Lori Harvey is adding another executive title to her growing business portfolio—and this one puts her behind the scenes as much as in front of the camera. The entrepreneur has been named chief creative advisor for Gran Coramino, the tequila company co-founded by Kevin Hart, marking the brand's first celebrity partnership as it looks to expand its reach with female consumers.
WWD was the first to break the news, revealing that Harvey will help shape the creative direction of Gran Coramino's new “Coramino Woman” initiative, overseeing campaigns, cultural activations, and brand experiences, and will also star in the company's latest advertising campaign. Her role comes at a key moment for the tequila label, which says it recently surpassed $200 million in retail sales after growing 85 percent during 2025.
Harvey said the opportunity aligned with the way she's approached business throughout her career.
"Creating meaningful experiences has always been one of my greatest joys. Whether I'm bringing together friends, celebrating family, or simply making people feel seen," she said in a statement. "I believe the smallest details leave the biggest impressions, and that's the philosophy I'll bring to Gran Coramino. Every sip, every gathering, and every celebration should feel thoughtful, elevated and unforgettable."
For Hart, bringing Harvey into the fold was about more than finding a recognizable face for a campaign. "We've spent the last four years building Gran Coramino Tequila with me at the center," he said in the same statement. "As the brand has grown exponentially, we knew it was time to expand our focus on the female audience and bring in a woman whom our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative."
He added, “Lori is the perfect choice; her audience is loyal, her taste is impeccable, and she is an expert in fully immersing herself in a brand's ecosystem to make a real impact.”
The partnership continues a steady evolution in Harvey's career. Earlier this month, she fronted Oner Active's inaugural ONER MODE campaign, becoming the face and creative force behind the athleisure brand’s latest capsule.
