Gen Alpha beauty brand Evereden is entering Sephora as its first U.S. retailer.
The brand will launch at all doors and online Tuesday, with 12 stock keeping units across skin care, hair care, fragrance and sun care. These will include Kids Multi-Vitamin Face Cream, $28; Kids Detangling Shampoo, $33; Berry Smooth 4-in-1 Leave-in Detangling Spray, $22, and Hair and Body Fragrance Mist, $23.
Kimberley Ho, chief executive officer and cofounder of Evereden, said: “When a lot of younger kids and teens were coming into stores, there wasn’t really an offering that spoke to them. So they decided to take on Evereden as only one of two brands, they said, in this category. We’ll be leading the pack in Gen Alpha self care.”
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Evereden launched in 2018 as a clean baby skin care brand, before transitioning into a kids’ brand.
The brand is no stranger to Sephora, already being sold in 11 countries via the retailers.
“We launched in Sephora Canada in 2021 and last year, we were number one on their next big thing wall, and we were the third fastest growing brand in all of Sephora Canada. So it goes to show the trajectory of this category, Gen Alpha,” said Ho.
It also has a teen skin care line for acne, including Steer Clear Balancing Cleanser, Balance Up Clarifying Toning Pads and Let’s Bounce Gel Cream Moisturizer.
According to Ho, the brand surpassed $100 million in net revenue in 2024.
