In a little over a week since its launch, a $93 bundle with Evereden’s trio of brightly colored teenage skincare products— $20 Steer Clear Gel Cleanser, $26 Balance Up Clarifying Toner Pads and $27 Let’s Bounce Gel-Cream Moisturizer—has become among its top three stockkeeping units.
Kimberley Ho, founder and CEO of the premium multigenerational personal care brand, attributes the teen skincare products’ early traction to Evereden’s established relationship with gen alpha. The brand offered mom and baby products from its inception in 2019 and branched into kids’ skincare in 2021, kids’ haircare in 2022 and playful kids’ makeup in 2023 with youth-friendly “crayons” and tinted lip oils. In the past year, it’s registered over 100% revenue growth in new categories.
“We were thinking about gen alpha in a thoughtful, segmented way, the way a lot of adult beauty brands treat their consumers, by making sure our products were not just developed and designed for gen alpha, but really tested by them,” says Ho, adding, “The fact that we’ve just launched it a week ago and the bundle is already a top three SKU in the U.S. really speaks to Evereden’s ability to grow with our customer.”
It seemed Evereden had a product for every gen alpha beauty and personal care need—until this past year when a large segment of the group typically defined as being born between 2010 and 2025 started hitting pre-pubescence and pubescence. The brand began hearing from its customers who are parents that their kids were noticing blemishes and oiliness. Evereden went to work again and came up with the three-piece Clear Skin Teen Collection.
Girls star in the advertising imagery for the collection, and its cleanser tube is dragon fruit pink and toner pad jar is lavender with a bright purple lid. Despite girls’ starring role, Ho says, “We’re finding that teens, both girls and boys, are responding to the collection. I think this generation, they don’t associate as much with colors, so that’s been really freeing from a design perspective.”
To make sense of the new collection’s quick rise, it’s helpful to remember that gen alpha represents a powerful force in the beauty category. According to market research firm NielsenIQ, gen alpha members comprise 26% of American households, but are driving 49% of skincare category growth. Brands like Drunk Elephant and Glow Recipe have benefitted from gen alpha’s interest in skincare, but a slew of fresh indie brands are chasing gen alpha dollars, too, and are competitors to Evereden.
“We were thinking about gen alpha in a thoughtful, segmented way.”
“A lot of the growth we’re seeing in the industry is coming from gen alpha,” says Ho. “I’m not really sure what the reason is behind the flattening of other age demographics, but what we’re seeing at Evereden is a tremendous excitement to learn about skincare and to use products that are made for them.”
Millennials and elder gen Zers, which make up the parent cohort in Evereden’s world, are still the ones pulling out their credit cards, but Ho says hyper-educated, chronically online gen alpha consumers often either introduce the brand to their parents or control repeat purchases.
“We have gen alpha consumers asking their millennial parents to buy Evereden—maybe the parent has heard of Evereden, maybe not,” says Ho, suggesting the dynamic leads to a bit of a marketing conundrum. “We have to speak to both the parent as well as the kid and now this changing teen.”
Evereden has managed to connect with various consumers. It finds gen alpha on Tik Tok and parents on Instagram and in email. In the past six months, it’s increased its TikTok following more than 550% to almost 104,000. In the past 60 days, it’s reached a 6.5% engagement rate on the platform, a percentage Ho mentions is above the industry average. She details Evereden’s TikTok content delves into how to apply its skincare products and the ingredients in them using trending songs and sounds.
“As we grow this teen consumer, we will be able to segment the messaging in a more clear way,” says Ho. “Someone who has only purchased a teen product will only get messages and information around things that teens care about, products or otherwise.”
Thanks to the size of its $32 million series C funding round in 2021 led by GSR ventures, Evereden has no plans to seeking further capital anytime soon. And unlike many contemporaries that raised large amounts of venture capital when investor sentiment was bullish and failed to balance efforts to scale with stricter margin expectations, Ho reports the brand is growing profitably. It’s available at Sephora stores internationally and Amazon.
Ho says, “As a result of our success in cross-pollinating product categories and selling to everyone in the family, we are profitable and have maintained tremendously low CACs, which have continued to decline from years ago…Our customer lifetime value is also above industry average due to high retention rates and our unique brand ability to speak to different people in the family.”
Leave a Reply
You must be logged in to post a comment.