Health and Wellness


The debate on blatant copying versus inspiration surges as Ever Bilena’s "new” look for their Power Paint line puts them in a hot plate, served immediately. The brand is now trending, but not for good reasons.

/ 18 August 2020

Modern layout in magazines and catalogues in these few years have shown that people have started appreciating minimalism. The beauty in simplicity and fuss-free design in many things such as fashion, homeware, interior design, and now even in makeup and skincare, has brands embracing the style of looking crisp and clean, quickly letting go of loud and vibrant aesthetics. 

Product designers and consumers then immediately accepted the idea of minimalist design and marketing. In a blink of an eye, minimalist packaging became a standard on what’s chic, sleek, and sophisticated in the industry. The phrase “less is more” can now be largely related to consumerism.

With this of course, one successful brand will become a standard “inspiration” of many other brands. An obvious example is cult-favorite make-up brand Glossier, who not only was successful in attracting consumers because of their minimalist packaging, but also the way they marketed their products. Glossier is what we like to call the “bulletin board” of minimalist product design and marketing.

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Many brands have taken Glossier as their inspiration when it came to the design of their products. But most of them weren’t really an exact duplicate of their design and formula (That’s why it’s called inspiration, doy!). We have to say though, becoming inspired from a different brand is not a new thing, nor is it wrong. However, an obvious rip off from a certain brand will be as clear as daylight. 

Philippine make-up brand, Ever Bilena’s recent post on Instagram releasing their Power Paint gains traction online onlookers immediately called the brand out on Twitter for blatantly copying Glossier–showing how right from the packaging, to the colors, everything’s exactly the same. Come to think of it, was there anything changed? 

Ever Bilena’s original product post remains live and accessible until now:

The public disappointment stems from the fact that a local brand like Ever Bilena took from a western beauty brand instead of creating their own version–a grave disservice to the talent and unparalleled creativity of Filipinos. The Philippines is so rich in culture, why not take from it? Do consumers really want copied product design? Why don’t we all go to our roots instead of envying someone else because what they are is what we want to be? Why don’t we create something unique and show that to the world instead? Ahh, so many questions. 

No one seemed to hide their despair on Instagram and Twitter. Many replied with mixed reactions on the original tweet, one explaining how it’s not a dupe because formula-wise they’re different, however the look is copied to the tea. 

However, a more troubling fact came to light, with one netizen pointing out that EB isn’t the only one doing this. This, however, is not ground for tolerance. Or have we grown so used to seeing a copy of an earlier idea like it’s a common thing we should learn to live with?

Less type, shapes and negative space are pretty much the only elements that form a minimalist style, so copying anything in that sense would never be brought up. However, in a case like this, the consensus remains that the word “inspiration” has been taken the wrong way. But in the grander scheme of things, where does inspiration end and creative theft begin?

We’re not here to tell you who people should and shouldn’t support. At the end of the day, it’s always up to the paying consumers whether or not they’re still willing to patronize a brand like Ever Bilena, who’s become controversial for not-so-subtly taking “inspiration” from another brand.

As of writing, Ever Bilena has yet to issue an official response to the subject matter.