Gen Alpha-focused beauty brand, Evereden, is launching skin care, hair and fragrance products at Sephora U.S. as the retailer goes big on Tweens.
The retailer is inducting Gen Alpha-focused clean beauty brand, Evereden, to its online assortment in the U.S. on Oct. 14, with a nationwide store rollout set to follow in February 2026. This follows the retailer’s buzzy September debut of Sincerely, Yours, a new tween skin care brand cofounded by 15-year-old influencer, Salish Matter, and her father, Jordan Matter.
The expansion isn’t Evereden’s first brush with Sephora. The 2018-founded brand has steadily expanded in recent years to Sephora Canada, Hong Kong, Singapore and other Asian markets, but entering U.S. stores marks a key step toward cofounder and chief executive officer Kimberley Ho’s aim to “build the first true multicategory, self care universe for Gen Alpha,” she said.and fragrance, priced from $22 for a tinted lip oil to $36 for a hybrid mineral facial sunscreen and moisturizer with SPF 20. The brand’s trio of fruity-gourmand“What we’re bringing to the Sephora ecosystem is an immersive brand universe that touches all categories that Gen Alpha touches,” said Ho, who initially launchedalongside cofounder Huang Lee as a multigenerational beauty brand, though catering to Gen Alpha became a focus post-pandemic due to demand. In 2024, Evereden crossed $100 million in net sales, with its Gen Alpha-focused offerings comprising more than 90 percent of its U.S. business. Online sales made via Amazon and the Evereden website account for more than 90 percent of the brand’s total sales, and no one product accounts for more than 20 percent of its business.“That showed us that we have a strong point of view as a brand. We understand who Gen Alpha is as a consumer in a way that I think some of the newer brands are just trying to figure out now,” said Ho, adding, “with most of our sales being online, there’s so much more room for Evereden to grow.”Engaging both tweens and their parents is key to Evereden’s aim toward growth. “Our mostly Millennial parents care about safety, clean ingredients, being EWG-verified and National Eczema Association-certified, but then in stores, we have to storytell to the teen who is looking to buy something that speaks to them and is fun and engaging,” Ho said, adding that online “edutainment” on platforms like TikTok has also been critical in reaching young consumers. Evereden has plans to enter new categories in 2026, said Ho, adding that it will also continue to build out its fragrance line. In developing its first three scents this year, the brand tapped a group of 200 teens and tweens to consult on the designs and scents prior to the March launch.“What’s exciting about Evereden is that each of our categories can be a brand in themselves. We want to be the destination for Gen Alpha, particularly the Gen Alpha shopper going to the Sephora ecosystem.”. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google WWD and Women's Wear Daily are part of Penske Media Corporation. © 2025 Fairchild Publishing, LLC. All Rights Reserved.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Gen Z grad navigated Amazon's 'loop' interview and landed the jobBusiness Insider tells the global tech, finance, stock market, media, economy, lifestyle, real estate, AI and innovative stories you want to know.
Read more »
Gen Z declares showing up to work sick, 'powering through' is no longer impressive: studyToday's Video Headlines: 09/29/25
Read more »
Firefly Aerospace's Alpha rocket explodes during preflight testMichael Wall is a Senior Space Writer with Space.com and joined the team in 2010. He primarily covers exoplanets, spaceflight and military space, but has been known to dabble in the space art beat. His book about the search for alien life, 'Out There,' was published on Nov. 13, 2018.
Read more »
Is Janus Henderson Small/Mid Cap Growth Alpha ETF (JSMD) a strong ETF right now?Making its debut on 02/23/2016, smart beta exchange traded fund Janus Henderson Small/Mid Cap Growth Alpha ETF (JSMD - Free Report) provides investors broad exposure to the Style Box - Small Cap Growth category of the market.
Read more »
Gen Z Faces a Financial Reality Check: Poor Habits and Debt Weigh on Young AmericansCredit repair experts warn that pandemic spending, student loan delinquencies, and poor money habits have left Gen Z vulnerable to a lifetime of higher costs and fewer financial choices, as their average credit scores have declined.
Read more »
Firefly Alpha rocket test mishap prompts safety reviewFirefly Aerospace's Alpha Flight 7 rocket experienced a setback during testing on Sept. 29, 2025, at the company's facility in Briggs, Texas.The first stage of
Read more »