LOOK: Choi Bo-min makes his Philippine beauty debut

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K-pop meets Filipino beauty in Ever Bilena’s freshest campaign yet—featuring none other than South Korea’s beloved idol and actor, Choi Bo-min!

The surprise collaboration was first revealed through a special campaign spotlighting Ever Bilena’s best-selling Face Powders, which have already sold over a million pieces online alone. This product, a certified cult favorite among Filipinas, is now being reintroduced with Bo-min front and center.

Just like EB Face Powder has become a staple in every kikay kit, Bo-min has effortlessly become a staple in the hearts of many Filipino fans.

For the shoot, makeup artist Toni Aviles kept things clean and youthful using the EB Face Powder in Natural, the OG EB Lip & Cheek Stain in Very Red for a healthy tint, and the EB Pillow Pop Multipot in Dreamy Dahlia for a subtle cheek flush. Brows were groomed with the EB Ultimate Brow Fix in Clear, topped off with an upcoming 24-hour wear retractable brow product from Ever Bilena—launching later this 2025.

When asked why the brand chose Choi Bo-min, Ever Bilena’s Brand Manager, Rafeea Custodio shared: 

“Bo-min represents that youthful, glowing confidence that aligns with Ever Bilena’s values. He has a gentle charm that resonates deeply with both Gen Z and millennials, and we wanted to spotlight our iconic products through someone who genuinely embodies authenticity and star power.”

She also revealed that Bo-min was incredibly warm and easy to work with, even trying Filipino halo-halo during the shoot! “He was so enthusiastic about exploring our local food and culture. He also speaks English well, which made communication seamless and enjoyable for everyone on set.”

This collaboration also marks Bo-min’s very first Filipino brand partnership, and the K-idol couldn’t be happier. 

“I feel the Philippine fans are very kind, very friendly, very powerful and energetic,” Bo-min shared. “I wanna see my Filipino fans as soon as possible.”

He’s even started picking up some Tagalog phrases, such as “Charot!”, “Gutom ako”, “Maganda ka”, and the all-important “Mahal ko kayo!”

Behind the camera, Miguel Alomajan directed the stunning visuals and set design, Aaron Mangsat curated Bo-min’s effortlessly stylish looks, and Vince Canlapan led the campaign’s overall creative direction.

With this star-studded reveal, Ever Bilena proves once again that beauty knows no borders. Furthermore, ti reiterates Ever Bilena’s commitment to staying at the forefront of beauty—celebrating diversity, embracing global influence, and connecting with beauty enthusiasts across cultures!