TAGUIG CITY, PHILIPPINES – Shuvee Etrata is officially stepping into her Femme Era. Yesterday, at the SCPA TLC Training Hall, the nation’s darling was introduced as the newest brand ambassador of Femme, the trusted tissue and feminine care brand under Sanitary Care Products Asia (SCPA). 

Carrying the theme “Femme Era: The Practical Era,” the event captured exactly what Femme and Shuvee share—authenticity, practicality, and a touch of femininity. 

The gathering brought together media representatives, influencers, SCPA members, and Shuvee’s loyal fan club Pangkat Shuvee, who came in full support to celebrate this milestone. 

Welcoming a New Brand Partnership 

The highlight of the afternoon was the contract signing ceremony that officially marked the partnership. On behalf of SCPA were Jazel Marielli Ramos-Yeo, Marketing Communications Manager, and Azalea Sio Pacis, Sales and Marketing Director. Representing Shuvee were Jan Navarro, Senior Talent Manager of Sparkle GMA Artist Center, and Anne Puno-Ignacio, AVP for Talent Sales, Branding, and Marketing at Sparkle, who signed in place of Joy Marcelo, Vice President of Sparkle GMA Artist Center and Talent Development and Management. 

This formal moment was followed by a media Q&A, giving everyone a closer look at Shuvee’s thoughts as she embarks on journey with Femme. 

A Redefinition of #ThePraktikalGurlie’s TDH 

When asked what made this partnership meaningful to her, Shuvee explained that she loves brands that are TDH—Trustworthy, Dependable, and Hayahay (a Filipino word for stress-free and worry-free). For her, Femme fits all three letters since the brand carries quality hygiene products that she can rely on. 

As someone who also identifies as a #PraktikalGurlie and has always loved pink, she felt right at home with the brand. 

On her expectations for the partnership, Shuvee’s answer reflected her grounded nature. “I don’t really have expectations. Just being signed with Femme is already a blessing. Whatever project I receive, I’ll be creative, and I’ll work hard.” 

Defining Her Femme Era 

In describing her Femme Era, Shuvee said this new chapter excites her because it lets her explore a more feminine side, without losing the independence and strength people know her for. “This partnership excites me because I get to embrace my femininity even more—and I want everyone to feel that it’s okay to embrace theirs too.” 

Her candidness earned applause, reinforcing her relatability and sincerity—qualities that have made her the Nation’s Darling. 

Femme x Shuvee: Practicality with Heart 

For Femme, choosing Shuvee was about more than just star power. She represents everyday Filipinas who balance practicality with individuality, reliability with self-expression. Just like Femme’s products—tissues, sanitary napkins, and panty liners—Shuvee proves that being practical doesn’t mean compromising comfort, confidence, or femininity. 

The event closed on a celebratory note, as fans, media, and partners officially welcomed Shuvee Etrata into her Practical Femme Era. With this partnership, Femme looks forward to creating projects with Shuvee that will inspire Filipinas everywhere to embrace both practicality and pride in who they are. 

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About Femme   

Femme is a proudly Filipino brand under SCPA, dedicated to providing high-quality yet affordable paper and cotton products, as well as period care products for women. Committed to empowering women with practical hygiene options, Femme has become a trusted name for women across the Philippines.