Always a Colorful Future

First and foremost, I would like to send my heartfelt congratulations to the Daily Tribune for reaching its 23rd year anniversary milestone this year. This momentous occasion is proof of your resiliency, adaptability and grit — admirable qualities that also strongly resonate with our company, Ever Bilena Cosmetics, Inc.

Ever Bilena also recently achieved its own milestone as it marked its 40th year anniversary last March. It was an accomplishment made even more meaningful as we celebrate the occasion after overcoming an unforgettably huge challenge which all of us went through: The global pandemic.

Where color cosmetics thrived on accentuating the facial beauty of an individual, the pandemic suddenly changed all that as mask mandates and lockdowns were implemented to protect everyone from the Covid-19 virus. As people stayed home, they no longer needed to wear makeup. As a result, our sales and revenues suddenly dropped.

But we remained steadfast, resilient and adaptable through that very trying period. While makeup wasn’t a necessity during those times, we saw an opportunity in skin care. EBCI was quick to answer to the emerging trend as it pivoted its focus from makeup to skin and self-care products, such as Hello Glow, touted as EBCI’s “pandemic baby;” Ever Organics, an effective and affordable skin care line; Hya Loo, a health and beauty brand that synergizes nature’s moisture in all its products; and Blackwater that offers affordable fragrance and grooming products.

I can’t help but be excited about the future. With the color cosmetics industry rapidly bouncing back, we are right in the thick of it as we remain aggressive in introducing new innovations and new releases from all EBCI brands — foremost, our bread and butter, Ever Bilena, as well as its sister brands, Careline and Spotlight.

With my daughter Denice Sy succeeding the business, and with her, a young workforce consisting of 50 percent millennials and 25 percent Gen Z, I’m confident that she will steer the company towards a direction that is even more relevant to the times, with cruelty-free makeup that also cares for the skin, new brands that bring Korean skincare within the reach of our customers, as well as the latest makeup products that the new generation of users crave and can afford. All these EBCI brands and products are complemented by visually appealing fixtures and brand displays that can be found in our physical and flagship physical stores.

We know that these days and in the near future, makeup will no longer an exclusive domain of a particular gender or age bracket. As Ever Bilena excitedly forges its way into the future, inclusivity is a principle that we avidly adhere to as we continue to initiate campaigns and introduce products that inspire the new generation of users, boost their self-confidence and embrace their unique attributes, features and personalities.


Dioceldo Sy is the founder and chief executive officer of Ever Bilena Cosmetics, Inc., which was established in 1983.