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

Caloocan Caloocan, officially the City of Caloocan ( fil, Lungsod ng Caloocan; ), is a 1st class highly urbanized city in Metropolitan Manila, Philippines. According to the 2020 census, it has a population of 1,661,584 people making it the fourth-most ...

Metro Manila Metropolitan Manila (often shortened as Metro Manila; fil, Kalakhang Maynila), officially the National Capital Region (NCR; fil, link=no, Pambansang Punong Rehiyon), is the capital region, seat of government and one of three List of metrop ...

Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

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 g ...

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia, at the junction of the East and South China Seas in the northwestern Pacific Ocean, with the People's Republic of China (PRC) to the northwest, Japan to the nort ...

-made

nail polish Nail polish (also known as nail varnish or nail enamel) is a lacquer that can be applied to the human fingernail or toenails to decorate and protect the nail plates. The formula has been revised repeatedly to enhance its decorative properties ...

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 Dioceldo S. Sy (born March 6, 1958) is a Filipino businessman, sportsman, and team owner of Blackwater Elite in the Philippine Basketball Association. He is the sole proprietor of Ever Bilena Cosmetics, Inc. which he established in 1983. Early ...

who previously worked for his grandfather's company which sold

pomade Pomade (; French ''pommade'') or pomatum is a greasy, waxy, or water-based substance that is used to style hair. Pomade generally gives the user's hair a shiny and slick appearance. It lasts longer than most hair-care products, and often re ...

. 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 politician, lawyer, dictator, and kleptocrat who was the 10th president of the Philippines from 1965 to 1986. He ruled under martial ...

' 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 center in between Tondo and Binondo in Manila, Philippines known for its shops that sell low-priced goods and its diverse manufacturing activities. Tutuban Center is situated within the commercial hub along with a night ...

, 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 release 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 consists of single-level marketing (in which a direct seller makes money by buying products from a parent organization and selling them directly to customers) and multi-level marketing (in which the direct seller may earn money f ...

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

Hong Kong Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China ( abbr. Hong Kong SAR or HKSAR), is a city and special administrative region of China on the eastern Pearl River Delt ...

Macau Macau or Macao (; ; ; ), officially the Macao Special Administrative Region of the People's Republic of China (MSAR), is a city and special administrative region of China in the western Pearl River Delta by the South China Sea. With a pop ...

, and

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, borde ...

Other involvement

Ever Bilena is the official sponsor the

Binibining Pilipinas Binibining Pilipinas (abbreviated as Bb. Pilipinas; ) is a national beauty pageant in the Philippines that selects Filipina representatives to compete in one of the Big Four international beauty pageants: Miss International and selects two ot ...

pageant since

2018 File:2018 Events Collage.png, From top left, clockwise: The 2018 Winter Olympics opening ceremony in PyeongChang, South Korea; Protests erupt following the Assassination of Jamal Khashoggi; March for Our Lives protests take place across the United ...

. 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 franchised teams. Founded in 1975, it is the first professional basketball league in Asia and is the se ...

, 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 began as one of the founding teams in the PB ...

. It acquired the PBA franchise in 2014.

References

{{reflist Cosmetics companies of the Philippines 1983 establishments in the Philippines Companies based in Caloocan