Baobab Eyewear, a proudly local brand born in Escolta, shares a powerful belief with the beloved P-pop group BINI: there’s strength in seeing things differently.

Today, this shared vision comes to life as Baobab announces BINI as its first-ever celebrity ambassadors, marking the start of an exciting new chapter in eyewear that resonates deeply with both fans and eyewear enthusiasts alike.

So, why partner with a relatively young eyewear brand instead of established industry giants to represent one of the country’s most popular girl groups?

The answer lies in the parallel journeys both Baobab and BINI have taken.

Like BINI, who rose to stardom through hard work and perseverance, Baobab started as a college entrepreneurial project and has grown into a brand that’s captured a loyal online following, driven by passion and a clear vision.

Both brands are united not just by their current successes but by the paths they’ve carved based on resilience, creativity, and a shared desire to break the mold.

They both challenge norms, offer fresh perspectives, and believe in the power of reinvention. This partnership isn’t just about eyewear, it’s a celebration of how both BINI and Baobab dared to dream big and embrace their individuality, ultimately forging their own unique identities.

Introducing BINIVISION by Baobab, a campaign that mirrors the spirit of both BINI and Baobab. It’s about empowerment, self-expression and style.

The campaign draws inspiration from superhero aesthetics, celebrating BINI’s eight members — Aiah, Colet, Gwen, Jhoanna, Maloi, Mikha, Sheena and Stacey, who started with humble beginnings, defied expectations, and rose to the top on their own terms, much like Baobab itself.

At its heart, this collaboration is all about the Blooms, BINI’s dedicated fanbase. Baobab is committed to offering exclusive BINI content, immersive experiences, and a journey that allows fans to see the world more clearly, and feel seen in the process.

BINIVISION by Baobab is a tribute to the courage it takes to stand out, show up, and change the way we see the world.

Launching exclusively on TikTok Shop on 30 April and rolling out on all Baobab platforms starting 3 May, the BINIVISION by Baobab campaign will feature eight new sunglasses (priced at P800), alongside the official debut of BINI as Baobab’s newest brand ambassadors.