The scene plays out in every Southampton bathroom this summer. A twelve-year-old reaches for her skincare routine, guided not by TikTok influencers pushing adult products, but by pediatric dermatologists from Stanford and Harvard. The bottles come from Evereden, the family skincare brand that just secured its most significant retail milestone yet: Sephora US. For Hamptons mothers navigating the treacherous waters of tween beauty obsession, Evereden offers something revolutionary. Science-backed products actually designed for young skin.

Founded in 2019 by Kimberley Ho, a former Goldman Sachs investment banker turned entrepreneur, Evereden now generates approximately $100 million in annual revenue according to Forbes. The October 2025 Sephora launch, with full in-store rollout planned for February 2026, establishes Evereden as the anchor brand in what Sephora calls the Gen Alpha category. The prestige beauty retailer is betting that parents want dermatologist-developed solutions rather than viral products never tested on developing skin.

The Wall Street to Wellness Journey

Ho’s path to children’s skincare wound through 100-hour weeks at Goldman Sachs and later Oaktree Capital. Working in private equity gave her frameworks for identifying underserved markets and building scalable businesses. When she examined the skincare industry, she found a glaring gap. Premium products existed for adult women. Baby products focused on basic functionality. Nothing addressed children and tweens with the same innovation and quality consciousness that luxury beauty applied to adults.

In 2017, Ho left finance to pursue the opportunity. She cold-called 50 skin specialists before convincing Dr. Joyce Teng, Head of Pediatric Dermatology at Stanford Medical School, to join as Chief Scientific Officer. Dr. Sarina Elmariah from Harvard Medical School and Dr. Rebecca Hartman, also from Harvard, completed the scientific leadership team. This wasn’t marketing positioning. These physicians actively develop Evereden’s formulations.

The brand launched in 2019 with a mission to rebuild children’s skincare from the ground up. Initial products spanned baby, kids, and mom categories, addressing the entire family journey. The approach proved prescient. Evereden registered 350 percent year-over-year growth in its early years, with the business quadrupling in 2020. By 2021, the brand had surpassed $60 million in run rate revenue and achieved profitability.

The Science Behind the Products

Evereden’s products carry EWG verification, meaning they meet the Environmental Working Group’s strict standards for ingredient safety. The formulations avoid over 1,300 potentially harmful ingredients including phthalates and synthetic fragrances. Plant-powered ingredients like oat extract for calming and zinc oxide for sun protection deliver results without the harsh actives that can damage young skin barriers.

The development process requires blind third-party consumer testing against category leaders. Products don’t launch unless testing demonstrates Evereden will lead the market. This scientific rigor distinguishes the brand from competitors who apply adult formulation approaches to children’s products without modification. Young skin has different needs than mature skin, and Evereden’s dermatologist team ensures formulations respect those differences.

The assortment now exceeds 40 SKUs spanning skincare, haircare, fragrance, and suncare. Kids face wash and face cream introduced the category-defining products. Detangling shampoo and leave-in spray addressed practical daily needs. Fragrance mists launched in March 2025, allowing tweens to participate in the perfume trend without adult-strength formulations. Each product fits into age-appropriate routine building.

The Gen Alpha Opportunity

Gen Alpha, born from 2010 onward, represents a new consumer category with unique characteristics. These children grew up watching their parents’ skincare routines. They encounter beauty content across social media platforms from early ages. Their awareness of and interest in skincare far exceeds previous generations at similar ages. But their skin remains fundamentally different from adult skin.

Evereden’s kids category grew 150 percent year-over-year in direct-to-consumer sales and 200 percent on Amazon. Mindy Zou, head of omnichannel growth at Evereden, confirmed that Gen Alpha is becoming a crucial customer base. Tweens and kids show increased awareness and spending on beauty products. Rather than fighting this trend, Evereden channels it toward appropriate, dermatologist-approved products.

The Sephora partnership positions Evereden as the educational leader in this emerging space. The brand provides judgment-free education tools helping families make informed choices. Staff training includes explaining why certain adult products may harm young skin and how Evereden’s formulations differ. This educational approach builds long-term brand relationships as Gen Alpha consumers age into adult skincare.

