SM Beauty is observing Pride Month with “Disco Proud: Shine Loud, Shine Proud,” a campaign that highlights self-expression and visibility within the LGBTQIA+ community.
According to SM Beauty, the initiative reflects the influence of LGBTQIA+ culture on the beauty industry, particularly in areas such as makeup and personal care. The company said beauty routines and products can serve as tools for personal expression and identity.
The campaign adopts a disco-inspired theme, drawing from the energy and style associated with nightlife and celebration. It forms part of SM Beauty’s Pride Month activities and its broader advocacy efforts throughout the year.
As part of the campaign, participating brands include BLK, Happy Skin, BYS, IMMA, OTWOO, Absidy, Issy, Maybelline, Avon, Vice, Skintific, Chic Centre, Bobbie, Hued, Nivea, YOU, Dazzle Me, Glamfx, Sola, BBIA, OMG, Barenbliss, Revlon, Lavojoy, Too Cool for School, Ready Set Glow and Timephoria.
“Disco Proud: Shine Loud, Shine Proud” will run from June 25 to July 1 at the SM North EDSA pop-up and across SM Beauty’s 79 stores nationwide.
The weeklong observance will feature in-store activities centered on beauty and self-expression, including opportunities for shoppers to explore different beauty looks across categories.
SMAC members will also have access to exclusive discounts and gifts with purchase during the campaign period.