By Aira Villanueva-Vinoya, PRA
“Inclusivity” has become a buzzword in today’s beauty landscape but for Ever Bilena (EB), it’s more than a trend. It’s a commitment to create meaningful connections through beauty.
According to Denice Sy, Ever Bilena’s Chief Sales and Marketing Officer, inclusivity for the brand goes beyond simply offering a diverse range of products.
“Makeup isn’t just about products, it’s about connections. It’s a lifestyle,” Denice shared.
Recognizing the strong cultural bond people form through entertainment particularly K-pop and Thai pop culture, Ever Bilena took a bold step: introducing male endorsers to represent the brand.
“There’s absolute joy and connection in pop culture, from singing at concerts, trading merch, or dressing up for fan meets. We wanted everyone to feel part of that same world of lifestyle, fun, and community,” she said.
For Denice, featuring male endorsers is not about breaking stereotypes for attention, but about normalizing beauty for everyone.
“Beauty is for everyone. When you see male endorsers confidently using products like lip balm and they’re not even part of the LGBTQ+ community, they’re straight men, it sends a powerful message. We want to show that enjoying beauty isn’t limited by gender. Whether you’re a cis male or anyone else, beauty and self-care are for you,” she explained.
Ever Bilena’s decision to feature male endorsers was a deliberate move, one that challenges conventions and sparks conversations about what beauty and inclusivity really mean today.
Looking ahead, Denice also shared her vision for the brand’s next chapter: highlighting Filipina beauty on the global stage.
Denice emphasized that while Korean, Japanese and Thai beauty have gained worldwide recognition, Philippine beauty still deserves its moment on the global stage. She envisions Ever Bilena playing a key role in showcasing the distinct charm, confidence, and diversity of the Filipina. At the same time, she ensures that every product the brand releases is created with purpose, authenticity, and genuine relevance to its customers, not just for the sake of launching something new.
Discover more of Denice Sy’s inspiring insights on beauty, inclusivity, and Filipino pride in her exclusive interview on PRA’s YouTube channel and Spotify.
