Portuguese television personality Cristina Ferreira is expanding her entrepreneurial reach with a new beauty product collaboration. Ferreira has partnered with ÈME Beauty by Maria Maia Beauty to launch a “power stick” – a dual-purpose blush and lipstick – marking her first foray into the cosmetics world.
Ferreira, already a prominent figure in Portuguese media and the founder of the empowerment platform Eu Sou GIRA, continues to diversify her business interests. The collaboration with ÈME Beauty represents a strategic alignment of two brands focused on female empowerment and self-expression. Eu Sou GIRA, which translates to “I am Pretty,” aims to empower women through health and pleasure products, podcasts, and inspirational content.
“Secret revealed. It’s not a lipstick, it’s not a blush, it’s both in one,” Ferreira announced, according to a translated statement. “The power stick from ÈME Beauty x Eu Sou GIRA is arriving soon. We spent months discovering the perfect product with Maria Costa Maia.” She further emphasized her admiration for Costa Maia’s work and her immediate acceptance of the collaboration when approached.
The partnership is framed as a synergistic union of two female-led brands with shared values. “GIRA is a platform for encouraging women, too. Two women at the helm of two brands with similar purposes. The union made perfect sense. And you will love the power stick. In two very different but essential colors. We’ll be showing you everything until the launch, which will also be very special. I’ll show you how to use it soon. Two brands. Two women. All women,” Ferreira added.
Maria Costa Maia, the founder of ÈME Beauty, is a young entrepreneur and digital influencer who has rapidly established herself in the Portuguese cosmetics sector. As of 2025/2026, she is approximately 29 years old and has built a significant following and a successful business centered around products like lip masks and blushes. Her brand has become recognized for its focus on beauty and self-care.
Ferreira’s move into the beauty industry is a natural extension of her broader mission to empower women, as evidenced by the ethos of Eu Sou GIRA. The platform, launched in February 2025, offers a range of products and content designed to promote female health and pleasure, challenging conventional norms and fostering a sense of self-acceptance. Ferreira herself is a well-known television host and media executive in Portugal, recognized for her engaging personality and ability to connect with audiences.
The launch of the power stick is anticipated to generate significant interest among Ferreira’s followers and the broader Portuguese beauty market. Her substantial presence on social media – with over 2 million followers on Instagram (@dailycristina) – provides a powerful platform for promoting the new product and reaching a wide audience. Ferreira’s Instagram feed showcases her fashion sense and lifestyle, further solidifying her position as a style icon and trendsetter.
The collaboration with ÈME Beauty also highlights a growing trend of celebrity-backed beauty brands, where influential figures leverage their personal brand and audience reach to launch successful cosmetic lines. This strategy allows entrepreneurs like Ferreira to tap into existing consumer loyalty and create products that resonate with their target demographic. The “power stick” concept, offering a dual-purpose product, also reflects a consumer demand for convenience and multi-functionality in beauty routines.
While details regarding the specific shades and pricing of the power stick remain forthcoming, the anticipation surrounding the launch suggests a strong potential for success. Ferreira’s commitment to empowering women, combined with Costa Maia’s expertise in the beauty industry, positions the collaboration as a promising venture with a clear message of self-love and confidence. The launch event itself is being teased as a special occasion, hinting at a larger marketing campaign designed to generate buzz and drive sales.
The partnership also comes at a time when the beauty industry is increasingly focused on inclusivity and representation. Ferreira’s platform, Eu Sou GIRA, explicitly aims to empower women, and the collaboration with ÈME Beauty is likely to reinforce this message. The emphasis on “two women” leading “two brands” underscores a commitment to female entrepreneurship and collaboration, resonating with a growing consumer base that values authenticity and purpose-driven brands.
Further details regarding the launch date and distribution channels for the ÈME Beauty x Eu Sou GIRA power stick are expected to be revealed in the coming weeks. Ferreira has promised to share more information with her followers, including tutorials on how to use the product, building anticipation for what is poised to be a significant moment in her expanding business portfolio.