The beauty industry is constantly evolving, becoming more inclusive, sustainable, and accessible to a broader audience. This shift goes beyond products and trends, it’s an exchange that broadens how we understand beauty across different cultures.. Japanese skincare and makeup products have gone viral online, Korean beauty has become a worldwide phenomenon, and now, Filipino beauty brands are making their mark on the international stage.

A testament to this global fusion is the growing number of international stars endorsing local brands. One example is South Korean actor Choi Bo-Min, who recently made his Philippine beauty debut as the face of Ever Bilena’s Face Powder campaign. In an exclusive interview with Manila Bulletin Lifestyle, the “18 Again” star shares his take on beauty from a male perspective and reflects on what sets Korean and Filipino beauty practices apart.

Congratulations on becoming the face of Ever Bilena’s Face Powder! How does this campaign reflect your thoughts on beauty and self-care?

Thank you! Taking care of my skin and appearance has always been important to me. Looking neat and well-groomed has a positive effect on how I feel, too. I think Ever Bilena aligns well with this mindset, so working with the brand felt very natural.

Do you have a routine before stepping on stage or in front of the camera?

Nothing too special, but I always make sure to cleanse my face and apply enough moisturizer before a shoot. When your skin is dry, makeup doesn’t apply well, and especially in hot weather like now. I often finish with powder to keep things fresh and matte.

There’s still a perception that makeup is only for women. What would you like to say to people who think that way, or to men trying makeup for the first time?

I believe grooming and makeup are not limited by gender. Anyone should be able to present themselves neatly and confidently. I think it’s worth trying. For those just starting out, I’d suggest beginning with simple products—it’s an easy and natural way to get into it.

From your experience, did you notice any similarities or differences between Korean and Filipino beauty styles?

I’m grateful to be the model for such a well-loved brand. While styles may differ, I’ve noticed that both Korean and Filipino people have a strong appreciation of beauty. In the Philippines, probably due to the climate, there seems to be a preference for a fresh, matte finish, while in Korea, people often go for a dewy, natural look. It was interesting to observe those differences.

Lastly, what’s your message to your fans in the Philippines?

Thank you so much for your continued support. It’s because of you that I’ve been given this wonderful opportunity. I’ll keep doing my best to show you good work. Please stay healthy, and I hope your days are always filled with happiness.