Filipino beauty brands are getting more space alongside international names as The Colorist PH adds Ever Bilena and Careline to its local retail lineup.
The two homegrown cosmetics brands are the first Filipino labels to join The Colorist PH’s multi-brand portfolio, giving shoppers another way to discover local makeup while browsing products from international beauty companies under one roof.
Both Ever Bilena and Careline are now available at seven The Colorist PH branches: Ayala Vertis North, Ayala Fairview, Ayala Festival Mall, SM Bicutan, Choice Market Pasig, Robinsons Las Piñas, and Southwoods Mall.
The expansion is more than a new shelf addition. For the local beauty industry, it reflects the growing role of Filipino brands in a retail environment traditionally associated with international cosmetics.
Why is The Colorist PH adding Filipino beauty brands?
The Colorist has built its retail proposition around offering shoppers multiple beauty brands in one location. Adding Ever Bilena and Careline expands that proposition by bringing local color cosmetics into the same shopping environment as international labels.
For consumers, the setup makes comparison easier. Shoppers can explore different brands, price points, product categories, and makeup trends without having to visit several stores.
For Filipino beauty companies, meanwhile, placement in a multi-brand retailer creates another physical channel for reaching consumers.
The move also recognizes that local beauty brands have developed their own strengths and customer bases rather than simply serving as alternatives to foreign labels.
Which Filipino brands are joining The Colorist?
Ever Bilena and Careline are the first Filipino beauty brands to be carried by The Colorist PH.
Ever Bilena is an established Philippine cosmetics brand known for its broad range of accessible makeup and beauty products.
Careline targets a younger market, particularly Gen Z consumers, with trend-focused products and campaigns designed around fast-changing beauty culture.
Together, the brands cover different consumer segments while giving The Colorist a broader local offering.
What does Ever Bilena bring to The Colorist?
Ever Bilena has been part of the Philippine beauty market for decades and has built recognition around functional, accessible color cosmetics.
The company describes Ever Bilena as the country's No. 1 local color cosmetics brand. That is a company positioning claim, but the brand's longstanding presence in the Philippine market gives it a distinct place among local beauty labels.
Its addition to The Colorist also creates an opportunity for Filipino shoppers who already know the brand to encounter it in a different retail environment.
Denice Sy, Chief Sales & Marketing Officer of Ever Bilena Cosmetics Inc., described the move as a significant moment for Filipino beauty brands, particularly because local products will sit alongside international names within the same retail environment.
For the local cosmetics sector, that visibility matters. Physical retail remains an important part of beauty discovery, particularly for shoppers who want to see packaging, compare shades, or explore products before purchasing.
How is Careline targeting Gen Z beauty consumers?
Careline takes a different approach from its sister brand.
The brand has built its identity around younger consumers, trend-driven launches, and highly visible campaigns. Its positioning reflects the way Gen Z increasingly discovers beauty products through social media, creators, online communities, and rapidly changing makeup trends.
That audience is important to beauty retailers because trends can quickly influence product demand.
A retailer that combines established local names such as Ever Bilena with younger, trend-focused brands such as Careline can potentially appeal to different generations of makeup shoppers within the same store.
The combination also gives The Colorist a stronger connection to the Philippine beauty market rather than relying exclusively on imported or international labels.
Where can shoppers find Ever Bilena and Careline?
The two brands are currently available at seven The Colorist PH locations:
- Ayala Vertis North
- Ayala Fairview
- Ayala Festival Mall
- SM Bicutan
- Choice Market Pasig
- Robinsons Las Piñas
- Southwoods Mall
Availability may vary by branch and product, so shoppers looking for a specific shade or item may want to check with the store before visiting.
What does the move mean for Filipino beauty brands?
The addition of Ever Bilena and Careline highlights an important development in the Philippine beauty market: local brands are increasingly competing not only for consumers, but also for visibility within retail environments where international names have traditionally dominated.
That competition benefits consumers by expanding the range of choices available to them.
It also gives retailers more opportunities to respond to local preferences. Filipino consumers have distinct beauty needs, spending patterns, cultural influences, and makeup habits. Local brands can bring knowledge of those preferences that may not always be replicated by international companies.
At the same time, local beauty brands now face a more crowded marketplace. Success depends not only on brand familiarity but also on product performance, pricing, innovation, packaging, marketing, distribution, and the ability to keep pace with consumer trends.
Could local and international beauty brands benefit from sharing the same shelves?
The answer may be yes, particularly when the retail environment encourages discovery rather than forcing consumers to choose between “local” and “international” products.
Putting Filipino and global brands side by side can make the comparison more direct. A shopper can evaluate products based on what matters to them, whether that is price, shade range, formulation, packaging, brand reputation, or simply personal preference.
For local companies, the arrangement can also provide an opportunity to demonstrate that Filipino beauty products can compete on the same retail floor as international names.
For The Colorist, meanwhile, the addition broadens its relevance to Filipino shoppers who want both global beauty trends and products from brands they already know.
A bigger space for Filipino beauty
The Colorist PH's decision to bring Ever Bilena and Careline into its stores marks a small but meaningful expansion of the space available to Filipino beauty brands.
It also reflects how the country's cosmetics market is evolving. Local companies are no longer simply competing on familiarity or affordability. They are building distinct identities, targeting specific consumer groups, developing trend-driven products, and seeking wider retail distribution.
For shoppers, the immediate benefit is more choice.
For the industry, the more interesting question is what comes next. If local brands perform well within The Colorist's multi-brand environment, the move could encourage more retailers to give Filipino cosmetics greater visibility alongside international competitors.
For now, Ever Bilena and Careline are taking that first step, bringing two familiar Filipino beauty names into a retail space where local and global cosmetics can compete for the same consumer.