Ever Bilena, the Philippines’ leading cosmetics brand, is adding a fresh, global sparkle to its lineup with the introduction of South Korean actor and K-pop idol Choi Bo-min as the newest face of its latest campaign.

The surprise launch centers on a true fan favorite: the EB Face Powder, which has sold over one million units online alone. Now, this best-seller is getting a modern reintroduction—powered by youthful charm and international appeal.

A rising star both on screen and on stage, Bo-min lends his signature warmth and natural charisma to the campaign. His involvement brings a contemporary K-pop sensibility to a homegrown classic that’s been a staple in Filipino beauty routines for years.

The campaign, creatively led by makeup artist Toni Aviles, featured:

• EB Face Powder in Natural
• The OG EB Lip & Cheek Stain in Very Red
• The newly released EB Pillow Pop Multipot in Dreamy Dahlia
• EB Ultimate Brow Fix in Clear, paired with a soon-to-launch 24-hour wear retractable brow product

“We chose Bo-min because he embodies the youthful confidence and authenticity that Ever Bilena stands for,” said Denice Sy, Chief Sales & Marketing Officer of Ever Bilena Cosmetics, Inc. “His natural charm and positive energy resonate with today’s generation, making him the perfect personality to bring a fresh spotlight to some of our most-loved products.”

According to Sy, Bo-min quickly became a favorite on set. “He was warm, professional, and genuinely curious about Filipino culture—even joining us for halo-halo during dessert,” she shared. “His fluency in English helped him connect effortlessly with the team.”

The endorsement is Bo-min’s first with a Filipino brand—a milestone he says he’s proud of. “Philippine fans are so kind, friendly, powerful, and energetic,” he said. “I want to meet them as soon as possible.”

Bo-min even made the effort to learn a few Tagalog phrases for his fans—including “Charot!”, “Gutom ako”, “Maganda ka”, and the heartfelt “Mahal ko kayo”.

Campaign visuals were crafted by Miguel Alomajan (photography and set design), with styling by Aaron Mangsat and creative direction by Vince Canlapan. The result is a vibrant fusion of K-beauty energy and Filipino pride—proof that beauty really is a universal language.

With this collaboration, Ever Bilena not only celebrates the timeless appeal of its products but also builds a meaningful bridge between Filipino and Korean pop culture. A perfect match, made even better with a little K-pop glow.