Fun beauty facts: The five sub-brands under Ever Bilena

We love that new local cosmetics companies are pushing the envelope when it comes to beauty, but still, we have to pay homage to the legend that is Ever Bilena. With 33 years in the beauty industry under its belt, it has become the top makeup brand in the country that several generations of women know and love through the years. 

Most Pinays start their collections with some choice EB products in the mix.  They continue to come back for reliable favorites as well as on-trend innovations at affordable prices. Ever Bilena knows this, which is why it is continuously developing new products and expanding their reach with the hottest local celebrities as their brand ambassadors.

From left: Sam Concepcion, Andrea Brillantes, Angelina Montano, Janelle Olafson, Dianne Medina, Sunshine Cruz, Chanel Olive Thomas, Daiana Menezes, and Christian Bautista

From left: Sam Concepcion, Andrea Brillantes, Angelina Montano, Janelle Olafson, Dianne Medina, Sunshine Cruz, Chanel Olive Thomas, Daiana Menezes, and Christian Bautista

If you haven’t visited Ever Bilena in a while though, then you are in for a surprise! The brand has carried over a thousand products in the last three decades, and their current selection remains extensive. To make it easier for customers to find what they need and highlight key differences in their products, Ever Bilena created sub-brands that cater to different beauty lovers:


Ever Bilena

The original iconic makeup range, EB features classic colors that withstand the test of time. Think Old Hollywood glamour! The bestselling Ever Bilena Matte Lipsticks (P165) boast of a wide spectrum of shades that go beyond your usual pinks and reds. If you read local magazines, you’ll probably spot ads featuring Sunshine Cruz wearing a statement shade, Vivid Violet, a deep plummy purple that’s not for the faint of heart.

The EB Liquid Concealer (P140) is also a consistent crowd favorite because it doubles as a corrector to help cover up dark circles. And if you’re one for some retro beauty, their 80-peso magic lipstick is surprisingly vibrant and long-lasting with a modern matte finish!

EB Advance

Taking trendy products and turning them into a pro-worthy line, the EB Advance Supreme Lipsticks (P200) are bolder and brighter than that of the original range yet manage to stay within a competitive price point. We’ve also often included picks from this line in our Budget Beauty features. We’ve used the EB Advance Blush Duo (P225) as blush, contour, and eyeshadow, while the EB Advance Lip and Cheek Stain (P155) is one of our top picks for that on-the-go flush. The EB Advance Uncover Eyeshadow Palette (P375) has also caught our eye because it contains 12 ultra-flattering earth tones and nudes that range from matte to metallic to sparkle.


For teenagers who want to play with youthful, age-appropriate colors, there’s Careline to get them started. Bright pops of color make the products a lot more fun to play with and less intimidating to newbies. Palette-lovers will love the travel-friendly size of the Careline Pocket Palettes (P90), which come in three set variants and contain a stunning array of 15 mini eyeshadows each! For those who have strict no-makeup policies in school though, the Careline Macaron Lip Balm (P85) and the Careline Emoji Balm (P80) are super adorable options for keeping young lips soft and moisturized.

EB Blackwater

Branching out into fragrances, the Blackwater line is designed for men and women alike. It includes a selection of body sprays and deodorant sprays, but they also make great hair styling products! Get sleek tresses from Blackwater Women Hair Shine (P110), which helps smooth strands and give your mane a healthy sheen. For men (and women) who want to fix their hair into place, try the Blackwater Hair Gel (P66) or the Blackwater Hair Wax (P96).

EB Naturals

Following the local wave of support for all-things natural and organic, Ever Bilena Naturals offers a selection of soaps and lotions. The Kojic + Papaya Skin Lightening Soap (P30) promises a more potent treatment for evening out the skin tone, while the Whitening Papaya Soap (P30) offers a gentler alternative. You can also keep hands soft and supple with the help of the purse-friendly EB Naturals Hand Cream (P90) and its lovely floral packaging design.

I was lucky enough to sit down with Ever Bilena brand ambassador Sunshine Cruz for a bit of beauty talk! She shares that she and her sisters have always been loyal EB users because the combination of world-class quality and affordable prices are just unbeatable. A self-confessed lipstick girl, she especially loves using the bold and bright-colored matte lippies because they make her naturally fair complexion look more vibrant.

Shine is wearing the Ever Bilena Matte Lipstick in Posh Plum

Shine is wearing the Ever Bilena Matte Lipstick in Posh Plum

Gracious and warm, she looks more like a 20-year-old than a woman close to her 40s, but she reveals that her clear skin is more a result of good habits than a ton of products. She never sleeps with her makeup on, drinks a lot of water, catches up on sleep whenever she can, and makes sure to sweat it out with regular boxing sessions. When I asked her what beauty advice she would give her younger self, she quickly answered to not be swayed by trends and stick instead to what actually looks good on you.

My very first Ever Bilena product was an eyeshadow, which I still keep for sentimental reasons! Do you still remember your very first Ever Bilena product? What are your current favorites?