Kimberley Ho’s Evereden: Revolutionizing Kids’ Skincare for Generation Alpha

Table of Contents

1. Key Highlights
2. Introduction
3. From Wall Street to Wellness
4. A Market Gap and a New Vision
5. Building a Brand with Integrity
6. Direct-to-Consumer Success
7. Funding and Growth Trajectory
8. The Future of Children’s Skincare
9. Conclusion
10. FAQ

Key Highlights

• Kimberley Ho, cofounder and CEO of Evereden, transitioned from a Wall Street career to revolutionize family-friendly skincare, targeting Generation Alpha.
• Since its launch in 2018, Evereden has achieved annual sales of $100 million, focusing on safe, dermatologist-approved products for babies, children, and pregnant mothers.
• The brand has rapidly expanded its product line and now boasts a significant presence in both direct-to-consumer sales and global retail, including partnerships with Sephora.
• Evereden’s innovative approach includes having its own formulation lab, allowing for faster product development compared to industry standards.

Introduction

In a world where childhood experiences are increasingly intertwined with social media, the beauty industry is witnessing a seismic shift. Children today, particularly those in Generation Alpha (born after 2010), are introduced to skincare products at an average age of eight—years earlier than their Millennial and Gen Z counterparts. This early engagement presents both challenges and opportunities, particularly for safety-conscious parents. Enter Kimberley Ho, a former Wall Street investment banker turned entrepreneur, whose company, Evereden, is at the forefront of this transformation. By offering medically vetted, family-friendly skincare products, Evereden not only caters to the burgeoning interest in cosmetics among young consumers but also addresses a significant gap in the market. This article explores Ho’s journey, the growth of Evereden, and the implications for the future of children’s skincare.

From Wall Street to Wellness

Kimberley Ho’s journey to entrepreneurship was anything but conventional. Raised in Kuala Lumpur, Malaysia, by entrepreneurial parents, Ho was exposed to the world of business from a young age. Her academic journey led her to Stanford University, where she majored in economics and became acquainted with the competitive landscape of investment banking. After working at Goldman Sachs and later at Oaktree Capital, she became acutely aware of troubling trends within major beauty brands, including safety concerns and a lack of innovation in family-oriented products.

“It was a lack of care and the integrity of some of these products that made me uncomfortable as a consumer,” Ho recalls, reflecting on her experiences as an investor in the beauty industry.

This discomfort sparked a transformative idea: to create a skincare line that prioritized safety and efficacy for babies, children, and mothers. Thus, in 2018, Ho co-founded Evereden with her husband, Huang Lee.

A Market Gap and a New Vision

The beauty industry had seen billions of dollars poured into women's cosmetics and skincare, yet there was a glaring absence of investment in products designed specifically for families. Ho identified this gap and sought to fill it with Evereden.

Her initial product lineup focused on baby skincare, primarily targeting concerned parents. However, as the company’s customer base began to grow, it quickly became apparent that the demand extended beyond infants. Parents were asking for products for their older children, leading Evereden to expand its offerings to include skincare for kids and preteens.

The Rise of Generation Alpha

As children increasingly engage with beauty and skincare at a younger age, brands must adapt to their unique needs. A study by Ulta Beauty revealed that Generation Alpha is exposed to beauty products much earlier than previous generations, drastically changing how companies market their products.

“Clearly these young consumers are interested in skincare and are exposed to the internet,” noted Dan Su, an analyst at Morningstar. “They probably need some help picking the right product.”

Evereden capitalizes on this trend by providing safe, dermatologist-formulated products that cater to the sensitive skin of young users.

Building a Brand with Integrity

From its inception, Evereden has emphasized safety and quality. Ho reached out to dermatologists and medical professionals to ensure that the formulations were not only effective but also safe for children’s delicate skin. This commitment led to the hiring of Dr. Joyce Teng, a pediatric dermatologist from Stanford, as Chief Science Officer.

The brand’s product development process is notably efficient, with a timeline of three to six months for launching new products—significantly shorter than the industry norm of 18 months. This rapid turnaround is primarily due to Evereden’s in-house laboratory, a rarity among emerging skincare brands that typically rely on third-party chemists.

A Diverse Product Range

Since its launch, Evereden has expanded its product range to include various categories:

1. Baby Skincare: Moisturizers, cleansers, and sunscreens formulated for infants.
2. Kids’ Skincare: Products tailored for children’s skin concerns.
3. Preteen Line: Skincare solutions specifically designed for preteens, addressing issues like early acne and skin sensitivity.
4. Pregnancy Products: Oils and creams aimed at mitigating stretch marks and other skin changes during pregnancy.

The brand's ability to adapt its offerings in response to consumer needs has been crucial to its success.

Direct-to-Consumer Success

Evereden has primarily focused on direct-to-consumer sales, which has allowed for greater control over customer experience and brand messaging. The company has capitalized on digital marketing strategies, particularly through social media platforms that resonate with its target demographic.

"Our customers are growing up and asking for products for their older siblings," Ho explains. "This insight has allowed us to continually innovate and expand our product lines."

By combining online sales with strategic partnerships such as retail placements in Sephora across multiple countries, Evereden has scaled its operations effectively.

Funding and Growth Trajectory

Evereden's growth trajectory has been impressive, with the company reporting $100 million in annual sales. This success has been bolstered by a series of funding rounds, including a significant $32 million raised in a Series C round in 2021. These funds were primarily allocated to enhancing product development capabilities, including the establishment of its own formulation lab.

In a landscape where emerging brands often rely on outsourced manufacturers, having in-house capabilities not only speeds up the development process but also ensures higher quality control.

The Future of Children’s Skincare

As Evereden continues to grow, the implications for the broader skincare and cosmetics market are significant. The demand for children’s skincare products is projected to rise, with the global children’s cosmetic market estimated to be worth $1.6 billion by 2024. Retail giants like Sephora have noted a doubling in the number of customers aged 9 to 12 over the past five years, indicating a burgeoning market ripe for innovation.

Evereden’s commitment to safety, efficacy, and rapid product development positions it well to capitalize on these trends. As Ho states, "We are a multi-category brand that is continuously evolving to meet the needs of families."

Conclusion

Kimberley Ho's journey from Wall Street to the helm of a thriving family skincare brand exemplifies the potential of recognizing unmet consumer needs and turning them into a successful business model. With Evereden, she has not only created a line of products that prioritize the safety and health of young consumers but has also set a new standard in the beauty industry. As Evereden and its customer base continue to mature together, the brand is poised to lead the charge in the evolving landscape of children’s skincare.

FAQ

What is Evereden?

Evereden is a family-friendly skincare brand founded in 2018, specializing in products for babies, children, and pregnant mothers. The brand emphasizes safety and efficacy, using dermatologist-approved formulations.

Why did Kimberley Ho leave her Wall Street career?

Ho left her career in finance after recognizing significant gaps in the beauty industry regarding safe and effective products for families. Her desire to create a trustworthy skincare line motivated her transition to entrepreneurship.

What distinguishes Evereden from other cosmetics brands?

Evereden stands out due to its commitment to safety, its in-house formulation lab, and its focus on specific age demographics, particularly targeting the needs of children and preteens.

How has Evereden scaled its operations?

The company has achieved rapid growth through direct-to-consumer sales and strategic partnerships with retailers, including Sephora. It has also benefited from substantial venture capital funding.

What is the projected growth of the children’s skincare market?

The global children’s cosmetic market is estimated to reach $1.6 billion by 2024, driven by increasing interest among young consumers and the proliferation of skincare routines on social media.