The beauty of success

MANILA, Philippines - With the changing needs of Filipinas especially when it comes to cosmetics, a lot of international makeup brands started to flock the country to offer their products. But one local brand remains to be the closest to every Filipino home — Ever Bilena Cosmetics.

Ever Bilena, established in 1983 by businessman Dioceldo Sy, started off with a nail polish line branded as Ever Bilena Nail Polish. Driven by the goal to expand to offer its full service to the public, the company has grown into a full cosmetic line within a few years. Its dedication and optimism accompanied with its 31-year run in the business of beauty and body care solidified its presence in the cosmetics arena.

Ever Bilena’s continuous expansion gave birth to other brands. Besides the Ever Bilena heritage brand that offers diverse and affordable makeup that fits conventional Filipinas, there also came the EB Advance that caters to the changing needs of modern Filipinas; Careline, which is the “go-to” cosmetics of Filipina teens; and Blackwater designed for modern and confident Filipinos who want to “smell good and feel good.” Together with these brands, Ever Bilena is able to offer beauty care products for each family member and gender; Ever Bilena and EB Advance for working Filipinas and mothers; Careline for Filipina teenagers; and Blackwater for the Filipino gentlemen and fathers.

This sort of family affair within Ever Bilena is also strengthened with the return of its former endorser Sunshine Cruz, the introduction of Julie Anne San Jose as the new Careline endorser, as well as the continued support of current endorsers Christian Bautista, Sam Concepcion and Chris Banchero for Blackwater and Karylle for Pinkwater.

Despite all the success and being a household name for cosmetics, Ever Bilena is not complacent and remains focused in improving the quality of its products ensuring that its cosmetics are at par with the well-known brands.