Yahoo Lifestyle The Buzzy Skincare Brand That's Growing Up With Generation Alpha
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In 2019, more than four years before tween skincare trends and "Sephora kids" became a social media craze, Kimberley Ho was already thinking about safe skincare for children.
"How can we get kids to love their self-care routine? How do we get them jazzed up about doing things that are good for them, like using sunscreen and washing their face before they go to bed?" Ho asked. Her solution was Evereden: a skincare brand for babies and moms with the ethos of providing fun yet science-backed products.
"Before I started Evereden, I worked as an investor at Wall Street, and I invested in a lot of personal care, beauty and skincare companies," said Ho, Evereden's co-founder and CEO. "I saw behind the scenes of many of these big brands...That's when I decided to quit my job in finance to start Evereden with no experience in building a company — I just knew there had to be a better way."
Fast forward to 2025: Evereden is a prominent skincare brand that works with a team of board-certified dermatologists who are parents, too — aka Moms in Medicine. The goal? To formulate eczema treatments for infants, acne-fighting cleansers for teens, stretch mark serums for moms and everything in between.
We asked Ho about what it's like to design skincare for her brand's target demographic (and toughest critic) — Gen Alpha.
Kids Cloud Face Wash
Nourishing Baby Face Cream
Steer Clear Balancing Cleanser
Golden Firming Body Serum
Kids Happy Hair Duo
Healing Eczema Treatment
What are your thoughts on the tween skincare craze?
There are a lot of people out there saying children or tweens don't need skincare...But Gen Alpha needs skincare just like any other generation. They're going through hormonal changes where their skin is delicate and requires specific care that's different from an infant and certainly different from an adult. Finding products that are suited for your stage in life and your specific skin needs is the key.
UV rays don't discriminate between adult skin and children's skin. You have to start using sunscreen from a young age — especially if you're playing sports all day long — but a lot of [other] sunscreen products clog your pores.
What is the process like for formulating children's products versus those marketed towards adults?
That's such an important question, because we're seeing so many kids and tweens use adult skincare made for anti-aging and brightening — skin benefits that are way too sophisticated for what a child or a tween needs.
The way we formulate for children's products is very different, because they don't need such intensive clinical benefits. What they need is gentle, clean ingredients that are designed and tested on kids their age. We make sure to involve kids from the get-go in our product development process, from the formulation to the flavor, the smell — even the packaging design of our products.
Why was it important to work with dermatologist consultants who are parents, too?
As dermatologists, they have the education, the training and the scientific know-how about ingredients — but as mothers, they have that desire to work with us to create something that didn't exist on the market.
For example, Dr. Joyce: her youngest daughter suffers from severe eczema. There were times where she would be awake at midnight, scratching her bloody skin because of how bad it was. Dr. Joyce is the head dermatologist at Stanford Medical School — her life's work is children's eczema — and as a mom, she was just heartbroken that she couldn't help her child. That's what led her to work with Evereden; she really wanted to see if there was a [better] way to treat these skin issues that wouldn't cause damage in the long run.
What kind of challenges did you face while creating a line of skincare for a younger generation?
Gen Alpha is a highly opinionated generation. They've grown up on social media, so they are digitally savvy. They're allergic to advertisements and brand marketing, and they are highly opinionated. If you do not respect this generation — if you don't listen to them and you don't respond quickly to their feedback or comments on social media — that's where you lose their respect.
Is there a particular product that you’re most proud of?
The kids' cloud face wash has a mousse-y, fun texture that's really great for kids who are looking for their first cleanser. It's designed to make kids excited to wash their face and it's ultra gentle.
We're really putting our minds in the shoes of these children. How do we make a fun, intuitive experience for a kid who's just now starting to learn about skincare, the benefits of sunscreen, and how important it is to put this on every day before they go for sports? That's how we think about designing products for this age group: getting them excited to use something that's fun but also safe and made for them.
What are the biggest lessons you’ve learned as a business owner?
Having an obsession for product and innovation truly being at the center of your company’s DNA — I firmly believe that is what has made Evereden the success it is today. Related to this is, as a founder, being able to build a culture with a relentless pursuit of perfection — not perfectionism at all costs, but creating a team and culture where people refuse to accept mediocrity. You have to hire people who care and people who are positive. Building a company is incredibly difficult, so having negative people on your team will just never work.
Lastly, be decent to people and treat people with fairness. This does not mean lowering expectations or saying that mistakes don’t matter. It means creating a culture where people feel safe to make the off mistake — we are all human.
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