This Women’s Month, Modess is reframing a phrase many Filipino women know all too well: “babae kasi.” Once used to question women’s abilities or place quiet limits on what they can do, the phrase is now being transformed into a message of strength, resilience, and self-assurance.
Through meaningful collaborations, powerful storytelling, and real support in everyday spaces, the brand’s latest campaign puts women’s confidence front and center, reminding them that being a woman is never a disadvantage. Instead, it is a source of power.
Turning “Babae Kasi” Into a Statement of Strength
For years, “babae kasi” has been a phrase often used to dismiss women or suggest that certain spaces are not meant for them. This Women’s Month, Modess is reclaiming those words and turning them into a bold declaration of confidence.
At the heart of the campaign is a simple but powerful message: women belong wherever they choose to be, whether in leadership roles, competitive industries, or physically demanding careers.
By challenging old narratives, the campaign encourages women to move freely, speak boldly, and take up space with pride.
Bringing Real Support to Women on the Go
To make this message felt in everyday life, Modess partnered with Grab Holdings Philippines from March 10 to April 9, shining a spotlight on women drivers and Move It motorcycle riders working in industries traditionally dominated by men.
As part of the initiative, free sanitary pads were distributed to women passengers riding with women Grab drivers and women Move It riders. Beyond the practical support, the gesture reinforced a deeper message: comfort, protection, and confidence should always be accessible, wherever women may be.
This collaboration also highlights the growing visibility of women in mobility and transport services, industries where representation continues to matter.
Confidence Convos Celebrates Women Breaking Barriers
Extending the conversation beyond the road, Modess launched Confidence Convos, a video series in partnership with Cosmopolitan Philippines that ran from March 19 until the end of the month.
The series features women succeeding in unconventional spaces, from aviation to ride-hailing and mobility services. It explores the realities they face while celebrating the confidence and determination that help them thrive.
The stories serve as a reminder that women can succeed in any field they choose, regardless of outdated expectations.
Inspiring Stories Take Center Stage at BeautyCon
The conversation continued at this year’s BeautyCon on March 20, where Modess gathered women who are actively breaking barriers in their respective fields.
Among the speakers was Kaila Estrada, who spoke candidly about navigating a demanding entertainment industry.
She shared, “We don't just belong in these spaces — we elevate them.”
Kaila also opened up about working through difficult days on set, emphasizing that discomfort should never stop women from trusting their bodies and continuing to move forward.
Astronaut candidate Kristine Jane Atienza offered another empowering perspective, revealing how hearing “babae kasi” only pushed her to work harder.
As she put it, “Every time I heard ‘babae kasi,’ I just trained harder. It became fuel.”
Her experience in astronaut training, even during physically challenging days, became proof that women are capable of far more than society often assumes.
Meanwhile, Girls Got Game co-managing directors Gybel Agregado and Kaye Martinez-Daly echoed the same spirit of resilience and leadership.
Agregado shared that their work is rooted in the belief that young girls deserve to see women lead and win unapologetically, while Martinez-Daly highlighted that true confidence means showing up, even on hard days.
Building Confidence Beyond Women’s Month
What makes this campaign especially meaningful is that it goes beyond a seasonal celebration.
Modess is continuing its partnership with Girls Got Game to support programs focused on building confidence, leadership, and resilience among young women.
By investing in girls early, the brand hopes to help them develop the strength to define themselves before the world attempts to do it for them.
As Senior Brand Manager Katee Tolabing shared, the goal is to help women show up confidently every day and embrace the freedom to keep going, even on their red days.
Campaigns like this resonate because they move beyond messaging and offer real visibility and support.
From practical menstrual care access to spotlighting women in unconventional careers, Modess is helping shift the conversation from limitation to empowerment.
Confidence is not something women need to earn. It is something they already possess.
This Women’s Month, the campaign serves as a timely reminder that women deserve to move through every space with comfort, pride, and unwavering self-belief.