MANILA, PHILIPPINES – In a groundbreaking step towards inclusive economic empowerment, L’Oréal Philippines, in collaboration with SPARK! Philippines, has officially partnered with the Department of Trade and Industry (DTI) to launch the nationwide expansion of the Beauty for a Better Life E-Beauty Advisor (E-BA) Program. This initiative is set to transform the digital and entrepreneurial landscape for micro, small and medium enterprises (MSMEs) across the country.
The strategic partnership was formalized in a signing ceremony attended by key stakeholders: DTI Secretary Ma. Cristina A. Roque, DTI Undersecretary Blesila Lantayona, L’Oréal Philippines Managing Director Yassine Bakkari, and SPARK! Philippines Executive Director Maica Teves.
At its core, the E-BA Program aims to merge beauty education with digital training, equipping aspiring entrepreneurs, particularly women with the tools they need to succeed in today’s fast-evolving digital marketplace. Through the program, 600 selected beneficiaries from DTI’s MSME roster will undergo training in skincare, haircare and makeup, as well as modules in digital content creation, TikTok Shop strategies, affiliate marketing, small business literacy and personalized mentorship sessions.
“We at the DTI are dedicated to creating inclusive, competitive and resilient MSMEs. But we cannot do this alone. That is why we are proud to work with SPARK! Philippines and L’Oréal, two organizations that have shown what it means to empower women not just with resources, but dignity, skills and confidence. This program is a testament to the transformative power of digital skills in today’s modern economy.” affirmed Department of Trade and Industry Secretary Ma. Cristina A. Roque.
“We are reaffirming our commitment to empowering 10,000 Filipinos by 2030 through beauty education with this new partnership with the Department of Trade and Industry. This partnership will propel us to scale Beauty for A Better Life nationwide and upskill Filipinos with beauty education and provide access to livelihood opportunities,” said Yassine Bakkari, Country Managing Director of L’Oréal Philippines. “Partnerships like this prove that through strong collaboration between the private sector and the local government, we can positively impact the lives of more Filipinos,” he added.
Maica Teves, Executive Director of SPARK! Philippines also added: “When women earn, the entire communities rise. Expanding the Beauty for A Better Life E-BA Program gives them the tools and confidence to thrive in the digital marketplace. By combining public-sector reach, NGO community ties, and L’Oréal’s global beauty-tech expertise, the Beauty for A Better Life E-BA Program is a powerful model for inclusive, sustainable livelihood building through beauty and social commerce.”
The program’s expansion complements DTI’s broader agenda of developing a digitally resilient ecosystem for MSMEs – driving job creation, economic inclusion and competitiveness.
Rooted in the Fondation L’Oréal’s Beauty for a Better Life global initiative, the E-BA Program is part of L’Oréal’s larger sustainability and social commitment, L’Oréal for the Future (L4TF). This framework aspires to uplift 100,000 lives globally by 2030 by stewarding climate action, preserving nature, promoting circularity and empowering communities.
