Lori Harvey is expanding her business empire with another executive role, this time stepping behind the scenes as well as in front of the camera. The entrepreneur has been named Chief Creative Advisor for Gran Coramino, the tequila brand co-founded by Kevin Hart, becoming the company’s first celebrity partner as it aims to strengthen its appeal among female consumers.
WWD first reported the news, revealing that Harvey will help lead the creative vision for Gran Coramino’s new “Coramino Woman” initiative. Her responsibilities will include overseeing marketing campaigns, cultural activations, and brand experiences, while also appearing in the company’s newest advertising campaign. The appointment comes as the tequila brand continues its rapid growth, having recently surpassed $200 million in retail sales after posting an 85 percent increase in 2025.
Harvey said the new role reflects the same approach she has taken to 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, the decision to bring Harvey on board went beyond adding a familiar face to the brand.
“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 continued, “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 collaboration marks another milestone in Harvey’s growing business career. Earlier this month, she also led Oner Active’s first-ever ONER MODE campaign, serving as both the face of the athleisure collection and a key creative force behind its latest capsule.