The $32 Million Funding Story

Evereden raised $32 million in Series C funding led by GSR Ventures in late 2021. The capital supported product development, distribution expansion, and investment in an in-house laboratory for research and development. Total funding exceeds $40 million across all rounds. GSR Ventures’ Richard Lim praised Evereden for creating “a category of one” by pairing luxury beauty innovation with family-appropriate formulations.

The funding enabled global expansion. Evereden now sells in 11 international countries including launches across Singapore, Malaysia, and Thailand through Sephora partnerships. Southeast Asia pop-ups scheduled for late 2025 leverage Ho’s Malaysian heritage while accessing growing markets for premium children’s products. The brand’s halal-friendly formulations appeal to regional preferences.

Unlike many venture-backed beauty brands, Evereden achieved profitability relatively early. Ho’s finance background instilled discipline around unit economics and sustainable growth. The brand avoided the trap of buying growth through unsustainable customer acquisition costs. This financial foundation positions Evereden for continued independence or favorable exit options as the category matures.

The Sephora Strategy

The October 2025 Sephora launch includes 12 bestselling products spanning skincare, haircare, fragrance, and suncare. This curated edit represents the brand’s greatest hits while creating an immersive introduction to the Evereden universe. Full in-store presence across US locations comes in February 2026, giving the brand peak spring selling season exposure.

Sephora’s bet on Gen Alpha reflects broader industry recognition. The specialty beauty retailer attracts mothers who shop for themselves while increasingly purchasing for daughters. These consumers already trust Sephora for product curation and safety. Evereden’s pediatric dermatologist credentials provide the reassurance parents need when introducing children to skincare routines.

The partnership addresses Sephora’s strategic need for differentiation. Mass retailers and Amazon capture price-sensitive consumers. Prestige beauty must offer products and expertise unavailable elsewhere. A children’s skincare category developed by Stanford and Harvard physicians distinguishes Sephora from competitors lacking similar offerings. The category expansion creates new reasons for store visits.

The Hamptons Parent Perspective

Hamptons families face unique pressures around children’s beauty routines. Summer sun exposure requires serious sun protection. Pool and beach activities demand effective after-care. Social dynamics among tweens increasingly involve skincare conversations. Parents want to provide appropriate products without accelerating adult concerns or exposing children to inappropriate ingredients.

Evereden solves this dilemma. The products look sophisticated enough for image-conscious tweens while containing only age-appropriate ingredients. Packaging photographs beautifully for social sharing without including anything parents need to hide. The brand occupies the sweet spot between overly juvenile baby products and premature adult skincare.

The fragrance mists particularly resonate with Hamptons families. Tweens want perfume participation. Adult fragrances contain alcohol and concentrated synthetic chemicals unsuitable for young skin. Evereden’s mists deliver gentle scent experiences without concerning ingredients. Parents gift these products knowing the formulations passed pediatric dermatologist review.

Building Lifelong Habits

Evereden’s philosophy extends beyond products to habit formation. The brand believes skincare is self-care, and nurturing healthy habits early empowers confidence. Products are designed to be safe, fun, and confidence-building, helping tweens and teens see skincare as positive ritual rather than obligation or vanity.

This positioning aligns with how Hamptons parents approach children’s wellness generally. Tennis lessons, sailing camps, and healthy eating habits receive substantial investment. Skincare routine education fits naturally into this framework. Teaching children to care for their skin responsibly prepares them for adult skincare decisions while building daily discipline.

The educational content Evereden provides through its website and retail partnerships guides families through age-appropriate routine building. Clear information explains ingredient purposes and usage protocols. This transparency builds trust with parents who want to understand what they’re applying to children’s skin. The approach contrasts with brands that rely on marketing claims without substantive education.

Explore Evereden’s collection at ever-eden.com and beginning October 2025 at Sephora. Products range from $9 to $45, with kits and sets offering curated introductions.

For more family lifestyle coverage, visit Social Life Magazine. Contact our editorial team about features and brand partnerships.

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