Beauty is Kin Deep - Ever Bilena’s Dioceldo and Denice Sy-Munez

Ever Bilena’s founder Dioceldo Sy on entrusting his daughter, Denice with a multi-billion peso beauty empire— along with the priceless lessons that forged it.

The Value of Good Foundation

A solid foundation is as essential to a beauty queen’s pre-Miss universe prep as the right values are to a multi-billion peso, multi-generational business. 

Dioceldo Sy is familiar to both. At a time when most fathers see their daughters grow, he was guiding a budding empire’s expansion. “I was in my thirties when my children were born,” shares Ever BIlena’s esteemed Chairman, “I was always working hard, hands on, micromanaging all parts of the business!” Being physically and mentally exhausted from handling sales, marketing, and operations however, didn’t prevent the magnate from imparting valuable life lessons to his daughter. “Dad would remind us not to spend on unnecessary things, telling us to ask ourselves three or four times if a purchase was truly essential,” says the UC Berkeley Graduate and cost-conscious Chief Sales and Marketing Officer Denice, “more often, we end up not pushing through with the purchase,” she laughs.

Beyond pragmatism, the beauty pioneer also holds three key values above all else for unlocking Ever Bilena’s success: integrity, hard work, and humility.

“Integrity is how trust is gained,” states ‘Boss Deo’, “not easily earned— but essential to good business— more valuable than money.” He also believes that “there is no substitute for hard work, which is about blood, sweat, tears, and determination. No short-cuts, no ‘chamba,’” he says matter-of-factly. And lastly, “humility— which is never forgetting where you came from, no matter how successful you are.”

Gleaned from his two mentors, Mr. John Gokongwei, and Mr. Henry Sy – reminiscent  Dioceldo Sy shares he truly “felt their wisdom help kickstart my business knowledge and acumen by at least thirty years!” Now in his 60s, they’re values that still apply— but ones he hopes the next generation carries forward, further.

The Next Generation of Beauty

“I actually haven’t figured out what exactly my dream [is] now. But what I learned from my dad is that time is gold,” says Denice the mother of 2-year old Jake, thoughtfully. In sacrificing most of his youth to provide for his family, Boss Deo considers family far more precious. “He didn’t really have the option to explore his identity and figure out his passion,” Denice further shares, “he was simply focused on making ends meet.”

And while today’s hyper-fast technology encourages people to cloud-source their way to success, Mr Dioceldo Sy insists there still is no app for success. “Most importantly, they should always seek God first, and see if their direction is what He wants for them. If it’s God’s will for you, the work you put in will surely bear fruit!”

To help by offering an option in life paths, Boss Deo makes a conscious effort to show the path he tread, to the next generation of beauty. “For the second generation (Denice and Donway), it’s about preserving and expanding (the business),” explains the Blackwater Team’s Chairman, “for the third generation (JD and CD), I bring them to the office, to get them used to the environment.” Exposing them to the corporate lifestyle now, he hopes they develop a natural instinct for business. “I am working with Denice to professionalize and institutionalize (Ever Bilena) - because I do not know if I am still here by the time the 3^rd generation takes over.”

It’s a legacy that’s still being written, but one in pretty sure hands. “So many families rely on Ever Bilena for their livelihood,” says Denice, “I have a responsibility to follow Dad’s footsteps, continue his legacy, and do my part for our employees.” It’s a motherhood statement with the nurturing imprint of her father’s values.

A Wellness Family

At the onset of the lockdowns in early 2020 which paralyzed the economy, Mr Dioceldo Sy did the business unthinkable. He kept paying his people. “First and foremost, the well-being of my employees is of utmost importance,” states the brazen leader, ”I always consider my employees my family.” Thus, despite their topline taking a hit, EB was one of the few companies to ensure their workers didn’t feel it. It’s a lesson that Denice didn’t immediately latch on to. “I was torn when my dad first told me that we would be covering full salaries for a month,” she recalls, who was taught the adage that cashflow is a business’ blood flow. But she learned a lesson not taught in schools. Quickly adapting, she conceptualized new product and marketing initiatives aimed at ensuring “the livelihood of our employees - over 1800+ Ever Bilena family members.” And while still not up to pre-pandemic numbers, Ever Bilena’s newest lines have reminded people that kindness, as well as beauty— looks good.

They hope for it to be even better.

“Once this pandemic is over, and we are back to normal --- meaning no more masks, everyone can return to school and go to Church and attend social gatherings,” Mr Dioceldo Sy declares, “we will appreciate life better.” He believes that people will start caring for themselves again.

Steadfast in his faith and mission, Mr. Dioceldo Sy is determined to restore the joy in cosmetic purchase less so for consumerism singularly, but rather for the  remembrance of self-care and self-love in the times we most need it. 

And while the firmament of the pandemic painted gloomier skies in department store alleys, at least for the Philippines’ leading Beauty and Cosmetics Company Ever Bilena and its founder Mr Dioceldo Sy,  hope remains aflame in daughter Denice, who with her vitality, vigor and values – lay the torch that ignites the continuation of his legacy towards an Ever Better life through beauty.

—alike.com.ph


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