Careline, Ever Bilena’s ‘baby sister,’ grows up

Are you hot for those liquid lipsticks that are all the rage thanks to a certain Kylie Jenner? You won’t need to order online and pay international shipping costs because they’re available right here, through Careline, a homegrown brand that’s just as trendy and made for those who love experimenting with makeup.

If cosmetic brands were human, Careline would be the edgy younger sister to Ever Bilena’s grownup, classic woman.

“When Careline was first conceptualized by my dad (Ever Bilena founder Dioceldo Sy), he wanted to cater to teenagers who were only learning about makeup and then hoping buyers would eventually convert to Ever Bilena,” says Denice Sy, Ever Bilena’s key accounts manager. “But when we did market research early last year, we found that there was not a (brand catering to) teenagers, and it could be any kind of brand, as long as it made them feel happy, cool, and represented them. So after that we had to rebrand, which is why we decided to make Careline what it is right now.”

The new Careline has products for every makeup personality, from classic-with-a-twist to trendy hipster to pop-princessy bold and outrageous.  There’s a Careline Matte Liquid Lipstick in gray for your Gigi Hadid days, bright purple for your Ariana Grande feels, as well as nudes worthy of Kylie herself.

Careline has also released a range of Melted Metallic lipsticks — liquid lippies that dry to a matte metallic finish — and we know every celeb worth her followers wears those, from Rihanna to our very own Andrea Brillantes. Careline also released a short digital film starring the teen actress, who leads a Girl Gang of four new talents found through an online model search: Alyana Chapman, Azusa Masu, Megu Demetrio and Regine Lacanienta. (You can watch the film on www.instagram.com/CarelinePH).

“The Careline Girl Gang is girls — and boys — that are having fun, and express themselves through makeup,” Andrea says. Her beauty advice? “No. 1 is be confident in yourself because even if your makeup is popping, if you’re not confident, you can’t carry it well.”

You do need confidence to pull off the rainbow of eye shadows contained in Careline’s Pocket Palettes, each of which contain 15 shades in a cunning little booklet you can secure with an elastic strap.

“If you’re millennial or Gen Z and want to do graphic eyeliner and bold eye shadow, Careline is for you,” says Olive Padilla, Ever Bilena Cosmetics Inc.’s marketing manager. “We’ve seen the market growing for the young ones; that’s when we realized we have to catch up with the development of new products to cater to Gen Z, which is very experimental. They don’t want to be plain and boring, they always want to stand out.”

Denice, who at 25 is on top of the trends and heads product development in collaboration with the marketing team, says they’re also innovating with Careline’s new Multi-sticks. Though these are coming next year, I’m craving all of them already. Along with universally flattering rose and peach blushes are sticks for contouring, brightening, and Strobe highlighting that you can swipe on your face and easily blend with your fingers. Most exciting of all is the Blur stick: “This is my favorite because you can use it underneath or over makeup,” Denice says. “Basically it erases your pores, so when you use it on its own, you don’t need to wear makeup and you will look like you’re poreless.”

Also up and coming are waterproof liquid liner pens, Go Long and Go Big mascaras with specially shaped wands for lengthening or volumizing, and retractable brow pencils that will be Careline’s version of Ever Bilena’s bestselling eyebrow pencils.

“We want to be at par with all the international brands coming in,” Olive says. “Hey, although we’re local, globally we can really compete.”

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Careline is available at Watsons, 7-Eleven, drugstores and department stores. To know more about the new Careline, visit https://careline.com.ph/, and follow their social media accounts: www.facebook.com/CarelineCosmetics, www.instagram.com/CarelinePH and www.instagram.com/CarelineGirlGang.

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