When Evereden co-founder and CEO Kimberley Ho set her sights on Gen Alpha in 2021, her crystal ball was crystal clear.

Having already conjured the vision of a clean-ingredients family skincare brand with her co-founder husband Huang Lee during their investment banker days, the duo launched with a tightly edited range of non-irritating infant skincare in 2018, followed by haircare and postpartum beauty fixes for new moms.

Today, the full scope of this cheerful, charming, and now $100 million brand encompasses kids, teens, mom, and baby.

“We don’t see any one competitor with the breadth of product categories serving all ages of the family like we do,” said Ho. “We view this as one of our competitive strengths—that we are able to grow up with our consumer and be there for their every journey.”

But it was lasering in on the shockingly product-savvy cohort born after 2010 that massively moved the needle.

“We believe that Gen Alpha represents the future of consumer culture, and Evereden is the first brand built for them from day one,” said Ho. “As the first brand to create skincare for kids in 2021, Evereden is already leading in Gen Alpha skincare, but our vision is bigger: to pioneer Gen Alpha self-care itself—creating a fully immersive brand world that grows with them and redefines what beauty and wellness will mean for the next decade.”

Hence the trademarked social media tagline “Self-Care, Superpowered.”

“Our mission is to help Gen Alpha build confidence, independence, and healthy habits—a lifelong superpower—one safe, supercharged product at a time,” said Ho.

In Evereden’s eyes, self-care encompasses caring for skin, scalp, hair, and body—but not with vanity as the key jumping-off point.

“It’s building confidence, learning healthy habits, and owning wellness from an early age,” Ho elaborated. “‘Superpowered’ signals that we’re not just offering ‘nice-to-haves’—our lab-backed science, dermatologist-developed formulations, and age-appropriate design deliver real performance in a way that’s understandable, fun, and relevant for kids, tweens, teens, and their parents.”

Asked how she believes the Gen Alpha consumer has evolved in the handful of years they’ve become such a retail force to be reckoned with, Ho said a heightened sense of personal identity is driving their purchases these days.

“A few years ago, the oldest Gen Alpha were borrowing their mom’s cleanser—now they’re deeply educated about what’s safe and suitable for their age,” said Ho. “As consumers, they are highly independent and opinionated; they want products that are made just for them because they are evolving in their sense of identity, and they want brands and products that speak to their individuality and who they are as young people.”

Of course, being digitally native helps Gen Alpha on the research front.

“Because Gen Alpha grew up on digital media and are absorbing information at a younger and faster pace than ever before, they are savvy skincare consumers,” said Ho. “They know which ingredients to avoid and seek products that are scientifically proven, not just beautifully marketed. This generation is more skeptical of traditional luxury beauty and quick to see through surface-level claims. They also do not like being talked down to, which is why we involve over 100 kids in each of our product development and testing processes. We’ve found that they’re not afraid to tell you what they like and why. It’s important to listen to Gen Alpha if you want to succeed with them.”

With bestsellers in every target market category (kids, teen, mom, and baby), Evereden has been able to hang onto customers over time.

“Gen Alpha is often labeled ‘fickle,’ but our data tells a different story,” said Ho. “We see exceptionally high retention and lifetime value. I think the secret sauce with Evereden is that we are truly that multi-category ‘one-stop shop’ brand for Gen Alpha—with hero SKUs in each of our skincare, haircare, suncare, and fragrance categories, we truly are building a full self-care brand universe for Gen Alpha. As such, we have seen exceptionally high cross-category purchases from our Gen Alpha consumers who come to the brand first in skin or haircare, and then later come back to repurchase products from our other categories.”

That level of strength across skincare, haircare, and fragrance is unicorn-rare these days. “So many makeup brands wanting to do skincare fail,” said Ho. “Or skincare brands wanting to do haircare fail. This cross-category success is rare, and only select billion-dollar revenue companies like e.l.f. Beauty or Sol de Janeiro have succeeded here. Evereden has big ambitions to get there and expand beyond our existing product portfolio and categories. We’re launching into an exciting new product category in the first half of next year, and our strategy is to keep growing with our consumer and meet them where their needs are.”

Based in New York, Evereden has its own product development lab, which enables the type of speed to market that allows the brand to quickly hop on trends.

