What Chris Welch Everra does

Everra is a privately held direct-to-consumer beauty marketplace that aggregates multiple curated brands under a single Shopify storefront at everra.com. Founded in 2018 and headquartered in Sandy, Utah, the company operates with a team of 1-10 and services consumers in the United States, United Kingdom, Canada, Australia, and New Zealand. The catalog spans the company's own label (25+ SKUs across lip, face, eye, lash, and skincare categories) alongside four distributed sub-brands: Voodoo Makeup (clean cosmetics), TREW (French vegan lip care), FILA Beauty (licensed sports-performance skincare), and Dermal Shop (science-backed skincare).

The underlying technology is a standard Shopify e-commerce deployment with no proprietary platform development; the social media handles appear to default to 'shopify' placeholders, and product pages reflect a templated storefront rather than custom infrastructure. The business model is purely transactional DTC unit sales with prices ranging from approximately $7.90 to $59.00 per item, no subscription tiers, and promotional pricing executed on occasion (e.g., 40% Mother's Day discounts on magnetic lash sets). Distribution is exclusively online, with marketing driven by organic social (Instagram, TikTok, Pinterest, X), an email newsletter, and a dedicated influencer recruitment portal (influencer.everra.com).

The company's positioning targets two overlapping segments: beauty influencers and trendsetters (the primary persona) and general beauty enthusiasts seeking affordable luxury. Differentiation rests on brand curation across clean, vegan, cruelty-free, and inclusive-shade categories rather than on proprietary formulations or technology. Notable economic uncertainty exists around ownership and scale: the firmographics list the entity as non-profit, no management team, funding history, or revenue figures are disclosed, and there is no evidence of institutional investment or operating leadership beyond a generic support email contact.

Name

Chris Welch Everra

Legal name

Everra

Website

https://everra.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Everra is a privately held DTC beauty marketplace aggregating five curated brands — including its own label plus Voodoo Makeup, TREW, FILA Beauty, and Dermal Shop — on a Shopify storefront serving consumers across the US, UK, Canada, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Beauty & Cosmetics Online Marketplace

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Live Commerce & Shoppable Creator Campaigns (BPAFAHAL), Makeup Brushes & Brush Sets (CRABAKAA)

Keywords

• Beauty marketplace
• Cosmetics e-commerce
• Skincare products
• Influencer marketing
• Clean beauty

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: Everra generates revenue through direct-to-consumer sales of beauty and wellness products including cosmetics, skincare, lip care, and beauty tools. Products are sold as one-time purchases through the company's e-commerce platform at various price points ranging from approximately $7.90 to $59.00 USD per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Everra is a global direct-to-consumer beauty marketplace that curates and sells cosmetics, skincare, lip care, magnetic lashes, and beauty tools under its own Everra brand and four partner brands (Voodoo Makeup, TREW, FILA Beauty, Dermal Shop) via a Shopify-powered online storefront. The company pairs product sales with an influencer recruitment and promotion program to drive organic distribution to beauty trendsetters and general consumers in the US, UK, Canada, Australia, and New Zealand.

Product overview

Everra is a global beauty marketplace that aggregates multiple brands and product categories into a unified e-commerce platform. The product portfolio consists of the Everra core brand (25+ products) plus four sub-brands: Voodoo Makeup (5 products) for clean, toxin-free cosmetics celebrating New Orleans culture; TREW (4 products) for 100% natural French lip care; FILA Beauty for sports-inspired skincare; and Dermal Shop for science-backed skincare. Everra's products span makeup (lips, face, eyes, brows), skincare (cleansers, moisturizers), tools (brushes, stencils, applicators), and magnetic lash systems. The platform operates on Shopify e-commerce infrastructure and markets directly to consumers and influencers.

Differentiator

Problem solved

Functional benefit

Brands

• Everra: The Global Beauty Marketplace for Influencers & Trendsetters. Everra brings together high-quality beauty and wellness brands from around the world, giving influencers and beauty enthusiasts access to the best in cosmetics, skincare, and wellness.
• Voodoo Makeup
• TREW
• FILA Beauty
• Dermal Shop

