Colombian hair-care brand Milagros spent about a year and a half building a relationship with Georgina Rodriguez before the Argentine-Spanish model and entrepreneur agreed to become the face of its professional line.
Ronaldo’s partner did not simply sign on for an advertising campaign. Milagros says Rodriguez tested its products and helped develop and evaluate formulas for the new professional line, including through testing in Brazil.
The agreement names Rodriguez as the image of Milagros Professional for one year. Milagros filmed the campaign in Venice, Italy, as part of its strategy to expand beyond Colombia.
How did Milagros convince Georgina Rodriguez?
According to Isabel Rivas, Milagros’ director of communications and talent, negotiations began more than a year before the campaign launched. Rodriguez received product samples to test before deciding whether to commit to the brand.
Laura Alvarez, creative director at Milagros, said the 18-month process involved product testing, formula adjustments and close collaboration with Rodriguez’s team. Rodriguez agreed to the partnership after using the products herself.
Her role went beyond promotion. Milagros said Rodriguez participated in developing its new professional range, which includes a shampoo, conditioner and intensive-repair mask for damaged or chemically treated hair.
Rivas said the final formulas were reached after approximately 18 months of adjustments, incorporating technical research conducted in Brazil. The agreement gives Rodriguez a one-year role as the face of the line. Milagros has also indicated that additional advertising materials and products could emerge from the collaboration.
Why is Georgina Rodriguez important to Milagros?
Rodriguez brings an audience far larger than the Colombian market where Milagros built its business. Her Instagram account had about 78.2 million followers on Oct. 8, 2026, according to third-party tracking data. HypeAuditor recorded more than 78.25 million followers earlier in October, while another service put the figure at 78.24 million on Oct. 8.
That reach comes as Milagros moves from a largely Colombian consumer base toward international markets. The company reports more than 100,000 customers, 1,320 sales points in Colombia and 60 products in its portfolio. It also says its distribution network reaches more than 90% of Colombian territory.
Milagros was founded in 2014 in Caldas, Antioquia, after its first products were developed from homemade formulas. The company says it began as a family business and expanded through consumer recommendations and a network of sellers.
Its growth was already substantial before Rodriguez joined the brand. Forbes Colombia reported that Milagros recorded sales of 97 billion Colombian pesos, about US$22.4 million, in 2023, after building a distribution model that included independent sellers and expanding into national retail channels.
Milagros therefore enters the Rodriguez partnership with an established domestic operation rather than as a startup relying on a celebrity to create its first market.
What does Milagros’ international expansion look like?
Milagros had already begun exporting before launching its partnership with Rodriguez. The company says its first international export took place in 2025, when it entered Panama. It later established a commercial presence in the United States, Panama and Spain and created Miracles by Milagros as an international platform. Its current website lists the United States as one of its international markets and notes a presence in Panama and Spain.
The new professional line is intended to support that expansion. Milagros describes it as its first professional hair-care line and markets the three-product system under the name Miracle Repair. The products use peptides, amino acids and hydrolyzed keratin and target hair damaged by bleaching, coloring, straightening or repeated heat exposure.
The company has used celebrity partnerships before. In 2024, former Miss Universe Paulina Vega became the official face of one of its launches, helping Milagros build visibility in Colombia. Rodriguez represents a much larger international audience and a different scale of global exposure.
Milagros produced the campaign in Venice with an international production team. The brand brought together an international crew, including a New York makeup artist, a Swiss cinematographer and a Spanish production company, alongside the Colombian team that traveled to Italy for the shoot. Filming lasted about six and a half hours.
For Milagros, the immediate goal goes beyond attaching a famous name to a Colombian product. The company is using Rodriguez’s international visibility to introduce its professional line to consumers beyond its established market and create opportunities for further expansion.
The longer-term test will be whether that visibility helps Milagros build lasting demand in markets where the Colombian brand has yet to achieve the same distribution and consumer recognition it has at home.