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Image: Instagram/everedenbrand
When Fast Company thinks about entrepreneurial innovation, it often centres on the next frontier of consumer behaviour.
In the crowded beauty industry, long dominated by adult-targeted brands and massive legacy players Evereden has quietly emerged as a market leader by doing something unusual: it designed a brand with Generation Alpha at its heart.
Founded in 2018 by Malaysian-born entrepreneur Kimberley Ho and her husband, Huang Lee, Evereden has hit more than $100 million in annual sales, achieving profitability while carving out a distinct niche in a $1.6 billion global children’s personal care market, according to Forbes.
Kimberley Ho
Image: LinkedIn
What sets this company apart is not merely its revenue, it’s the thoughtful way it has designed a product ecosystem, brand identity, and growth strategy around the evolving self-care ambitions of tweens and teens.
Ho’s path to beauty startup founder was unconventional. Before Evereden, she worked on Wall Street as a consumer brands investor, where she saw firsthand how much money flowed into adult cosmetics, and how little attention was paid to younger consumers.
A personal history of sensitive skin and unmet expectations from existing products made her especially attuned to this gap. By 2017, she left finance to build something new: a science-backed, dermatologist-designed brand for babies, kids, and preteens with products that parents could trust.
Ho’s entrepreneurial instincts were sharpened early. Growing up in Kuala Lumpur with entrepreneur parents who built a printing business from scratch, she absorbed the tenacity and adaptability required to launch and scale a startup.
Evereden’s early product, a line of baby skincare was practical and niche. But Ho always envisioned a broader journey: grow with your customer.
As babies aged into toddlers, and toddlers into school-aged children, their skincare needs evolved. Parents wanted safe products. Kids wanted products they felt excited about. Evereden responded with a range that now includes face serums, haircare, fragrance mists, and cosmetics shaped like crayons, all engineered specifically for younger skin.
This design thinking, framing products around the changing emotional and practical needs of Gen Alpha has become core to the brand’s identity. It marries scientific credibility with playful aesthetics and age-appropriate design cues that appeal directly to a generation that grows up online.
Ho’s team even developed formulations with pediatric dermatologists and “Moms in Medicine” to ensure safety and efficacy, a crucial differentiator in a category where regulation is inconsistent. These partnerships let Evereden claim not only safe products but also clinically informed ones.
Evereden isn’t just about thoughtful products; it’s about innovation at speed.
Traditional beauty brands often rely on third-party labs and slow development cycles. Ho rebuilt that model by investing in Evereden’s own formulation lab with part of the $32 million Series C funding round, enabling the company to slash product development cycles to three to six months, according to Entrepreneur.
This agility lets the startup respond to cultural trends and customer feedback faster than legacy brands, a major advantage in a space driven by social media and shifting youth tastes.
The brand now regularly rolls out new SKUs across multiple categories, a strategy usually seen only at mature consumer companies.
Crucially, Evereden’s brand design goes beyond product labels. Its communication strategy is tailored not just to parents seeking safety and trust, but to kids and teens hungry for self-expression and identity, a dual-audience approach that few competitors have mastered.
Consider the launch of fragrance mists designed with personality in mind, three scents that resonate with tweens’ self-conceptions, an example of how Evereden packages emotional relevance into every SKU.
It’s a marketing strategy calibrated to a generation that demands authenticity, and a brand that listens. Direct engagement on platforms like TikTok further cements Evereden’s cultural foothold, with kids themselves creating content and driving discussion about products.
Until recently, most of Evereden’s success was direct-to-consumer, a deliberate choice that let it build deep data insights into Gen Alpha behaviour before entering big retail channels.
Now, with US Sephora launches rolling out online in late 2025 and in stores by early 2026, Evereden is poised to bring its design-driven brand experience to a broader audience.
Sephora’s decision to spotlight Evereden speaks to the brand’s credibility and category leadership, a validation that the skincare needs of tweens and teens are no longer a fringe trend, but a major cultural shift.
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