Products and services

• Everra Brand Collection Curated own-label cosmetics, lip care, magnetic lashes, skincare, and beauty tools (25+ in-stock products) targeted at beauty enthusiasts and influencers seeking high-performance, accessible luxury beauty.
• Voodoo Makeup Collection Clean, toxin-free, allergen-free cosmetics line celebrating New Orleans culture with inclusive shade ranges, designed for multicultural consumers seeking safe, expressive makeup.
• TREW Lip Care Collection 100% natural, vegan French lip balms, exfoliators, and oils combining nature and innovation for nourishing, plumping, and hydrating lip care.
• FILA Beauty Collection Sports-inspired beauty and skincare line by FILA with cooling, refreshing, and skin-rejuvenating benefits designed for active lifestyles and post-workout recovery.
• Dermal Shop Collection Science-backed skincare products including pore-minimizing masks and AHA formulations targeting specific dermatological concerns for radiant, healthy skin.
• Become An Influencer Program Influencer enrollment and promotion program for social media creators to join the Everra marketplace, source curated global beauty brands, and promote products to their followers.

Quantifiable outcome

• Plumplip lip balm delivers +39% volume increase in 15 minutes
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered major, core and minor.

• TREWmajorChannel Partner/ Reseller/ Distributor · 27 February 2025TREW is a French beauty brand specializing in 100% natural and vegan lip care products. The partnership brings European natural beauty formulations to Everra's marketplace, including overnight repair balms, tinted lip oils, and plumping lip treatments made with natural ingredients.
• ShopifycoreTechnology or IntegrationShopify powers Everra's e-commerce platform, providing the technical infrastructure for the online store including website hosting, shopping cart functionality, payment processing, and order management. The website footer explicitly credits 'Powered by Shopify'.
• FILA BeautymajorChannel Partner/ Reseller/ DistributorFILA Beauty is a licensed brand partnership where FILA's legacy sportswear brand has expanded into beauty and skincare products. Everra distributes FILA Beauty products including cooling face patches designed for active lifestyles. FILA brings sports-inspired innovation to the beauty space.
• Voodoo MakeupmajorChannel Partner/ Reseller/ DistributorVoodoo Makeup is a clean beauty brand celebrating New Orleans culture. Everra distributes Voodoo Makeup products including clean, toxin-free cosmetics with inclusive shade ranges designed for a multicultural world. Products emphasize self-love, affirmations, and accessibility.
• Dermal ShopminorChannel Partner/ Reseller/ DistributorDermal Shop offers science-backed skincare products. Everra distributes Dermal Shop items including pore-minimizing masks and AHA formulations targeting specific skincare concerns.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glossier: Direct-to-consumer beauty brand with a curated portfolio of makeup, skincare, and beauty tools sold via its own e-commerce storefront. Directly comparable to Everra's owned-brand-plus-marketplace DTC model targeting beauty enthusiasts through social media.
• Violet Grey: Online curated beauty marketplace aggregating prestige and indie beauty brands in a single storefront with editorial-driven positioning. Closest comparable to Everra's multi-brand marketplace structure and influencer/curator angle.
• Cult Beauty: UK-headquartered online beauty retailer curating global indie and prestige brands with strong social/influencer-led discovery. Directly comparable marketplace model serving overlapping English-speaking markets.
• Beautylish: Online beauty retailer offering curated selection of makeup, skincare, and beauty tools from global brands with content/editorial emphasis. Closely mirrors Everra's curated multi-brand marketplace approach.

Emerging players

• Birchbox: Discovery-led beauty retailer curating indie and established brands through a content-driven storefront. Comparable to Everra's positioning around influencer-driven discovery and curated brand mix.
• The Ordinary (DECIEM): Science-backed skincare brand sold direct-to-consumer and via multi-brand retailers with clean-beauty credentials. Comparable to Everra's Dermal Shop and Voodoo Makeup positioning around ingredient-forward, accessible pricing.
• Refy Beauty: Influencer-founded DTC beauty brand built around creator-led discovery and curated product drops. Comparable to Everra's positioning around influencer trendsetters as the primary customer-acquisition channel.

Broad incumbents

• Sephora: Dominant global multi-brand beauty retailer carrying many of the same indie and global brands Everra distributes. Comparable as the incumbent that Everra's marketplace model competes against for share of indie beauty discovery.
• Ulta Beauty: Largest US specialty beauty retailer offering broad assortment across prestige, mass, and clean beauty categories. Comparable as the established multi-brand beauty destination that Everra differentiates against via influencer curation.

Regional players

• Allbeauty: UK-based online beauty retailer offering curated global brands at accessible price points. Comparable marketplace model but primarily serves the UK market where Everra also operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ChrisEverra
• Instagraminstagram.com/shopify
• TikToktiktok.com/@shopify
• Pinterestpinterest.com/shopify
• LinkedInlinkedin.com/company/everraofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Chris Welch Everra