"Sephora is an ideal partner because it meets our customers exactly where they are, tweens and teens who are savvy, informed, and eager to explore beauty in safe, age-appropriate ways," says Kimberly Ho, founder of Evereden.Evereden
(The brand began life as a multigenerational skin care brand before its teen and tween pivot.)
The launch follows Sephora's September 2025 introduction of Sincerely Yours, a teen-focused skin care brand focused on age-appropriate care and aspirational products.
While “Sephora Kids” sparked cultural conversation, Evereden seeks to avoid controversy by co-creating with kids and their parents to arrive at clinically tested, education-driven skin care.
With this launch, Sephora is signaling a long-term commitment to building a thoughtful Gen Alpha beauty category, and Evereden is leaning into the opportunity with safe, effective, age-appropriate products.
Global Cosmetic Industry reached out to Kimberley Ho, CEO and co-founder at Evereden, to learn more about the Sephora rollout, Gen Alpha beauty's trajectory and more.
Evereden CEO Q&A: Kimberley Ho
Evereden: The First Multi-Category Self-Care Universe for Gen Alpha
With this launch, Sephora is signaling a long-term commitment to building a thoughtful Gen Alpha beauty category, and Evereden is leaning into the opportunity with safe, effective, age-appropriate products.Evereden
Our approach is ultimately rooted in listening directly to Gen Alpha, as we involve kids and teens in product development, from scents and textures to packaging, so our products aren’t just safe and effective, they’re engaging and fun. As kids and teens grow, we evolve with them, offering age-appropriate products that are designed to instill self-love and confidence. I think that when you empower kids with simple, healthy habits early on, they carry that mindfulness into the future — and that’s the impact Evereden is making.
Evereden's Sephora Gen Alpha Strategy
"Sephora provides an immersive, trusted space where this next generation can discover products designed just for them," says Kimberly Ho, founder of Evereden.Evereden
Sephora provides an immersive, trusted space where this next generation can discover products designed just for them. We are launching at Sephora with 12 of our bestsellers across skin care, haircare, fragrance and sun care–our product and category breadth, in turn, allows us to create a true, immersive universe and experience for that young Sephora shopper. This expansion further cements Evereden’s role as the multi-category Gen Alpha authority in the U.S., making best-in-class self-care more accessible than ever.
Evereden's Communication Strategy for Younger Shoppers
Ho: As the only Gen Alpha-first brand developed with pediatric dermatologists, we’ve built communication strategies that establish leadership with both parents and kids. For parents, we lead with safety, clinical testing, and transparency around ingredients, because they need confidence in every product decision. For kids and teens, our messaging is playful, confidence-building and educational, we position skin care as a fun, expressive daily ritual. By speaking directly and distinctly to both audiences, we continue to earn trust from parents while inspiring excitement from Gen Alpha, reinforcing why Evereden remains the brand of choice for families globally.
Evereden's Standard-Setting Ambitions
Ho: Evereden has seen incredible momentum. Over the past year, our business has grown significantly, both in the U.S. and internationally. We’re now sold in 11 countries, with strong e-commerce growth and increasing retail presence. Looking ahead, our ambitions are to continue leading the Gen Alpha category as the leading brand in this movement, expand our product offerings, including newly launched fragrances and targeted teen solutions, and deepen our partnerships with retailers like Sephora to reach even more families. Our goal is to set a new standard for safe, high-performance, multigenerational skin care while empowering the next generation to embrace self-care confidently.
