, while celebrity makeup artist Muriel Vega Perez and content creator Paul Allen shared beauty tips and tricks with Sola. Johnrey Almonte, also known as @johnreyislife, brought runway energy through a ramp competition with Barenbliss, while Asha Sole shared ways to play with color through OMG.
Each segment offered a different kind of beauty moment: one rooted in skill, another in performance, another in play. Together, they made one thing clear: self-expression is never one-note.
Pride Beyond The Month
SM Beauty’s So Much Pride remains an annual celebration of the LGBTQIA+ community and a renewal of the brand’s commitment to creating spaces where beauty feels inclusive, expressive, and alive year-round.
Inspired by the fearlessness and creativity of the community, SM Beauty continues to champion spaces for connection and self-expression across its 79 stores nationwide. Because the best beauty moments do more than complete a look. They make room for someone to feel like their truest self.
Take the spotlight with SM Beauty and discover more brands that help you shine in your own way. Follow @smbeautyph on Instagram for more updates, promos, exclusive deals, and pop-ups.
PHOTOS: SM BEAUTY
