‘Tweens are taking over’: Evereden expands in SEA to capture Gen Alpha opportunity

If you search the #SephoraKids tag on social media, you will find the grievances of many beauty shoppers, mostly criticising the presence of young children at beauty retailers like Sephora.

Whatever the opinion, one thing is for certain – the new generation of beauty shoppers has arrived.

“We’re seeing that Gen Alpha is becoming more and more of an important customer base,”​ said Mindy Zou, head of omnichannel growth, Evereden.

"The kids category has been a significant driver of growth for Evereden, experiencing around 150% year-over-year increase in DTC and around 200% increase on Amazon. Our recent launch of kids at Sephora Canada online quickly became a bestseller, ranking in the top three and outperforming even in-store SKUs. Seeing this momentum, Sephora launched our kids line in stores as soon as possible in January 2024. Sephora has also committed to launching our kids haircare line in April 2024."​

This savvy generation is learning about skin care from social media as well as from their millennial parents.

They are so well-informed that they are even aware of non-invasive cosmetic procedures like Botox and fillers, said Zou.

She told us that the company was seeking to be one of the first to capture the Gen Alpha demographic in the APAC region.

“Tweens and kids are taking over Sephora. They know brands like Drunk Elephant and can spend $70 on hair masks. But these products they are buying are not necessarily good for their skin. They are not supposed to be using things like acids when they barely have pores,” ​said Zou.

"Evereden has been resonating strongly with Gen Alpha consumers who are becoming a major player in the beauty industry and increasingly influencing purchasing decisions. This demographic represents a significant market opportunity, and Evereden's products are uniquely positioned to meet their needs. While few brands speak specifically to Gen Alpha, we offer high-quality, affordable skin care solutions made especially for kids."​

Evereden's skin care, hair care, and colour care products are not only suitable for kids but are also priced competitively. For example, its Baby Face Cream is nearly 70% cheaper than comparable luxury brands, making quality skin care accessible to a broader audience, said Zhou.

“There are not many brands out there catering properly to this demographic, so this is the space we want to play in.”​

A new space to capture​

The US-based brand is a mum and baby care brand available in multiple markets, including Singapore, Hong Kong, and Australia.

For 2024, the brand will focus on a major expansion with its long-time retail partner, Sephora. The brand will be available in-store for the first time across Singapore, Malaysia, and Thailand.

The brand launched in Hong Kong and Singapore in 2022. According to Zou, the brand has grown by almost 250% in 2023.

“We will be featured on Sephora’s Next Big Thing wall. It is so nice that we have gotten this opportunity to expand into stores. Next, we hope to have a more permanent space in the region.” ​

The company is set to expand its range of available products in this region which would include its skin care, hair care and colour care products.​ It also sees a lot of opportunity for sun care products.

A new generation to understand

To reach the growing Gen Alpha consumer base, the company is observing their behaviours and habits closely.

Zou explained that the company scrutinises reviews, while also conducting email surveys and focus groups to glean as much information as possible.

“We learnt that YouTube is the most important social channel for this demographic. There are shows and series exclusively for YouTube. Basically, YouTube is their TV. Developing a stronger presence on YouTube is one of our goals this year, as is familiarising ourselves with Gen Alpha influencers.”​