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Manila Bulletin devider devider The Filipina Beauty, 35 Years Later

The Filipina Beauty, 35 Years Later

Published Apr 8, 2018 12:05 am
By Sara Grace C. Fojas From a simple housewife tending to the needs of the husband and children, the Filipina has stepped up her game and now belongs to the group of bosses and CEOs, running her own business, paying her own bills, and living the independent life. Growing with this modern Filipina is one of the Philippines’ biggest cosmetic empire, a brand that has been a household name for 35 years. From a nail polish store managed by Chinese Filipino businessman Dioceldo Sy in 1983, Ever Bilena has grown into affordable cosmetics all over the Philippines, with more than 1,000 products and direct sellers around the country today. Now the company offers a wide array of affordable cosmetic products ranging from eyeshadows, mascaras, BB creams, and concealers to perfumes, lipsticks, makeup palettes, and makeup tools. Opening its 35th anniversary party last month was a scene from one of the most-loved movies today, The Greatest Showman. It was a medley of performances, with energetic and graceful dance routine of “The Greatest Show” and “Rewrite the Stars.” The celebration was even more entertaining with the original songs of Morisette and Christian Bautista. It was attended by epitomes of Filipina beauties, the Bb. Pilipinas winners—Bb Pilipinas Universe Catriona Elisa Gray, Bb. Pilipinas International Ma. Ahtisa Manalo, Bb. Pilipinas Supranational Jehza Huelar, Bb. Pilipinas Grand International Eva Patalinjug, Bb. Pilipinas Intercontinental Karen J. Gallman, Bb. Pilipinas Globe Michelle Gumabao, Bb. Pilipinas 2nd Runner Up Samantha Bernardo, and  Bb. Pilipinas 1st Runner Up Vickie Marie Milagrosa Rushton. The brand’s celebrity endorsers Andrea Brillantes, Loisa Andalio, Ronnie Alonte, Max Collins, Dianne Medina, Diana Meneses, and Sunshine Cruz were also present to celebrate with the Ever Bilena family. “We were a 10-man company in 1983. Even then, we were passionate to make a mark in the beauty industry and with this passion we surpassed a lot of struggles, especially during the Martial Law era. One thing is constant in our company, we faced the trials, we embraced the change, and we evolved. This we will continue to do for the next 35 years and we promise to keep up with the changing time for the Filipinos. Today, Filipinas have become women who make change. Nowadays they are in the field working or running the company, and we will be there with them,” says Silliman Sy, Ever Bilena COO. More than a makeup brand, Ever Bilena is also a champion of the country’s social development. For its 35th year, the brand donated a check worth P1 million each to Uplift Cares Global Movement Foundation, Inc, which helps transform the lives of marginalized youth, families, and communities; and Hope for Lupus, a foundation that fights against lupus and spreads awareness about the disease.
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