Her Gen Alpha Business Hit $100M Last Year: Evereden, Sephora | Income Tips & Side Hustles
Key Takeaways
Ho left Wall Street and launched her skincare and haircare model Evereden in 2018.
Evereden’s sales skyrocketed from the start — and continued amid the “Sephora kids” craze.
Now, the model is utilizing its Series C funds to invest in research and development and its own lab.
Kimberley Ho stop her job on Wall Street in 2017 to pursue an bold business concept: She wished to create a “different kind of skincare brand” for youths and their households — one with protected, dermatologist-approved components.
Image Credit: Courtesy of Evereden. Kimberley Ho.
As somebody who had struggled with eczema rising up and had skilled experience investing in natural manufacturers, Ho was well-positioned to execute her imaginative and prescient.
Ho launched her skincare and haircare model Evereden together with her husband, Huang Lee, in 2018, a number of years before headlines touted the rise of “Sephora kids,” those tween buyers snapping up grownup manufacturers and merchandise at the global magnificence retailer.
Related: She’s Using 3 Revenue-Doubling Secrets to Grow Her Mother’s Decades-Old Business
Those Gen Alpha customers (born between 2010 and 2024) have high expectations for his or her skincare merchandise, according to the founder and CEO.
“ When they look for skincare products, they gravitate toward products that are made just for them,” Ho says, “so speaking to their individuality as young people becoming who they’re about to be. That’s why many of our products have seen the success they have.”
Ho cites a bestselling perfume mist rolled out earlier this yr as an instance: The product is offered in three scents “tailored to three different personalities that these tweens could really relate to” (“Darling,” “Supernova” and “Main Character”).
Image Credit: Courtesy of Evereden
The line is also marketed in an age-appropriate approach, not like some “highly sexualized” model campaigns meant for adults that nonetheless promote to younger customers, the founder notes.
Related: Most Businesses Overcomplicate Their Marketing Strategy. Here’s Why — and What to Do Instead.
Evereden’s kid-friendly advertising and marketing is a promoting point for millennial dad and mom — as is the “peace of mind” that comes with understanding the merchandise are developed by dermatologists for his or her kids’s skin, Ho says.
“We were onto something and serving a need that is no longer niche.”
Evereden has raised more than $40 million up to now, including a $32 million Series C round led by GSR Ventures. The model noticed explosive growth even before “Sephora kids” emerged, and the buzz only fueled sales, per Ho.
The model boasts more than 40 SKUs across its product classes and is offered in 11 markets. It did $100 million in sales in 2024 and launched in Sephora U.S. last month.
Related: She Launched Her Black-Owned Beauty Brand with $1,500 in Her Pockets — Now Her Products Are on Sephora’s Shelves.
Before the U.S. Sephora launch, Evereden was out there in eight of the retailer’s areas internationally, and by 2024, it was the third-fastest-growing model in all of Sephora Canada. “Usually Canada is the closest proxy to the U.S. in terms of North American customers being similar to each other,” Ho says.
Image Credit: Courtesy of Evereden
That growth data is especially useful because Evereden isn’t a conventional Sephora model, Ho explains: “We were not selling adult skincare products [at that point], so beating out hundreds of legacy brands with much bigger budgets showed Sephora that we were onto something and serving a need that is no longer niche.”
Evereden has hero SKUs in each of its product classes, and no single product makes up more than 20% of the model’s complete sales, Ho says.
”Gen Alpha loving and shopping for skincare and wonder is right here to remain.”
Ho notes that Evereden’s cross-category success may be typical for billion-dollar corporations like E.l.f. or Sol de Janeiro however is comparatively uncommon for such a younger model — and signifies thrilling growth potential.
”Gen Alpha loving and shopping for skincare and wonder is right here to remain,” Ho says. “It’s not a flash in the pan. They’re just getting started, in fact, in their consumer journey.”
Related: This Stat About Gen Alpha’s Side Hustles Might Be Hard to Believe — But It Means Major Purchasing Power. Here’s What the Kids Want to Buy.
Today, Gen Alpha is between one and 15 years previous, yet they’re already influencing 42% of U.S. family spending totaling over $100 billion in buying energy, according to a current report from Axios.
“ We still have a ways to go in terms of figuring out who they are [and] who they’re growing up to be,” Ho admits. “The good news is that Evereden has been there for years — and we’re the market chief.“
“[You have to] keep staying true to your brand voice as you’re changing, as your consumer is changing.”
Ho acknowledges that new magnificence and skincare merchandise hit the market every day, and that over time, it’s grow to be more crowded with manufacturers equally centered on merchandise with science-backed components.
As a result, Evereden must always take into account how to satisfy the wants of its rising customers.
“ That’s meant really owning our core DNA around self-care,” Ho says. “We are giving you the best of these ingredients that we source around the world, that our doctors have painstakingly screened, so that you and your family can take care of yourselves. We’re trying to communicate that ethos of self-care across all of our touch points and go beyond just providing products to consumers.”
Related: Why AI Makes Your Brand Voice More Valuable Than Ever
Image Credit: Courtesy of Evereden
A essential challenge that Evereden grapples with — and one that any model hoping to achieve the skincare industry ought to — is staying true to its voice, particularly as its goal prospects evolve, according to Ho.
“ Our consumer is growing from a pre-teen 8-, 9-year-old, to a proper teenager, and they’re totally changing their entire world and perspective on everything,” Ho says. “[So we have to remain] relevant and grow up with them. [You have to] keep staying true to your brand voice as you’re changing, as your consumer is changing.”
“We’re able to shorten our product development lifecycle, which is traditionally 18 months, to four to six months.”
Evereden already has an spectacular monitor report, however Ho believes the model has only scratched the floor of what’s attainable.
With its current Series C funds, Evereden is prioritizing research and development and has bought its own formulation lab, permitting the model to increase its product portfolio at an accelerated charge.
Related: How User Research Can Help You Win Before You Launch New Products and Services
Buying the lab was an uncommon transfer, Ho admits, as most manufacturers only accomplish that as soon as they’re “as big as L’Oreal.“
However, Ho didn’t wish to invest the bulk of the model’s Series C into advertising and marketing, explaining that it’s not the method to build a model for long-term growth and success.
Image Credit: Courtesy of Evereden
“If we have our own lab and have a team of chemists working 100% of their time on Evereden, we’re able to shorten our product development lifecycle, which is traditionally 18 months, to four to six months,” Ho says.
That means that Evereden can grow and better serve its prospects, Ho provides. For occasion, when the model sees a tween product request taking off on social media — like the one for perfume mist last yr — it’s in a position to launch that product more shortly than rivals.
Related: This Popular Way of Measuring Product Success Isn’t Telling You the Whole Story — Here’s What to Track Instead
“We know how big these markets are — and how excited they are to have Evereden.”
Additionally, Evereden is eyeing more markets across the globe in its bid to present Gen Alpha buyers and their dad and mom precisely what they need.
“Every day on our TikTok or Instagram, kids from the Middle East or Latin America are saying, ‘Are you going to be in the UAE? Are you going to be in Brazil?’” Ho says. “We get that all the time, and we know how big these markets are — and how excited they are to have Evereden.”
This article is an element of our ongoing Women Entrepreneur® sequence highlighting the tales, challenges and triumphs of working a business as a lady.
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