Photo via Heart Evangelista (@iamheart) / Instagram
Heart Evangelista, a prominent actress and global fashion icon, was unveiled as the newest face of GRWM Cosmetics at the GRWM Ball 2024 held on November 22 at Okada Manila. This collaboration marks a meaningful partnership between Evangelista and the local beauty brand known for its cruelty-free and inclusive products.
Heart expressed her excitement about the collaboration, stating, “It is a pleasure to be part of GRWM. I was genuinely moved by their innovative approach to beauty, inclusivity, and their commitment to animal welfare. We share a goal of empowering Filipina beauty.” Her advocacy for animal welfare and passion for promoting local brands resonate deeply with GRWM’s mission.
GRWM CEO Mae Layug-Madriñan on Choosing Heart
GRWM CEO Mae Layug-Madriñan echoed this sentiment, sharing the significance of choosing Heart as the brand’s ambassador. “When we were planning our marketing strategies, we wanted someone closely aligned with our advocacy. Heart Evangelista embodies our commitment to animal welfare and inclusivity,” Mae shared. Mae, who has been a strong voice for sustainable practices, believes the partnership can inspire meaningful change.
The event celebrated not only the launch of GRWM’s newest collection but also the shared values of both women. Heart, a long-time advocate for animal rights and a supporter of the Philippine Animal Welfare Society (PAWS), found a natural connection with GRWM’s principles. The brand’s focus on sustainability and inclusivity has set it apart in the Filipino beauty industry, making it a favorite among conscious consumers.
Heart’s involvement also highlights her support for homegrown businesses. “I love working with local brands because they understand what fits Filipinas. They support me, and I support them,” she said during the event.
The GRWM Ball showcased the alignment of advocacy, beauty, and empowerment, with Heart Evangelista and GRWM Cosmetics leading the way. Together, they aim to inspire individuals to express themselves while contributing positively to animal welfare and the environment.
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