Beauty Became a Language of Self-Expression This Pride 2025

If Pride Month has taught us anything, it’s that beauty comes in a spectrum. It never conforms; it stands out in this otherwise monochromatic world. Much like the colors in a rainbow, it has many shades that reflect unique stories and identities. 

Beauty, in its diversity, deserves to be seen. But most importantly, it demands to be expressed. SM Beauty has always championed this message—whether through make-up, self-care rituals, or meaningful conversations. Their Pride Month festivities certainly reflected that. Missed the event? Here’s a quick rundown of the boldest, most beautiful moments from this year’s celebration.

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Beauty in Its True Colors 

SM North EDSA The Block turned into a colorful celebration of identity, community, and talent for So Much Pride 2025.

In partnership with top beauty brands in the country, the event put the spotlight on notable drag performers and queer personalities. Among these were Sassa Gurl for Oxecure and Snailwhite, Kimtwins for OMG, and Precious Paula Nicole for Nivea. For the latter half of the event, Astrid Mercury for YOU, Jamie Casino for Barenbliss, Edsa Xxtra for Glamfix, and Zymbading for Careline showcased their talents.

Each performer lit up the stage with vibrant looks and powerful presence. But beyond the vivid displays of self-expression, the event also served as a space for meaningful talks on the transformative power of makeup. Particularly, on how it has become a tool for self-expression and self-love. Topics relating to love and legacy were also discussed, with performers sharing heartfelt stories of how they found beauty in being true to themselves.

Pride and Beyond

Celebrating pride doesn’t end in June. It lives on—from the quiet moments of self-acceptance to the bold acts of expression. You can explore more of your identity through SM Beauty’s partner brands, who made this year’s So Much Pride possible. 

For those who seek to play around with their looks, SM Beauty offers a wide range of makeup products and brands. This includes BYS, Careline, BLK, HS, Teviant, Vice, Sunnies, Ready Set Glow, Squad, GRWM, Absidy, I’mma, Maybelline, Avon, Dazzle Me, Barenbliss, YOU, Glamfix, Chic Bobbie, and OMG. 

You deserve to be loved for who you are. And that starts with loving yourself first. So make sure to treat yourself with some personal care essentials from The Body Shop, Hello Bubble, Mise en Scene, L’Oreal, Nivea, Snailwhite, Oxecure, and Freshman.

Through inclusive products and platforms, SM Beauty empowers you to express your beautiful, true colors with pride—this month and beyond.

Wear your colors with pride. Join in on the So Much Pride celebration, and post them under #SMBeauty, #SoMuchPride, and #PrideMonth. For more updates, follow SM Beauty on Facebook, Instagram, and TikTok.

PHOTOS: SM Beauty