Heart Evangelista needs no introduction. With her impeccable fashion sense, stunning beauty, and passion for animal welfare, she has captured the hearts of many and established herself as a global fashion icon. Recently, she embraced a new role as she graced the GRWM Ball 2024 on November 22 at Okada Manila. With this, Heart has officially become the brand ambassador for GRWM Cosmetics, a local beauty brand known for its commitment to self-expression, sustainability, and animal welfare.

A Partnership Built on Shared Values

Heart’s partnership with GRWM Cosmetics extends beyond just brand endorsement; it reflects a deep personal connection rooted in shared values. The brand’s mission resonates with Heart on multiple levels, focusing on inclusivity, mental health, and a dedication to animal welfare. “It is a pleasure to be part of GRWM. I was genuinely moved by their innovative approach to beauty and their commitment to animal welfare, and our shared goal of empowering Filipina beauty,” Heart expressed.

The collaboration also serves as a powerful example of “girl power,” showcasing how dedicated women can influence causes that make a positive impact. Mae Layug-Madriñan, the CEO and driving force behind GRWM, shares Heart’s passion for animal welfare and sustainable practices, making this partnership a true alliance for change. “Our shared passion for animal welfare creates a powerful alliance, driving change and inspiring everyone to make a difference,” Mae said.

The Face Card Palette: A New Era of Beauty

At the GRWM Ball, GRWM Cosmetics unveiled its latest mega collection, the “Face Card,” designed to cater to diverse beauty needs and to celebrate morena beauty. The Face Card Palette stands out as not just a palette but a personal beauty playground. With magnetic slots that allow users to customize their makeup experience, the palette adapts to different moods and occasions, promoting creativity and self-expression.

But that’s not all; GRWM Cosmetics also launched the Color Lock Eyeshadow Booster. This innovative product is designed to enhance the vibrancy and longevity of eyeshadow looks, ensuring that vibrant colors last from day to night without creasing. It’s the perfect complement for those who want their eye makeup to make a statement.

Commitment to Sustainability

In line with its advocacy for sustainability, GRWM Cosmetics announced a partnership with HMR Envirocycle, an organization specializing in waste management and recycling practices. This collaboration aims to address environmental concerns within the beauty industry, paving the way for responsible product disposal and recycling. “We believe that true beauty extends beyond our products; it encompasses our responsibility to the environment and the communities we serve,” the brand emphasized.

Starting this December, GRWM will be collecting used beauty bottles and pans at their flagship store, 2.15 Coffee x GRWM Cosmetics – Molino 3 Branch. In return, participants who provide empty products will receive in-store discounts, encouraging responsible practices while cultivating a greener community.

Looking Ahead

The Face Card Collection will officially launch on November 29, 2024, through GRWM Cosmetics’ e-commerce platforms, with a later release in Watsons stores. As Heart Evangelista takes on this new venture, it is evident that her influence extends far beyond her status as an award-winning actress and fashion icon. Together with GRWM Cosmetics, she is set to inspire others to express themselves, support animal welfare, and embrace sustainable practices.

For updates on the launch and the ongoing sustainability initiatives, be sure to follow GRWM Cosmetics’ official social media accounts. Together, Heart and GRWM Cosmetics are on a mission to empower, inspire, and make the world a better place—one beauty product at a time.