Ever Bilena is embracing the softer side of beauty with its new EB Coquette Collection, a limited-edition 25-piece lineup of modern makeup formulas designed to celebrate femininity and self-expression.
Launched Aug. 21 at The Manila Hotel, the collection features six shades of Bisou Juicy Tints, Le Petit Palette Eyeshadow Palette in Cacao and Lavender, six shades of Rococo Lipsticks, seven shades of Chiffon Blur Dips and four shades of Soirée Liquid Blushes.
For Denice Sy, chief sales and marketing officer of Ever Bilena Cosmetics Inc., the collection is part of a broader direction the brand has been pursuing with pink emerging more prominently in both its products and visual identity.
“If you’ve noticed our first few launches this year, we released the Airy Fudge Lip Tint, which has a very cute pink wavy component,” Sy said at the launch.
With younger consumers increasingly drawn to soft-pink and hyper-feminine aesthetics, the company saw an opportunity to build a collection around that sensibility.
“Ever Bilena has always been pink, but we feel like we’ve never fully embraced it in our product packaging, even in our thematic stories. We felt, why not make a collection that really embodies this femininity?”
The collection’s visual appeal lies in its bows, ribbons, lace-inspired accents and pastel pink palette, but the decorative elements were also designed to make the products feel special without pushing them into luxury pricing. The most expensive item is just P395.
The decorative lace treatment is intended to encourage consumers to keep the products in their makeup kits, but Sy stressed that aesthetics remain secondary to the brand’s main focus on usability and quality.
Coquette-inspired
The collection takes its cues from the coquette aesthetic, which has become particularly visible on social media through its emphasis on ribbons, bows, lace and feminine styling. But Ever Bilena is aware that social media aesthetics can be temporary.
That is why the company designed the products to remain useful beyond the life cycle of the trend that inspired them.
“I think it’s really meant to be something you’d like to collect and keep in your kit. But also something you hope people will continue using,” Sy said.
Gender-neutral
Although the collection is unmistakably feminine in its presentation, Sy does not see makeup as something that should be restricted by gender.
She pointed to the influence of Korean and Chinese entertainment, as well as K-pop, in helping normalize cosmetics among male consumers.
“That’s why I appreciate the Gen Z trends now with the C-drama, the K-drama. You see K-pop stars wearing tinted lip balms,” Sy said.
“Our own K-pop endorser from 2023, Chanyeol, personally used our tinted lip balms. And then if you search online, you’ll see him actually swatch a red lip tint on his lips.”
For Sy, the changing attitudes toward makeup are part of a larger cultural shift, particularly among younger consumers.
“I think adding color to your face is something that’s already normal. With the new generation, there’s also less toxic masculinity. The thinking that makeup is for girls is no longer there,”!she said.
The EB Coquette Collection is now available in stores and online.