Ever Bilena Cosmetics, Inc. An unconventional path to success
“We are very thankful for the Meralco Biz Partners. I hope they continue inspiring more Filipino entrepreneurs like me to work hard and achieve the unexpected.”
—Dioceldo S. Sy
Ever Bilena Cosmetics, Inc.
Intrepid businessman Dioceldo Sy, the man behind Ever Bilena Cosmetics, Inc., is no stranger to failure. He witnessed firsthand how his grandfather’s once prosperous pomade and cosmetics business steadily declined.
However, this did not discourage the 25-year-old Sy from starting his own venture in 1983, a time of political and economic crisis.
“That crisis became an opportunity for me because there was a business vacuum,”
Sy recounted. “I was able to penetrate the business more easily, with the help of the wholesalers I knew who graciously accommodated me.”
The company’s first product—nail polish—was initially rejected for department-store
consignment because Ever Bilena was “an unknown brand.” Sy then brought his product to Divisoria and other smaller venues, where it was warmly received by consumers who appreciated Ever Bilena for its high quality and great value-for-money.
With the success of its nail polish line, Ever Bilena posted annual growth of 200 percent by 1985. The business then bloomed into a full cosmetic line and employed over 200 beauty consultants in major department stores in the country and exclusive distributorships in the Visayas and Mindanao.
Ever Bilena is now a household name with over 1,000 cosmetics and personal care products; 3,000 outlets; 700 business centers; and 285,000 direct sellers nationwide. The company is also building a modern business compound, with a six-storey office building and a 22,000-sqm. warehouse to accommodate the growing inventory.
“We needed a dedicated power supply to support construction and, eventually, regular operations,” said Sy. “To ensure that we had such a supply, we got the Meralco Biz Partners involved in the planning stages.”
Aside from using LED lights in the new office and warehouse, Meralco recommended the installation of A/C inverters and triple low-E double-glaze panels. The Biz Partners also assisted them in their Net-Metering application and conducted a Customer Renewable Energy Compatibility Assessment (CRECA) to ensure the 50kW solar panels Ever Bilena installed in one of its warehouse facilities were safe and not hazardous to neighboring electrical facilities. “Sustainable energy is a long-term investment for us,” shared Sy. “It helps lower our power needs and it’s better for the environment.”
“Ever Bilena has proven not only its resilience in 33 years of operations, but also a desire for innovation to better serve its consumers and protect the environment,” said Meralco SAVP and Biz Partners Head Cecille M. Domingo. “Naming them a Meralco Luminary for 2016 is truly an honor for us.”
“We’re very thankful for the prompt, customized service and after-sales support provided by Meralco Biz Partners, and the recognition they gave us,” concluded Sy. “I hope they continue inspiring more Filipino entrepreneurs like me to work hard and achieve the unexpected.”
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