In 2005, Longoria founded UnbeliEVAble Entertainment, a film and television production company. In 2023, the company was acquired by Hyphenate Media Group, a production company co-founded by Longoria and Cris Abrego. She also executive produced the Lifetime television series Devious Maids (2013–2016), the short-lived NBC sitcom Telenovela (2015–2016) in which she starred, and the films The Harvest (2013) and Food Chains (2014). Her directorial ventures include the television series Ashley Garcia: Genius in Love (2020), for which she was nominated at the Daytime Creative Arts Emmys, and the Oscar-nominated film Flamin' Hot (2023).
Longoria received a star on the Hollywood Walk of Fame in 2018. She has appeared in several advertising campaigns, including with L'Oréal, New York & Co, Pepsi, and launched her own fashion and perfume brand in 2017. Her other business ventures include opening the restaurant Beso in 2008, investing in businesses and films such as John Wick (2014), and publishing a cookbook.
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