Gen Alpha in the beauty industry is a topic frequently discussed worldwide after it was found that young people's interest in skincare and cosmetics is expanding to increasingly younger ages, influenced by social media and modern parents' care. Reports show Gen Alpha starts using skincare around age 8, while Gen X began at 12 and Gen Y at about 15.
It is therefore unsurprising that many entrepreneurs are entering this market, including one called “Evereden.” This brand was intentionally created from the start to design skincare for mothers and children, beginning with infants by focusing on gentle, safe products. As popularity grew and parents demanded more, it expanded to older children and teenagers.
Evereden was founded by Kimberley Ho. She is a former financial advisor from Goldman Sachs and Oaktree Capital who decided to leave Wall Street to start her own business, initially serving young mothers seeking safe products for their children's sensitive skin. Today, the brand has achieved sales exceeding 100 million U.S. dollars.
This article from Thairath Money'sHow to Make Moneycolumn introduces Kimberley Ho and Evereden, highlighting their success strategy in a skincare market dominated by large players. They rose to prominence by targeting Gen Alpha, focusing on awareness through content, involving children content creators in the business by granting them equity rather than typical payment deals.
Kimberley Ho was born and raised in Kuala Lumpur, Malaysia, in a hardworking family environment. Her parents ran a printing business. She told Forbes, “I feel like I worked even before I was born because my mother had to carry things herself; our family couldn’t afford to hire employees.”
As a teenager, she was obsessed with gaining admission to an Ivy League university but later changed her goal to Stanford University after seeing its vibrant campus online. She was accepted to study economics there.
In her early years at Stanford, she and friends connected with representatives from major Wall Street financial institutions. By 2013, according to LinkedIn, she worked at Goldman Sachs as an investment banker serving large businesses, then moved to Oaktree Capital Management two years later.
At Oaktree, she noticed structural problems in many beauty brands, including health risks, massive lawsuits, inconsistent product quality, and exaggerated advertising. “There was a lack of care and honesty, which made me uncomfortable as a consumer, beauty lover, and someone with sensitive skin,” Kimberley Ho said.
Her turning point came when a friend in Malaysia who had just had a baby asked her to buy "Clean & Safe" products from the U.S. As an investor and someone with eczema, she knew many brands were not as honest as advertised.
Seeing this skincare market gap, she made another major decision: she left Oaktree in 2017 to build a premium skincare brand for sensitive, allergy-prone skin, especially for mothers and children needing gentle care.
Kimberley Ho emailed about 50 dermatologists seeking collaboration to develop formulas until she met Joyce Teng, head of pediatric dermatology at Stanford Medical School. Interested in the idea, Teng joined as Chief Science Officer, alongside two Harvard Medical School doctors on the team.
In 2018, Evereden officially launched, co-founded by Kimberley Ho and her husband Huang Lee. Kimberley Ho serves as CEO and is involved in designing and developing every product. She says the company's DNA is "Product-Obsessed," aiming to create the best products.
Evereden first introduced baby skincare products, then expanded to mother care in 2019 with products like stretch mark oil. After surpassing 1 million U.S. dollars in revenue, the company began adding products for children.
Although cosmetics generally do not require U.S. FDA approval, certain items like sunscreens and eczema treatments must be certified. Evereden meets these standards, leveraging its medical team and clinical testing as selling points for safety.
Evereden's growth follows its expanding customer base. “We grow because our customers grow,” Kimberley Ho said, noting product additions respond to existing customers' needs. “They said their children were no longer babies and wanted products for their growing kids,” she continued.
Products expanded from Mom & Baby to Kids (ages 3+) and then Teens (11+), covering skincare, haircare, fragrances, sunscreens, and lip oils.
One key to Evereden's unstoppable growth is the online world. Most sales come from online channels, although it partnered with Sephora early on, selling in eight countries. On Amazon, Evereden's haircare quickly reached number one in the children's category.
A 2022 Ulta Beauty study reported social media influences Gen Alpha children to start using beauty products at an average age of 8, prompting global markets to focus more on this segment. Many major beauty brands are now targeting this market.
In 2021, Evereden raised 32 million U.S. dollars in a Series C round led by GSR Ventures, using most funds to build its own laboratory, further differentiating the brand in the market.
Kimberley Ho said, “In this industry, only L'Oréal, Unilever, and Procter & Gamble have their own labs.” Most new brands use external labs, like Hailey Bieber's Rhode Beauty, which sold to e.l.f. Beauty for 1 billion U.S. dollars.
Product development typically takes 18 months, but Evereden completes it in just 3-6 months, allowing it to launch products 3-4 times faster than competitors and expand product lines since 2021.
Evereden's growth coincides with Sephora's Sephora Kids campaign, launched after 9-12-year-olds enthusiastically purchased skincare. A 2023 Sephora report noted this customer group doubled in five years, with the children's cosmetics market valued at 1.6 billion U.S. dollars in 2024.
Evereden currently offers over 40 SKUs across many categories, sold in 11 markets worldwide, achieving 100 million U.S. dollars in sales in 2024, and recently launched in Sephora stores across the United States.
“Gen Alpha who love and buy skincare will remain in this market for a long time; this is not a passing trend. They are just beginning their consumer journey,” Kimberley Ho signaled, indicating continued growth for the market and Evereden. “The key is to stay true to the brand’s identity even as customers change.”
Another factor that makes Evereden deeply resonate with Gen Alpha customers is its promotion through young influencers on its Instagram, featuring cute, vibrant, and accessible content largely created by Gen Alpha children themselves.
Evereden’s influencer marketing goes further than sending products for celebrity reviews; it builds sustainable influencers by granting equity to three creators instead of paying typical deal fees.
This project is called “Generation E.” Launched alongside Evereden's expansion into Sephora stores across the U.S., it reflects Kimberley Ho’s belief that “building a modern brand means involving the next generation inside the company, not just in front of the camera.”
Generation E is Evereden's new model, partnering with creators and brand ambassadors by giving Gen Alpha creators real ownership, creative influence, and long-term brand relationships. It brings together three diverse, powerful Gen Alpha voices as long-term partners, shareholders with real company input—from product testing and idea development to launching limited editions and shaping brand communication to peers.
While granting equity to creators is not entirely new, with some brands offering shares to ambassadors or influencers, Evereden may be the first to give ownership stakes to children aged just 14, 15, and 17.
The difference with Gen Alpha is they don’t seek perfection but authenticity, connecting with people like themselves—friends, genuine ordinary people sharing their world.
Thus, “Evereden’s collaboration with Gen Alpha creators as real brand ambassadors and shareholders creates a new blueprint for modern brand building,” Kimberley Ho said.
Sources:Forbes,Entrepreneur,Inc.,Glossy,Evereden
Follow the Facebook page Thairath Money at the link -https://www.facebook.com/ThairathMoney