Evereden

What Evereden does

Evereden is a New York-based direct-to-consumer beauty brand founded in 2018 by Malaysian entrepreneur Kimberley Ho, focused on clean, non-toxic skincare and haircare products formulated for babies, kids, teens, and expecting mothers. The product portfolio spans baby face cream (ages 0-2), kids routines and haircare (ages 3+), teen clearing routines and fragrance mists (ages 11+), and pregnancy/postpartum care, organized into core SKUs, bundles (Kids Daily 1-2-3, Happy Hair Trio, Clear Skin Trio), and licensed collaborations such as the Barbie Kids Happy Face Duo. Formulation authority is anchored by the "Moms in Medicine" dermatologist network from Stanford and Harvard Medical School, led by CSO Dr. Joyce Teng, with proprietary ingredient standards banning over 2,000 substances — approximately 300 more than EU regulations — and EWG and Yuka third-party certifications.

The company's core technology is its dermatology-led formulation platform, not a software or AI platform. Distribution is omnichannel: a DTC website (ever-eden.com) with subscription auto-replenishment (up to 20% off), a Build Your Own Set bundle builder (15-25% tiered discounts), and the tiered Evereden Rewards loyalty program, supplemented by Amazon.com and international Sephora stores across Canada, Malaysia, Singapore, Thailand, Hong Kong, Philippines, Australia, and New Zealand. Sephora US launched online in October 2025 as the brand's first American retail partner, with full in-store rollout planned for February 2026 and selection as one of only two brands in Sephora's Gen Alpha self-care category.

The business model combines subscription recurring revenue and one-time DTC purchases with retail wholesale, targeting a fragmented base of parents of children aged 0-12+ and tween self-care consumers. Reported net revenue exceeded $100M in 2024, the brand ranked third fastest growing at Sephora Canada, and US household spending on kids skincare grew to $2.5B in 2024 (up from $1.8B in 2022), positioning Evereden at scale in a category it helped define. The company has not disclosed institutional funding beyond a reported $32M round led by GSR Ventures in December 2021.

Name

Evereden

Legal name

Evereden

Website

https://ever-eden.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Evereden is a New York-based DTC beauty brand founded in 2018 that develops clean, dermatologist-formulated skincare and haircare products for babies, kids, teens, and expecting mothers, sold through its website, Amazon, and Sephora stores across 11 countries.

Ownership category

akta.pro rank

Product category

Children's and family personal care / clean skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI)

akta.pro secondary industries

Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH), Kids Deodorants & Body Sprays (CRABAJAM), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

Keywords

• Children's skincare
• Baby skincare
• Kids haircare
• Teen acne care
• Pregnancy skincare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Direct-to-Consumer (DTC) E-commerce: Primary revenue channel through ever-eden.com website. Products sold at retail prices with margins preserved. Subscription auto-replenishment model provides recurring revenue with up to 20% discount for subscribers. Bundle discounts (15-25% off) encourage larger transactions.
2. Retail Partnership (Sephora): Entering Sephora US stores as first American retailer partner with 12 SKUs across skincare, haircare, fragrance, and suncare. Selected as one of only two brands in Sephora's Gen Alpha self-care category. Full in-store rollout planned for February 2026 with online availability starting October 2025.
3. Subscription/Auto-Replenishment: Subscribe & Save program offering up to 20% discount on recurring orders. Delivered every 1-4 months with free gifts, samples, and free shipping. Cancel or modify anytime.
4. Amazon Marketplace: Available on Amazon.com for additional DTC revenue stream and reach.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Evereden develops, manufactures, and sells clean, non-toxic skincare, haircare, suncare, and fragrance products formulated by pediatric dermatologists from Stanford and Harvard Medical School for babies (0-2), kids (3+), teens (11+), and expecting/new mothers. The portfolio includes branded product lines, bundles, and sets distributed through the company's DTC website, Sephora retail in the US and internationally, and Amazon.

