This Local Cosmetics Company Aims to Compete With International Brands

You don’t have to spend a lot to cop the look you like.


( It’s no easy feat for any company to survive—much less thrive—in an industry as competitive as beauty, but for 35 years, Ever Bilena has proven itself not just as one of the Philippines’ biggest homegrown brands, but also as one of its best.


Established in 1983 by an enterprising young man by the name of Dioceldo Sy, Ever Bilena initially offered only a single product: nail polish. Since then, the brand’s reach has grown. It now has over 200 points of sale, more than 25,000 sellers, and a portfolio that includes more than 1,000 different products. This massive scale has allowed the brand to cater to millions of consumers, offering hundreds of options for beauty aficionados of all ages and persuasions.


However, it is not simply by expanding its geographic range that Ever Bilena has become the top cosmetics company in the country. Its main mission was, and still is, to provide top-notch products at affordable prices for every Filipino. For more than three decades, it has stayed on the cutting edge of makeup and beauty trends, melding the practical with the aspirational. From the vivid shadows of the ’80s to the shimmers and glosses of the ’90s, and even to the rapidly shifting trends of today, the brand has always managed to release products that can address the needs of even the most discerning consumers.


Whether a customer wants a classic look or an edgier aesthetic, Ever Bilena offers products that can compete with—and sometimes outperform—those from much more expensive and much less accessible international brands. It wouldn’t be a stretch to say that Ever Bilena has found its way into the makeup bag of nearly every Filipina, whether she’s a student, a career woman, a celebrity, or even a professional makeup artist.


Over the decades, Ever Bilena has come a long way, changing with the times and working with a lengthy list of endorsers who embody different kinds of beauty. Today, some of the country’s most recognizable and most beautiful faces represent the brand: models Max Collins and Daiana Menezes; actresses Sunshine Cruz, Ashley Ortega, Loisa Andalio, Andrea Brillantes and Yana Asistio; actors Ronnie Alonte and Derrick Monasterio; singer Christian Bautista; and creative director Martine Cajucom. This year, the brand also announced its collaboration with its newest ambassador, Kris Aquino.


In its 35th year, Ever Bilena is bigger and better than ever, showing no signs of slowing down. Its vision of bringing beauty to every Filipino home across the globe is quickly becoming an exciting and foreseeable reality.

This article is sponsored by Ever Bilena.
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