What Everist does

Everist is a Toronto-based direct-to-consumer beauty brand that develops and sells waterless, concentrated hair and body care products. Founded in 2019 by Jayme Jenkins and Jessica Stevenson, the company replaces traditional water-heavy formulations (typically 70%+ water) with glycerin-based concentrates packaged in 100% recycled or recyclable aluminum tubes. Its core product line centers on Shampoo Concentrate and Deep Conditioning Concentrate ($26 each), the EverBoost Multi-Peptide Scalp Serum ($48), and an expanding body care assortment including Body Wash Concentrate, Body Oil Spritz, and Exfoliating Body Wash. The proprietary HydraSoft™ technology — a patent-pending glycerin humectant system — underpins the brand's hydration claims, supported by a 77% smaller carbon impact and 62% smaller waste impact per third-party Bluebird Climate assessment.

The company operates a DTC-first model through its Shopify storefront (helloeverist.com), offering subscription bundles with up to 20% savings, one-time purchases, and a flagship Healthy Hair System bundle ($94, regularly $132). It supplements DTC with a Pro Partner program for hairstylists and a Retail Partner program for wholesale distribution, shipping to US, Canada, UK, Europe, and Australia. Marketing is heavily reliant on earned media, with executive-level coverage in TIME's Best Inventions (2021), Fast Company, Forbes, Cosmopolitan, ELLE, and Allure, positioning the brand in the clean/sustainable beauty category.

Everist has raised early-stage venture funding from Good & Well, Top Knot Ventures, and Wonderment Ventures (2021), and a growth round led by Sandbridge Capital in February 2025. The team remains small (1-10 employees), and revenue is not publicly disclosed. The brand emphasizes dermatologist-tested, plant-based, vegan, cruelty-free, and color-safe formulations, with fragrance-free variants and TSA-approved travel minis extending the addressable use cases. Customer loyalty is reflected in 10,000+ reviews averaging 4.8 stars and a 30-day satisfaction guarantee.

Name

Everist

Legal name

Everist Inc.

Website

https://helloeverist.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Everist is a Toronto-based DTC beauty brand selling waterless, concentrate hair and body care products—primarily to eco-conscious consumers, hair care users, and frequent travelers—through its e-commerce platform, subscription bundles, and emerging retail and stylist partner programs across North America, Europe, and Australia.

Ownership category

akta.pro rank

Product category

Sustainable Personal Care

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industry

Body Wash, Shower Gel & Bath Gel (CRABAEAB)

Keywords

• Waterless haircare
• Concentrated beauty
• Sustainable personal care
• Clean beauty concentrates
• Eco-friendly hair care

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Everist generates revenue through direct-to-consumer sales of its concentrated hair and body care products via its e-commerce platform. Products are sold as individual items or bundled packages with discounts. The company also offers subscription plans providing up to 20% savings for recurring orders.
2. One-Time Product Purchases: Single product purchases at listed retail prices with free shipping thresholds by region. Individual items range from $10 (travel minis) to $48 (scalp serums).
3. Wholesale/Retail: Everist sells through retail partners, indicated by Pro Partner and Retail Partner programs on their website.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Everist develops and sells waterless, concentrated hair and body care products—including shampoo and conditioner concentrates, multi-peptide scalp serum, body wash and body oil concentrates, and accessories—through its direct-to-consumer e-commerce platform and subscription bundles. The company replaces traditional water-filled bottles (which are typically 70%+ water) with 100ml aluminum tubes delivering 50+ washes, formulated with clean, plant-based ingredients and its proprietary patent-pending HydraSoft™ glycerin humectant technology.

Product overview

Everist is a Canadian sustainable beauty brand offering waterless, concentrated hair and body care products. The product portfolio centers on innovative waterless concentrates that replace traditional water-filled products. Core offerings include: The Shampoo Concentrate and Deep Conditioning Concentrate (available in tube and tin formats), the EverBoost Multi-Peptide Scalp Serum, and body care products including Body Oil Spritz and Body Wash Concentrate. Products utilize proprietary HydraSoft™ Tech (patent-pending) for hydration and feature clean, plant-based ingredients. The brand offers subscription bundles through its 'Build Your Bundle' program, various fragrance-free variants, and sustainable accessories like Quick-Dry Hair Towels and Compostable Konjac Sponges. All products are vegan, cruelty-free, and packaged in 100% recycled/recyclable materials with carbon-neutral shipping. The brand has received recognition including TIME's Best Inventions and multiple beauty awards.

Differentiator

Problem solved

Functional benefit

Products and services

• The Shampoo Concentrate Waterless shampoo concentrate formulated with coconut-derived cleansers, glycerin, aloe vera, rosemary and peppermint oils to cleanse hair without stripping natural oils; provides 50+ washes per 100ml tube.
• The Deep Conditioning Concentrate Waterless deep conditioning concentrate with aloe vera, plant-based oils, and amino acids for intense hydration; doubles as a daily conditioner and hair mask treatment.
• EverBoost™ Multi-Peptide Scalp Serum

Quantifiable outcome

• 77% smaller carbon impact compared to traditional water-filled shampoo in plastic bottles (Bluebird Climate assessment)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ethique: Ethique is a New Zealand-based sustainable beauty brand selling waterless solid bars for hair, body, and skincare. It is the most direct peer to Everist, sharing the waterless concentrate/solid format, sustainability positioning, and DTC-first distribution.
• Briogeo: Briogeo is a clean, performance-focused hair care brand offering shampoos, conditioners, and scalp treatments with plant-based ingredients. It competes head-to-head with Everist in the clean/sustainable haircare category with a similar premium DTC go-to-market.
• Rahua: Rahua is a sustainable hair care brand built around Amazonian plant-based ingredients with salon-grade positioning. It is highly comparable to Everist on clean ingredient sourcing, premium pricing, and stylist/salon channel distribution.
• Prose: Prose is a personalized hair care DTC brand offering custom-formulated shampoo, conditioner, and scalp treatments shipped direct. It overlaps with Everist on subscription-based DTC haircare, though Prose emphasizes personalization rather than waterless concentrates.
• Function of Beauty: Function of Beauty is a personalized haircare and skincare brand selling customizable formulas via DTC subscription. It shares Everist's DTC subscription model, premium positioning, and direct-to-consumer customer acquisition playbook.
• Seed Phytonutrients: Seed Phytonutrients is a clean, plant-based personal care brand with sustainable packaging credentials. Comparable to Everist on clean ingredient positioning and eco-friendly packaging, though Seed focuses on broader body care than hair.
• Drunk Elephant: Drunk Elephant is a clean, biocompatible skincare brand that built a premium DTC-plus-retail presence around ingredient philosophy. Comparable to Everist on clean beauty, premium pricing, and influencer-driven brand-building in the eco-conscious consumer segment.
• Davines: Davines is a B-Corp certified Italian professional hair care brand with strong sustainability positioning and salon distribution. Comparable to Everist on sustainable haircare credentials and stylist channel (Pro Partner analog).

Emerging players

• Plaine Products: Plaine Products offers refillable, non-toxic hair and body care via a subscription DTC model. It overlaps with Everist on eco-friendly refill/sustainability positioning and DTC subscription mechanics, though it pursues aluminum refill bottles rather than waterless concentrates.

Broad incumbents

• L'Occitane en Provence: L'Occitane is a global natural and sustainable beauty group with broad haircare, body care, and skincare portfolios. Comparable as a broad incumbent in sustainable beauty that Everist could partner with for retail distribution or be acquired by.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/everist-inc
• Instagraminstagram.com/helloeverist
• Facebookfacebook.com/helloeverist

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Everist