The Pink Diva Project was created in 2010 by two friends, Josh Salinas, a stylist and hair/makeup artist and owner of Josh & Co., and Liana Gonzales, an attorney and photographer whose studio Diva Dulce Photography specializes in fashion and boudoir photography. Josh and Liana wanted to create an amazing experience for breast cancer survivors which would not only combine their artistic talents but would also provide a fun-filled glamorous day for women who had suffered through a difficult diagnosis and painful treatment. Their first {and only} Pink Diva in 2010 was Roselyn, a dear friend of Josh who had recently endured a mastectomy and reconstruction. That first photo shoot was a beautiful learning experience for both photographer and stylist as they learned more about Roselyn's story, her struggles with her body both internally and externally, and her hopes for the future. The shoot ended with an iconic image of Roselyn in a gorgeous pink wig. It was a heartwarming and laughter filled day for everyone - and ultimately it was the birth of a project that has grown in size and impact ever since. For the next few years, the Pink Diva Project often photographed 2-4 Pink Divas per year, and the team welcomed women who were not only survivors but current fighters too, including some who had received a Stage 4 diagnosis.

Each year, Josh and Liana and their teams provide the Pink Divas a day of supermodel treatment, complete with hair, makeup, styling, music, photo shoots - and a little champagne and chocolate too! Throughout the day, Divas are offered three looks for their photography sessions. The "casual look" allows the Diva to wear any outfit that represents her everyday or comfortable style. Divas often choose jeans, t-shirts, sundresses, and even sports jerseys. The "sexy look" offers the Diva the opportunity to be sassy, flirty or even daring. This was and is often the favorite look of the ladies! Finally, the "pink wig" look is the classic pink photo, usually from the chest or shoulders up, of the Diva in the legendary pink wig.

In 2014, the Pink Diva Project began its partnership with Breast Friends, a program offered through the Coastal Bend Wellness Foundation and funded solely through generous donations from the community. Breast Friends is 100% local and 100% of every donation goes directly to the program. Breast Friends provides complimentary bras containing breast prosthetics to mastectomy patients throughout South Texas. In the past, women who sought the appearance of breasts, either during the period of their reconstruction or permanently, often wore their old bras stuffed with tissue paper, socks, birdseed, or rice. Prosthetics are specifically made to feel, look, and move like real breasts and come in many shapes, sizes, and weights. Prosthetics and the accompanying specially designed bra can cost anywhere from $150-$350 depending on whether a woman has had a double or single mastectomy. The certified fitters at Breast Friends help each woman find the perfect garment, in a relaxed, feminine and private setting while also providing comfort and understanding to the struggles of each client.

Ever since partnering with Breast Friends, The Pink Diva Project has revealed the portraits of the Divas at a festive Unveiling Party and Ball. The evening is filled with great food and drink, delicious desserts, lively music, dancing, and lots of laughter. The Pink Divas, past [aka ,the "Pink Diva Alumni"] and present, strut down a "runway" with their portraits to the delight and applause of the audience. While the entire night is a beautiful showcase for all of the Pink Divas, its main purpose is to raise funds for Breast Friends. In 2019, in celebration of TEN YEARS of the Pink Diva Project, Josh and Liana and Breast Friends decided to take on their biggest Pink Diva class ever: TEN DIVAS! With the growing size of both the current Divas and the Pink Diva Alumni, the ten year celebration was crowned as the first ever "PINK DIVA BALL" held at the Omni Hotel.

After Covid postponements 2020-2022, our next big and celebratory Ball was held in January 2023 where we formally honored our two 2021 Divas [online reveal] and several new 2022 Divas. Breast Friends is still in great need of donations to provide much needed services to clients in our area. Remember our program is 100% local and 100% relies on donations from the community. Thank you for your support and showing our Pink Divas and Breast Friends so much love and support throughout the years.