In a major win for the local advocacy brand Hiraya Pilipina, Nadine Lustre has signed on as their newest brand ambassador. For founder Cleo, a personal friend and a makeup client of mine, this is a dream partnership years in the making.

Hiraya Pilipina isn’t just any innerwear and period care brand – it’s a movement celebrating the beauty of Filipina women in their natural form. As a morena herself, Cleo wanted the perfect face to embody that empowering vision. Her sights landed on award-winning actress and musician Nadine Lustre.

Despite not having any prior connection to Nadine, Cleo persisted for months, repeatedly emailing her team about the opportunity. Her tenacity paid off when Nadine finally said yes to becoming Hiraya Pilipina’s ambassador.

In Nadine’s glowing morena skin tone, Cleo saw the ideal representation of a modern Filipina’s natural radiance. By having such an influential personality front the brand, the message is clear – our uniquely Filipino complexions are something to take pride in.

This ambassadorship goes far beyond simply endorsing underwear or feminine products. It’s about using Nadine’s massive platform to redefine beauty standards and boost the self-love of women all over the Philippines.

As someone deeply invested in Cleo’s journey, I’m overjoyed to see her lifetime dream realized with Nadine Lustre as the shining new face of Hiraya Pilipina. Here’s to empowering more Filipinas to embrace their authentic selves.