Denice Sy Explores Innovation In ‘For Every Beauty’ Promise

Denice Sy reveals how their cosmetics company personifies their promise “For Every Beauty” through continuous evolution.

This is an excerpt from Lifestyle Asia’s December 2023 – January 2024 Issue.

For decades, Ever Bilena has been a beloved name in the Philippines’ beauty industry, offering quality and affordable beauty products that have become a staple in the lives of countless Filipinos. 

This iconic beauty empire, founded by Dioceldo S. Sy, is often referred to as the Father of Philippine Cosmetics. 

His remarkable journey from being a messenger for his grandfather’s pomade business to building this renowned beauty brand is an inspiring tale of ambition and the enduring spirit of entrepreneurship.

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A Clear Vision 

Denice Sy/Photo by Excel Panlaque of KLIQ Inc.

Lifestyle Asia had the opportunity to interview Denice Sy, the daughter of Ever Bilena’s visionary founder. 

Denice, who has been with the company since 2014, shared her incredible journey from her initial role in sales to becoming the Chief Sales and Marketing Officer (CSMO) of the company. 

“I started in sales, then slowly got involved with product development and marketing as I got into the business more,” she recalls.

One thing that truly sets Ever Bilena apart is its commitment to the tagline “For Every Beauty.” 

Denice passionately explains that this slogan embodies their promise to deliver top-tier products at accessible price points, catering to people of all genders, ages, and skin tones. 

Their vision is clear: to be the number one Filipino beauty company for Filipinos at home and abroad.

“My team and I work hard to have an omnichannel presence for both marketing and sales touchpoints. To fulfill our ‘For Every Beauty’ promise, we constantly innovate to bring global trends to the country in formulas and shades that complement the Philippines’ tropical weather and the Filipino’s diverse complexions,” Denice affirms.

The journey of success is often laden with challenges, and Denice openly acknowledges that the pandemic was a particularly trying time for Ever Bilena. “The pandemic, hands down, is the most difficult moment in my career.

We suffered from huge inventory losses due to the slump in demand for color cosmetics,” she admits. 

In response, they held their largest sale ever in March 2021, which, although causing net income loss, led to the sale of over 10 million products, providing a glimmer of hope.

Yet, where there are challenges, there are also rewards. Denice finds immense satisfaction in having not only survived the pandemic but also celebrating Ever Bilena’s 40th anniversary. 

“Through our consistent effort to innovate and provide world-class products to our customers, we continue to provide livelihood for our employees. They are truly the heart of our company,” she proudly states.

Denice Sy/Photo by Excel Panlaque of KLIQ Inc.

Read more by purchasing a copy of the Lifestyle Asia December 2023 – January 2024 magazine via or select newsstands in National Bookstore and Fully Booked. Subscribe to the E-Magazine via Readly, Magzter, and Press Reader.

Banner photo by Excel Panlaque of KLIQ Inc. 

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