Bless Asset Group Public Company Limited, or BLESS, has announced the launch of the "BLESSING HER" project under the concept of "Good things for her... passing on confidence to the fullest" in collaboration with Bella Ranee Campen, actress, CEO of the Masis brand, and Ms. Ploy Veena Maekhamneidchai, Bella's personal manager and Co-Founder of the Masis brand. They are supporting a budget of 1,000,000 baht to purchase innovative menstrual products to be distributed to vulnerable women through networks of foundations and charitable organizations across the country.

This collaboration began from a relationship that grew within the community of the "BLESSINGTON Wongwaen–Jatujoti" housing project when Ms. Ploy became a resident and stepped into the BLESS family. This bond has led to a partnership with Bella and Ploy, resulting in the "BLESSING HER" project, which aligns with BLESS's vision that believes a "home" is not just a place to live but a community that supports and grows together. BLESS Asset Group Public Company Limited, led by Mr. Chaiwat Kowitjindachai, CEO, and Ms. Nipa Apiratnarungreung, Deputy CEO, officially launched the "BLESSING HER" project with the goal of enhancing hygiene and quality of life for women in need, especially bedridden patients, women in emergency shelters, and those in remote areas.

The project aligns with the Sustainable Development Goals (SDGs), particularly SDG 3: Good Health and Well-being, SDG 5: Gender Equality, and SDG 10: Reduced Inequalities, by expanding access to quality hygiene products for vulnerable women nationwide. This reflects a business approach that considers social dimensions alongside sustainable growth. Mr. Chaiwat Kowitjindachai, CEO of BLESS Asset Group Public Company Limited, stated, "BLESS has always believed that 'the beginning of success starts at home.' A home is not just a building but a supportive community. The BLESSING HER project expands our care from housing development to quality of life improvement because true growth is not measured by the number of units we build but by the number of times we have the opportunity to 'give' back to society." Ms. Nipa Apiratnarungreung, Deputy CEO, added, "This project reflects the idea of doing business alongside creating shared value with society. We want to support the businesses of our residents while creating tangible outcomes. The budget of 1,000,000 baht will be distributed through networks of organizations that work closely with vulnerable groups to ensure that assistance reaches women in need and creates a sustainable positive impact."

Ms. Bella Ranee Campen, CEO of the Masis brand, stated, "As a woman, I believe that hygiene is the foundation of confidence. Masis was developed to help women live more confidently and comfortably. Collaborating with BLESS on the BLESSING HER project allows us to pass on opportunities and dignity to women who may not yet have access to quality products. Bella and Ploy are delighted and proud to be part of this giving initiative."

In the initial phase, the company will deliver products through charitable organizations, including the Mirror Foundation and the Association for the Promotion of the Status of Women under the patronage of Her Royal Highness Princess Soamsawali, before expanding support to other partner networks nationwide until the full budget of 1,000,000 baht is utilized by 2026.

Ms. Weeraporn Pasornratnasuk from the Mirror Foundation added, "The importance of menstrual hygiene products is something that society largely overlooks because every month, those facing this issue are women for 7-12 days. Especially vulnerable women who struggle to earn income to meet this basic necessity. Menstrual products that everyone can access should not be overlooked and should be equitably available."

Ms. Usa Lertsrisanthat from the Association for the Promotion of the Status of Women under the patronage of Her Royal Highness Princess Soamsawali concluded, "For women who come to stay, safety and dignity are of utmost importance. Receiving appropriate hygiene products not only helps maintain physical health but also boosts morale and confidence to start anew."

The "BLESSING HER" project not only reflects the role of a real estate developer focused on creating quality homes but also reinforces the stance of BLESS and Masis in growing alongside society, passing on confidence and dignity to Thai women "to the fullest" in line with the true intent of the project.