She is described to be the new brand ambassador for practical, everyday hygiene.
Through a recent contract signing event at the SCPA Main Office in Taguig City, a partnership was formally sealed between the Filipino hygiene brand Femme and rising host-actress and ‘Pinoy Big Brother Celebrity Collab Edition’ housemate, Shuvee Etrata.
The Kapuso personality now leads the Femme Era campaign, which emphasizes the importance of smart spending and practical hygiene choices for modern Filipinas amid rising costs and endless product options.
“I’m excited to begin my Femme Era with a brand that values practicality and encourages women to live confidently every day,” said Shuvee.
“Femme’s commitment to quality, comfort, and purposeful living resonates with how I approach my own life and career. I’m proud to represent a brand that supports women in making choices that truly matter. Indeed, now is the ‘bes’ time to choose Femme!” she added.
The company described Shuvee’s journey from being TikTok creator and reality TV contestant to a recognized public figure a testament to her relatable charm and resilience.
Etrata is also described as one that embodies the qualities of a modern Filipina who navigates life’s challenges with confidence while balancing ambition and authenticity.
Jazel Marielli A. Ramos Yeo, Marketing Communications Manager of SCPA, expressed their group’s excitement to have Shuvee as their brand ambassador, noting that her values align closely with they stand for.
Ramos Yeo told, “As a brand that resonates strongly with young professionals, homemakers, and students alike, Femme recognizes that practicality is not just about affordability–it’s about making thoughtful choices that balance quality, reliability, and convenience. With Shuvee on board, Femme aims to further strengthen this connection with its consumers by inspiring them to embrace confidence and practicality in their daily routines.”
She also noted that Femme’s partnership with Shuvee is a “statement,” and added, “In a world where trends shift quickly, Femme believes in the lasting value of practical choices, quality products, and relatable role models. By working with Shuvee, we reinforce that practicality is not about settling for less, but about choosing well and living well.”
A household name for over 20 years, Femme is Filipino hygiene brand under Sanitary Care Products Asia, Inc. (SCPA) and is known for its bright pink branding across a wide range of affordable, local hygiene products— including tissues, cotton, and feminine care products.
Meanwhile, Shuvee is currently seen on TV via the morning show ‘Unang Hirit,’ primetime fantasy drama ‘Encantadia Chronicles: Sang’gre,’ and as a semi-regular host on the noontime variety program ‘It’s Showtime’.