The Philippines may not have a monarchy, but Filipinas have long worn invisible crowns—breaking barriers, leading boldly, and making waves on the global stage. Once reserved for royalty or beauty queens, the term queen is now being reclaimed by a new generation of women who rise in every arena: from sports to the arts, from digital platforms to real life.

In the same spirit, Cream Silk launches its latest campaign with a fresh lineup of faces—women who embody what it means to reign with purpose, passion, and authenticity.

This generation of queens comes from all walks of life. The Queens of the Arena—athletes Alenna Dawn, Bethany Talbot, Kaizen dela Serna, and Kianna Dy—champion strength, resilience, and discipline. Whether sprinting, spiking, or training hard, their hair remains as strong and as unstoppable as their spirit, thanks to Cream Silk’s expert-developed formulas designed for Filipino hair.

Photographer: Rxandy Capinpin

Taking graceful command as the Queens of Art and Movement are Ballet Philippines principal dancer Jemima Reyes and visual artist Kim Cruz. With every leap and brushstroke, they show that elegance and movement are powerful forms of self-expression. Alongside P-pop phenoms G22,  they show how beauty thrives in artistry, expression, and fearless creativity. Boosted by beautiful, manageable hair—nothing stands in their way.

Photographer: Rxandy Capinpin

Meanwhile, the Queens of Statement—drag royalty Marina Summers, Minty Fresh, and Eva Le Queen—stand tall in bold beauty. With unapologetic presence, dramatic makeup, and strikingly colored hair that’s resilient against damage, they prove that self-expression is a crown in itself.

Photographer: Rxandy Capinpin

In one of the campaign’s most powerful moments, this generation of queens showed that crowns are passed—not taken—a simple yet striking gesture that reflects something deeper: this isn’t about competition; it’s about community. Proof that today’s queens rise higher by lifting each other up. It’s a nod to the campaign’s shift in message: “They can achieve greatness, together.”

At the root of every hair flip? Cream Silk’s first-in-the-world technologies, made specifically for Filipina hair. Just like these queens representing the Philippines on the global stage, Cream Silk is proudly Filipino and powered by world-class technology. Each formula is engineered to deliver strength, softness, and unmistakable shine—for every texture, every lifestyle, and every woman choosing to define beauty on her own terms.

Because today’s queens don’t wait for a title. They claim their space, build their glow, and empower others to do the same.

Explore the campaign at @creamsilkph on Instagram and Tiktok.

Photography: Rxandy Capinpin. Art Direction: Christina Zabat. Makeup: Gery Penaso (Kianna Dy, Alenna Dawn, Bethany Talbot, Kaizen dela Serna, Kim Cruz, and Jemima Reyes), Marben Talanay & Jay Salcedo (G22), Eva Le Queen (Eva Le Queen), Tiny Deluxe (Marina Summers), and Minty Fresh (Minty Fresh). Hair: Gery Penaso, Jay Wee (G22), Justine Tan/Martha Amethyst (Eva Le Queen), Gab Villegas (Marina Summers), and Loisa Morota (Minty Fresh). Fashion Styling: Eldzs Mejia (G22), Ehrran Montoya (Eva Le Queen), and Angela Toloza (Minty Fresh).