“Owning our lab means agility without compromising rigor,” said Ho. “When we saw the ‘friends and siblings’ trend in detangling sprays—kids sharing styling routines—we fast-tracked development of our Berry Soft Kids Leave-in Detangling Spray. From concept to launch, it was under six months—three to four times faster than our competitors. This allowed us to meet cultural momentum while maintaining our clean-lab standards.”

And speaking of those standards, Evereden’s are sky high.

“While the US bans 11 ingredients and the EU bans over 1,400, we exclude more than 2,200,” said Ho. “That includes not only controversial synthetics but even certain natural ingredients, such as lavender and certain essential oils that are known to irritate or sensitize young skin.”

Not surprisingly, all this due diligence has come at a cost. “We’ve spent over $1 million to date on various forms of testing to not only comply with rigorous global testing standards of the various regions we sell in—US, EU and Asia, where it’s particularly stringent—but we also voluntarily add new tests and banned ingredients to our ‘no-no’ lists,” said Ho, adding that Evereden also strives to meet the standards set by such third-party organizations as the National Eczema Association, EWG, USDA BioPreferred, and MADE SAFE.

While Evereden’s market position was largely built through its own website, the brand has been available on Amazon since 2019.

“[Amazon] was part of our omnichannel strategy and we’ve since built significant market leadership there,” noted Ho. “Today we own 55 percent of key search categories on Amazon, such as ‘kids face cream’ and ‘kids face wash.’ That’s something we’re really proud of, which has taken years to build, and we think will give us a competitive moat, as it’s difficult to unseat. Gen Alpha and modern families live convenience-first, so it was essential to meet them where they shop. Amazon offers reach, cross-border potential, and powerful discoverability, and it’s proven to be a valuable growth driver.”

Despite all the digital dominance, Ho sounds positively giddy about Evereden’s move into roughly 400 brick-and-mortar US Sephora doors in February 2026. By the end of next year, Ho expects Evereden to be in nearly all 1,800 US stores.

After launching in Sephora Canada in March 2022, Evereden expanded its Sephora distribution to include Australia, New Zealand, Singapore, Hong Kong, the Philippines, Thailand, and Malaysia.

“Our global debut helped us refine assortment, logistics, and storytelling,” said Ho, “laying the groundwork for our US expansion.”

Holding off on the States, said Ho, was always part of the Evereden master plan.

“Entering Sephora US later was strategic,” Ho noted. “The US market is complex and competitive, requiring robust infrastructure and brand awareness. Our earlier international launches let us test, learn, and build credibility before entering Sephora US with momentum and confidence.”

After launching on Sephora's US site in October, the brand quickly gained major traction with the Peach iterations of its Multi-Vitamin Face Cream and Face Wash, followed closely by the Preppy In Pink Duo featuring its nontoxic Darling Fragrance Mist and Sakura Tinted Lip Oil.

“These early wins confirm a strong appetite for clean, age-appropriate skincare with an element of fun and collectability,” said Ho.

Still, it’s the upcoming presence in the physical stores that has Ho and her team extra pumped. “It’s a milestone that lets us meet our community where they are and bring the Evereden experience to life,” Ho noted. “We’ll be featured in some of Sephora’s most iconic locations—including SoHo in New York City, Brickell City Centre in Miami, and The Grove in Los Angeles, among many others. This rollout marks a major step forward in expanding access to safe, science-backed self-care for every stage of growing up.”

Asked where Evereden might be in the next half-decade, Ho circled right back to Gen Alpha—but with a world-domination twist.

“In five years, we envision Evereden as the go-to brand for Gen Alpha skincare, haircare, and fragrance globally—and an immersive brand that kids can grow up with,” she said. “Our focus is on reinforcing Evereden as the first true Gen Alpha self-care universe—not just skincare, but a full brand world that grows with them from their first cleanser to their first fragrance.”

Crucial to that mission? Skin smarts and ingredient savvy.

“We’re expanding our product assortment to meet Gen Alpha’s full routine needs,” said Ho. “Just as importantly, we’re building leadership in skin education—owning expertise through 360° marketing, social storytelling, and content that teaches healthy habits and ingredient awareness early. Beyond products, our goal is to deepen community connection and loyalty, creating a space where Gen Alpha feels seen, supported, and inspired to care for themselves confidently as they grow.”