Ever Bilena, the Philippines’ leading cosmetics brand, proudly introduces South Korean actor and K-pop idol Choi Bo-min as the newest face of its latest campaign. The collaboration was unveiled through a surprise launch featuring Ever Bilena’s best-selling EB Face Powder, which has sold over one million units in online alone.

K-pop idol Choi Bo-min is the new face of EB face powder.

A rising star both on-screen and in the hearts of many, Choi Bo-min brings fresh energy to the EB Face Powder—an iconic product that has long been a staple in Filipino beauty routines! Now, it’s being reintroduced through the lens of youthful charm and global appeal.

The campaign’s makeup direction, led by Toni Aviles, featured the EB Face Powder in Natural, the OG EB Lip & Cheek Stain in Very Red, and the newly released EB Pillow Pop Multipot in Dreamy Dahlia. For his brows, Bo-min wore the EB Ultimate Brow Fix in Clear, paired with a soon-to-launch 24-hour wear retractable brow product coming later this year.

“We chose Bo-min because he embodies the youthful confidence and authenticity that Ever Bilena stands for,” said Denice Sy, chief sales and 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 was a joy to work with on set, even joining the team for Filipino halo-halo during dessert. “He was genuinely interested in Filipino culture and cuisine, and his great English speaking skills allowed him to connect with everyone quickly and warmly,” she added.

This collaboration also marks Choi Bo-min’s first Filipino brand endorsement. The Korean star shared his excitement about working with a Philippine brand and connecting more deeply with his local fanbase.

“I feel the Philippine fans are very kind, very friendly, very powerful and energetic,” Bo-min said. “I want to meet them as soon as possible.”

Bo-min has also started learning a few Tagalog phrases to better engage with his fans, such as “Charot!,” “Gutom ako,” “Maganda ka,” and the heartwarming “Mahal ko kayo” among his early favorites.

The campaign visuals were brought to life by photographer and set designer Miguel Alomajan, with styling by Aaron Mangsat and creative direction by Vince Canlapan.

This collaboration not only celebrates Ever Bilena’s iconic products, but also bridges Filipino and Korean pop culture in a meaningful and exciting way!