Sephora Deepens Bet on Gen Alpha, Prepares Evereden for U.S. Shop Release

Sephora’s Gen Alpha play simply got steeper.

The merchant is inducting Gen Alpha-focused tidy charm brand name, Evereden, to its online selection in the U.S. on Oct. 14, with an across the country shop rollout set to follow in February 2026. This follows the merchant’s buzzy September launching of Genuinely, Yours, a brand-new tween skin care brand name cofounded by 15-year-old influencer, Salish Matter, and her dad, Jordan Matter.

The growth isn’t Evereden’s very first brush with Sephora. The 2018-founded brand name has actually progressively broadened in the last few years to Sephora Canada, Hong Kong, Singapore and other Asian markets, however getting in U.S. shops marks a crucial action towards cofounder and ceo Kimberley Ho’s goal to “construct the very first real multicategory, self care universe for Gen Alpha,” she stated.

Evereden will go into Sephora U.S. with 12 items throughout skin, hair and scent, priced from $22 for a tinted lip oil to $36 for a hybrid mineral facial sun block and moisturizer with SPF 20. The brand name’s trio of fruity-gourmand hair and body mists, which debuted previously this year, are each priced at $23.

” What we’re giving the Sephora community is an immersive brand name universe that touches all classifications that Gen Alpha touches,” stated Ho, who at first introduced Evereden along with cofounder Huang Lee as a multigenerational charm brand name, though accommodating Gen Alpha ended up being a focus post-pandemic due to require.

In 2024, Evereden crossed $100 million in net sales, with its Gen Alpha-focused offerings making up more than 90 percent of its U.S. organization. Online sales made by means of Amazon and the Evereden site represent more than 90 percent of the brand name’s overall sales, and nobody item represent more than 20 percent of its organization.

In 2024, Evereden was the 3rd fastest-growing brand name at Sephora Canada, according to Ho.

” That revealed us that we have a strength of deem a brand name. We comprehend who Gen Alpha is as a customer in such a way that I believe a few of the more recent brand names are simply attempting to find out now,” stated Ho, including, “with the majority of our sales being online, there’s a lot more space for Evereden to grow.”

Engaging both tweens and their moms and dads is essential to Evereden’s goal towards development.

” Our mainly Millennial moms and dads appreciate security, tidy components, being EWG-verified and Nationwide Eczema Association-certified, however then in shops, we need to storytell to the teenager who is aiming to purchase something that speaks with them and is enjoyable and interesting,” Ho stated, including that online “edutainment” on platforms like TikTok has actually likewise been important in reaching young customers.

Evereden has strategies to go into brand-new classifications in 2026, stated Ho, including that it will likewise continue to construct out its scent line.

In establishing its very first 3 aromas this year, the brand name tapped a group of 200 teenagers and tweens to seek advice from on the styles and aromas prior to the March launch.

” Within 3 weeks, our scents offered out and now they’re amongst our bestsellers,” Ho stated.

” What’s interesting about Evereden is that each of our classifications can be a brand name in themselves. We wish to be the location for Gen Alpha, especially the Gen Alpha buyer going to the Sephora community.”