Celebrating an Icon: The Toast of New York Collection

Product photography by Perkin Gotohio

Do you remember your first "grown-up" lipstick? For many Filipinas, that shade was Toast of New York by Ever Bilena. It had this warm terracotta-brown hue that looked good on just about everyone. It was affordable, dependable, and something you’d find in your tita’s purse and your best friend’s makeup kit. It was, in short, iconic.

So when I heard that Ever Bilena was launching a full collection inspired by Toast of New York, I was immediately intrigued. It’s a clever move, and a nostalgic one too. But does it live up to the memory, and more importantly, does it work for today's beauty standards? I spent the last few weeks trying out the collection. Here's everything you need to know, with swatches!

Baked Palette (P395 / 8.5 g)

This eyeshadow and blush palette includes nine baked pigments in a mix of mattes and shimmers, with both warm and cool tones. It’s designed for versatility, offering neutrals for everyday wear and a few richer shades for more dramatic looks.

At first glance, the palette is quite pretty. The shimmer shades catch the light nicely and the pan design gives it a slightly elevated feel. However, when it comes to performance, I found the pigmentation a bit underwhelming, especially from the light shades. They needed layering to show up, and while that makes the palette more beginner-friendly, it might leave more experienced users wanting more depth and vibrancy.

I also wish the overall tone leaned warmer to match the lip and cheek colors in the collection. The concept would have come together more cohesively if the shadows echoed that signature burnt orange-brown theme that made Toast of New York special in the first place.

That said, it’s not a bad palette. The shimmers perform well, and the shades are wearable, which counts for something. If you're looking for an everyday palette that's easy to use, this can still be a practical pick.

Dough Blush (P295 / 4 g)

Now this is the diamond of the collection.

The Dough Blush has a bouncy, creamy texture that melts beautifully into the skin. It blends effortlessly with either fingers or a brush, and it sets down just enough to stay put without looking powdery. What really impressed me was how natural it looked on the skin, it’s luminous but not shiny, soft but not sheer. Just a healthy, skin-like flush.

The Medium shade in particular was stunning on my skin. It has that warm, toasty undertone that flatters Filipina complexions so well. It wears for about five to six hours before fading gently, which is respectable for a cream blush, especially in this weather.

This is one of those products that you reach for without thinking. It’s easy, reliable, and flattering. If you're only picking up one thing from this collection, let it be the blush.

Liquid Lipstick (P295 / 2.8 g)

This matte formula claims to be non-drying and delivers full color in a single swipe. I’d say it lives up to that promise.

It goes on creamy and sets into more of a satin finish for me, not fully flat, which I personally prefer. The texture is lightweight and doesn’t tug on the lips during application. I was surprised by how comfortable it stayed throughout the day. It does transfer a little, but not excessively, and you can go several hours before needing a touch-up.

The shades Medium and OG were the standouts for me. Medium is that classic Toast of New York hue, a wearable warm terracotta that instantly brightens the face. OG, on the other hand, is a deeper, richer version that looks especially gorgeous on deeper skin tones, but really, anyone who loves a bold warm lip will appreciate it.

Lip Cream (P295 / 2.5 g)

This formula gives a soft-blur finish with a velvet-matte look. It’s meant to be transfer-proof and moisturizing, and for the most part, it delivers.

However, this isn’t my personal favorite texture. It’s a little thicker and heavier on the lips compared to the liquid lipstick, and while it gives that trendy blurred effect, I prefer formulas that feel a bit more weightless. Still, I can see the appeal. If you like that modern, slightly diffused lip look - think K-beauty inspired - then this would be right up your alley.

Among the three shades, Medium remains the most wearable for me. It pairs beautifully with the Dough Blush in the same shade if you're going for a monochromatic look.

Overall

This collection feels like a love letter to a shade that defined a generation of Filipina beauty. I appreciate how Ever Bilena took a classic and reimagined it into multiple modern textures and tones, making it accessible to a wider range of skin tones and makeup preferences.

The Dough Blush is the clear standout as it’s beautifully formulated, long-wearing, and flattering across the board. The Liquid Lipstick also impressed me with its comfort and color payoff. The Baked Palette looks promising but could use more pigment and a warmer color story to truly match the spirit of the Toast of New York name. As for the Lip Cream, it’s a nice addition for fans of that velvet finish, though it might not be everyone’s cup of tea.

Overall, this is a thoughtfully crafted collection that balances nostalgia with usability. Whether you’re a longtime fan of the original shade or just discovering it now, there’s something here that can work for you.