Beauty In The Golden Age Of Social Media

Not the typical COO or ”Child of Owner,” Denice Sy, daughter of Ever Bilena founder Diocelo Sy conceptualizes flat lays for the brand’s social media accounts and hangs around the counters incognito to engage a new breed of customers in conversation.

- Sara Siguion-Reyna

A tube of Advance Lip & Cheek stain from ever Bilena is likely to be tucked away in the makeup kit of a filipina who loves her makeup. It has been 34 years since founder Diocelo Sy launched ever Bilena. Since then, its products have become beauty staples.

Today, the founder’s daughter, 24-year-old Denice SY is taking a more active role in the growth and expansion of the brand. Family, after all, is at the heart of the company’s core values. The young Key Accounts Manager for sales graduated at UC Berkley, and despite offers to work in California, she returned to Manila to join the enterprise her father built. “My dad founded the company when he was only 25 years old, basically my age!” she says. “I take it as my duty to contribute to the legacy that he has sustained throughout the years.”

LOCALS LOVE MATTE

Because ever Bilena is a market leader in the local color cosmetics industry, it would have been easy to run on cruise control. Denice, however, believes innovation is key to moving forward and staying relevant. “We bring the latest trends in the global sphere and make them available at the local level,” she says. “The basic premise is bringing in the top trends to our local customers at a price that is amiable to them.”