Product overview

Evereden is a family skincare brand founded in 2018 by pediatric dermatologists from Stanford and Harvard University, offering a comprehensive portfolio of clean, non-toxic skincare and haircare products organized across multiple product lines. The core offering includes the Kids Daily 1-2-3 Routine (face wash, face cream, SPF30), Kids Happy Hair Trio (detangling shampoo, conditioner, spray), and Kids Happy Face Trio for children ages 3+. The Teen collection (ages 11+) features the Clear Skin Trio (balancing cleanser, clarifying toner pads, gel-cream moisturizer), multi-vitamin deodorant, and hair & body fragrance mists. Supporting categories include Baby Face Cream (ages 0-2), Pregnancy/Postpartum care (Golden Belly Serum, Stretch Mark Cream), and Suncare (SPF20-50 mineral sunscreens). The brand operates subscription and bundle-building platforms (Subscribe & Save, Build Your Own Set & Save) and a loyalty rewards program, with retail distribution through Sephora US, Sephora Canada, Amazon, and international markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Daily 1-2-3 Routine Complete three-step daily skincare routine for kids combining a face wash, face cream, and SPF30 sunscreen, formulated for children ages 3+ with the company's standard 2,000+ ingredient ban list.
• Kids Happy Hair Trio Three-piece haircare set for kids ages 3+ containing detangling shampoo, conditioner, and detangling spray, formulated silicone-free and gluten-free.
• Kids Happy Face Trio Three-piece face care set for kids including face wash, face cream, and hydrating face mist, available in Peach and Melon scents.
• Kids Cloud Body Wash Gentle daily body wash for kids, available in Coconut Splash and Juicy Citrus scents and suitable for sensitive skin.
• Kids Berry Smooth 4-in-1 Leave-In Detangling Spray Multi-purpose leave-in conditioning detangling spray for kids' hair providing 4-in-1 benefits in a single product.
• Teen Clear Skin Trio Three-step acne-clearing skincare routine for teens ages 11+ combining a balancing cleanser, clarifying toner pads, and a gel-cream moisturizer.
• Kids & Teen Multi-Vitamin Deodorant Aluminum-free deodorant with vitamin-enriched formula for kids and teens, available in Darling and Ace scents.
• Hair & Body Fragrance Mists Non-toxic, paraben-free, phthalate-free fragrance mists designed for kids and teens ages 6+, available in multiple scents including Main Character, Darling, Supernova, and Vanilla Frosting.
• Kids SPF Suncare Mineral sunscreen collection for kids offering SPF20, SPF30, and SPF50 options in face cream, sunstick, and fluid formats.
• Nourishing Baby Face Cream Ultra-hydrating fragrance-free face moisturizer for babies ages 0-2, formulated for eczema-prone skin with sunflower seed oil, jojoba seed oil, and grapeseed oil.
• Mama Must-Have Duo Pregnancy and postpartum skincare duo combining the Golden Belly Serum and Nourishing Stretch Mark Cream for expecting and new mothers.
• Barbie Kids Happy Face Duo Licensed Barbie collaboration set for kids including a face wash and face cream in Cool Peach scent.
• Steer Clear Balancing Cleanser Gentle balancing facial cleanser formulated for teen skin ages 11+ as the first step of the clearing routine.
• Balance Up Clarifying Toner Pads Clarifying pre-soaked toner pads formulated for teen skin as the second step of the Teen Clear Skin routine.
• Let's Bounce Gel-Cream Moisturizer Lightweight gel-cream facial moisturizer formulated for teen skin as the third step of the Teen Clear Skin routine.

Quantifiable outcome

• 92% of parents felt their baby's skin was softer and smoother after using Nourishing Baby Face Cream
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Sephora UScoreChannel Partner/ Reseller/ Distributor · 2 October 2025Evereden's first American retail partner. Launched with 12 bestsellers across skincare, haircare, fragrance, and suncare at Sephora US. Selected as one of only two brands in Sephora's Gen Alpha self-care category. Online availability started October 14, 2025 with full in-store rollout planned for February 2026.
• Sephora CanadacoreChannel Partner/ Reseller/ DistributorEvereden was the third fastest growing brand in Sephora Canada, demonstrating strong retail performance prior to US expansion.
• Sephora International (Malaysia, Singapore, Thailand, Hong Kong, Philippines, Australia, New Zealand)minorChannel Partner/ Reseller/ DistributorInternational retail presence across multiple Asia-Pacific and Oceania markets through Sephora stores.
• Impact.com (Affiliate Partnership)minorGTM or Marketing PartnerAffiliate partnership platform for referral and partner marketing programs.
• Moms in Medicine (Dermatologist Network)coreStrategic or Co-development PartnerExclusive team of dermatologists from Stanford and Harvard Medical School including Dr. Joyce Teng (Chief Scientific Officer, Head of Pediatric Dermatology at Stanford), Dr. Sarina Elmariah (Harvard), and Dr. Rebecca Hartman (Harvard) who develop and approve all formulations.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Honest Company: Public clean beauty and household products company with a meaningful baby/kids skincare portfolio, including diapers, wipes, bath, and skincare lines. Direct peer in clean-ingredient, age-appropriate family skincare with overlapping premium positioning and retail distribution.
• Pipette: Baby and pregnancy skincare brand backed by Amyris, focused on clean, bioengineered ingredients for sensitive baby skin. Comparable in targeting expectant mothers and babies with dermatologist-friendly positioning.
• Mustela: Established French baby skincare brand with a comprehensive lineup for pregnancy, babies, and children. Direct peer in dermatologist-developed baby/kids skincare with strong retail presence and clinical credibility.
• Babo Botanicals: Clean, plant-based skincare brand with dedicated baby and kids lines sold in specialty and mass channels. Comparable in EWG-verified, sensitive-skin formulations for children.
• Tubby Todd: Premium kids and baby skincare brand offering fragrance-free, sensitive-skin-focused products. Comparable in DTC-first, parent-targeted positioning with growing retail expansion.
• Bubble: Teen-targeted skincare brand with clean, affordable formulations. Comparable as Evereden's teen (11+) line's closest direct competitor in the Gen Z/tween skincare category.

Broad incumbents

• Aveeno Baby: Johnson & Johnson-owned baby skincare line featuring dermatologist-recommended oat-based formulations. Broad incumbent with massive distribution and brand recognition in the baby/kids skincare category.
• Johnson's Baby: Global mass-market baby care brand from Kenvue. Broad incumbent with the largest retail footprint in baby skincare and personal care, representing the legacy competitor Evereden is displacing.
• Cetaphil Baby: Galderma-owned sensitive-skin brand with a dedicated baby line. Broad incumbent with dermatologist endorsement, clinical heritage, and strong pharmacy/drugstore distribution.
• Drunk Elephant: Premium clean skincare brand acquired by Shiseido, focused on biocompatible formulations sold at Sephora. Comparable as a premium, ingredient-led Sephora brand that pioneered the clean-beauty positioning Evereden is extending to children.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/everedenbrand
• Xx.com/everedenbrand
• Facebookfacebook.com/everedenbrand

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Evereden