Evereden Hits $100M in Sales, Capitalizes on Gen Alpha Beauty Boom

Evereden, the skincare and haircare brand launched by former Wall Street executive Kimberley Ho in 2018, has reached $100 million in annual sales, capitalizing on the explosive growth of the Gen Alpha beauty market. The brand’s rapid ascent preceded the mainstream “Sephora kids” phenomenon, positioning it as a market leader in products specifically designed for tweens and their families.

Meeting Gen Alpha Expectations

Ho identified a critical gap in the beauty industry: Gen Alpha consumers demand products tailored to their individuality with safe, dermatologist-approved ingredients. Evereden’s fragrance mist line, featuring three personality-driven scents including “Darling,” “Supernova,” and “Main Character,” exemplifies this approach. The brand’s age-appropriate marketing contrasts sharply with highly sexualized adult campaigns, appealing to millennial parents seeking peace of mind and quality for their children.

Strategic Investment in Product Development

With $40 million raised to date, including a $32 million Series C led by GSR Ventures, Evereden is prioritizing research and development. The brand recently purchased its own formulation lab—an unusual move typically reserved for industry giants like L’Oréal—enabling product development cycles to accelerate from 18 months to four to six months. This agility allows Evereden to respond quickly to social media trends and consumer demand.

The brand is now available across 11 markets with over 40 SKUs and recently launched in Sephora U.S. after becoming the third-fastest-growing brand in Sephora Canada. Ho projects significant expansion into Middle Eastern and Latin American markets, where Gen Alpha consumers are actively requesting Evereden’s products online.