Ever Bilena, Inc. (EB) is a Philippine cosmetics company based in

Caloocan Caloocan, officially the City of Caloocan (; ), is a highly urbanized city in Metro Manila, Philippines. According to the 2020 census, it has a population of 1,661,584 people making it the fourth-most populous city in the Philippines. Caloo ...

Metro Manila Metropolitan Manila ( ), commonly shortened to Metro Manila and formally the National Capital Region (NCR; ), is the capital region and largest List of metropolitan areas in the Philippines, metropolitan area of the Philippines. Located ...

Philippines The Philippines, officially the Republic of the Philippines, is an Archipelagic state, archipelagic country in Southeast Asia. Located in the western Pacific Ocean, it consists of List of islands of the Philippines, 7,641 islands, with a tot ...

History

Ever Bilena started out as a local

wholesaler Wholesaling or distributing is the sale of goods or merchandise to retailers; to industrial, commercial, institutional or other professional business users; or to other wholesalers (wholesale businesses) and related subordinated services. In ...

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

-made

nail polish Nail polish (also known as nail varnish in British English or nail enamel) is a lacquer that can be applied to the human Nail (anatomy), fingernails or toenails to decorate and protect the nail plates. The formula has been revised repeatedly t ...

in the Philippines in 1983. The business initial team had only five people and started with a capital. The cosmetics company, was established by businessman Dioceldo Sy who previously worked for his grandfather's company which sold

pomade Pomade is a greasy, waxy, or water-based substance that is used to style hair. It generally gives the user's hair a shiny, slick appearance. It lasts longer than most hair-care products, and often requires repeated washes for complete remov ...

. Sy later ventured on a business of his own after his grandfather's business folded. Its early years, coincided with an economic and political crisis which occurred during the last years of President

Ferdinand Marcos Ferdinand Emmanuel Edralin Marcos Sr. (September 11, 1917 – September 28, 1989) was a Filipino lawyer, politician, dictator, and Kleptocracy, kleptocrat who served as the tenth president of the Philippines from 1965 to 1986. He ruled the c ...

' administration. It failed to get its nail polish product approved for department store consignment due to unproven reputation of the brand at the time and distributed its products to vendors in

Divisoria Divisoria () is a commercial ''sub-district'' along the districts of Tondo, Binondo, and San Nicolas in Manila, Philippines known for its mass market shops selling low-priced commodities; and for its diverse manufacturing activities. Tutuban C ...

, Hortaleza, and other smaller retailers. Ever Bilena experienced growth, posting an expansion of the business by 200 percent in 1985. Its products were eventually made available in major department stores in the Philippines, and Ever Bilena expanded operations in other parts of the country including Visayas and Mindanao. The company had its own manufacturing plant which was closed in 2004. The following year it released its first product for the body care segment and skin care line. In mid-2007, Ever Bilena began getting involved in

direct selling Direct selling is a business model that involves a party of people buying products from a parent organization and selling them directly to customers. It can take the form of either single-level marketing (in which a direct seller makes money pu ...

, at the time, Avon Philippines and Fullerlife Direct Selling (now known as Tupperware Brands Philippines) were among the major players in the direct selling cosmetics industry. In early 2008, it established direct selling operations in

Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...

Macau Macau or Macao is a special administrative regions of China, special administrative region of the People's Republic of China (PRC). With a population of about people and a land area of , it is the most List of countries and dependencies by p ...

, and

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

Other involvement

Ever Bilena is the official sponsor of the

Binibining Pilipinas Binibining Pilipinas (abbreviated as Bb. Pilipinas or BBP; ) is the oldest active national beauty pageant in the Philippines. Founded in 1964, it currently selects Filipina representatives to compete in one of the Big Four international beau ...

Miss Philippines Earth Miss Philippines Earth (2004–2017, 2019–present), originally titled Miss Philippines (2001–2003) then Miss Earth Philippines (2018), is a national beauty pageant held annually in search of "the most beautiful and environmentally-conscious ...

, and

Miss Earth Miss Earth is an annual international major beauty pageant based in the Philippines that advocates for environmental awareness, conservation and social responsibility. Along with Miss World, Miss Universe, and Miss International, it is one ...

pageants.It is also the owner of a team in the

Philippine Basketball Association The Philippine Basketball Association (PBA) is a men's professional basketball league in the Philippines, composed of twelve company-branded Franchising, franchise teams. Founded in 1975, it is the first professional basketball league in Asia ...

, which currently plays as the

Blackwater Bossing The Blackwater Bossing is a professional basketball team owned by Ever Bilena, Inc. that is playing in the Philippine Basketball Association (PBA) beginning in the 2014–2015 season. The franchise started as one of the founding teams in the ...

. It acquired the PBA franchise in 2014.

References

External links

* {{Official website, https://www.everbilena.com.ph Cosmetics companies of the Philippines 1983 establishments in the Philippines Companies based in Caloocan Philippine companies established in 1983 Chemical companies of the Philippines Chemical companies established in 1983 Personal care companies of the Philippines Privately held companies of the Philippines