Milagros, a hair-care company that started with homemade formulas in Caldas, Antioquia, in 2014, has signed Georgina Rodriguez — model, entrepreneur and partner of Cristiano Ronaldo — as the face of its first professional line. The deal is less a celebrity endorsement than a long courtship: negotiations and product testing ran for roughly 18 months before the launch.
Rodriguez did not just pose for photos. According to the company, she tested samples, pushed for formula adjustments and took part in developing the new range, which was refined with technical research carried out in Brazil. The three-product system, sold under the name Miracle Repair, includes a shampoo, conditioner and intensive-repair mask built around peptides, amino acids and hydrolyzed keratin, aimed at hair damaged by bleaching, colouring, straightening or heat styling. Her contract runs for one year, and more products or campaigns could follow.
The scale of the partnership signals Milagros' ambitions. Rodriguez counted around 78.2 million Instagram followers as of 8 October 2026 — an audience far beyond the Colombian market where the brand built its base. And Milagros arrives with real muscle: Forbes Colombia reported sales of 97 billion pesos (about US$22.4 million) in 2023, and the company now claims over 100,000 customers, 1,320 sales points and distribution covering more than 90% of the country.
International growth was already underway before Rodriguez came on board. Milagros made its first export in 2025 to Panama, and now has a commercial presence in the United States, Panama and Spain under the international platform Miracles by Milagros. The campaign itself was shot in Venice with a multinational crew — a New York makeup artist, a Swiss cinematographer, a Spanish production company and the Colombian team — over about six and a half hours of filming. Earlier celebrity work, such as partnering with former Miss Universe Paulina Vega in 2024, helped build domestic visibility; Rodriguez is a different order of magnitude.
Why does this matter to travellers? Colombian beauty products are increasingly part of the country's draw — visitors to Medellín, the departmental capital of Antioquia where Milagros grew up, will spot the brand in pharmacies and retail chains across the country. A Colombian company pushing into Europe and the US with a global face also reflects the broader rise of Latin American consumer brands worth seeking out on a trip. For anyone heading to Colombia, it is a locally made souvenir with a genuine backstory: a family business that scaled through word of mouth and a network of independent sellers before stepping onto the world stage.
The open question, as the source notes, is whether Rodriguez's star power translates into lasting demand in markets where Milagros has no established distribution. That test plays out over the next year.
