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Beyond Beauty: Ever Bilena Is Saving The World, One Makeup At A Time

A good number of companies will have a Corporate Social Responsibility (CSR) program as a way of giving back to society, or showcasing the company’s conscience. But a growing trend throughout the world is to not just see CSR as an afterthought or appendage to one’s corporate activity; but to create businesses that are yes, capitalistic in nature, yet also of strong social impact. 


Ever Bilena takes its role as one of the premier homegrown cosmetics brands very seriously, making quality Beauty products something any Filipina can afford and enjoy; but it is also aware of the growing problems that fester and cast a blight on the future of our countrymen and children’s children. And that’s where the inauguration of their new 7-storey building facility in Caloocan served a double purpose—highlighting their partnership with the Miss Earth Beauty Competition, it was also an opportunity to unveil the new business they were entering into, one that had much to do with Mother Earth.


Waste disposal has perennially been an acute 3rd World problem, with landfills conveniently used as the easy solution. But how that impacts on land use, and that this waste and garbage are still out there existing, has dire consequences on the environment. How often have we been affronted by images of birds and sea life dying on ingested plastic, or been shocked by videos of how in the Maldives or here in the Philippines, there are mountains and mini-cities of garbage hidden from public view.

In Japan, for several decades now, patented technology has helped deal with this issue via smoke-free, odourless incineration of waste. Subdivisions and hospitals there don’t just rely on the municipality collecting garbage; they privately handle up to 1.5 tons of garbage daily via incineration over a 10-hour window in a manner that isn’t harmful to the environment. This technology reduces the garbage; including plastic, rubber, and organic matter (only certain stone metals and glass resist the incineration process), into ashes, which can then be part of asphalt aggregates utilised for roads and construction.


Now that the patent for this technology has lapsed, Ever Bilena has formed a subsidiary, iECO Philippines that will distribute these incinerators, manufactured in Thailand, and offer them for sale here in the Philippines. It’s hoped that this business will eventually help reduce the need for landfills, and create a more efficient system of waste disposal. 


It may be early days for iECO; and it may be a business that’s ahead of its time and needs to be properly understood by the public. But Ever Bilena and iECO are determined to push this agenda of being ‘Responsible Beyond Beauty’. Dioceldo Sy, Ever Bilena’s CEO, has found a kindred spirit in Pablo Cusing, his partner in iECO; and together, they hope to make these incinerators a regular feature all over the country.


Photos  by Philip Cu-Unjieng