The US skincare brand Evereden is launching a new skincare line specifically for children and teenagers at Sephora. The company, made up of a team of paediatric dermatologists and mothers from the elite universities of Stanford and Harvard, develops safe, scientifically based products for Generation Alpha. The range at Sephora initially comprises twelve curated best-selling products from the areas of skin and hair care, sun protection and fragrance, which are tailored to the needs of young skin, the company announced. Sephora is a leading global perfumery and cosmetics chain for innovative brands and is part of the luxury goods group LVMH. The aim of the collaboration is to bring safe products to market and raise awareness of skin health among parents and young people, the company emphasises.

Skin care standard from dermatologists

As a growing premium brand, Evereden says it wants to set a new standard for next-generation personal care. The team relies on clinically tested formulas with highly effective plant-based ingredients that are hypoallergenic and free from potentially harmful substances. The brand has already developed more than 40 products. Following their launch in Sephora's online shop, the products are set to hit US stores nationwide in February. The market launch will be accompanied by educational concepts designed to convey knowledge about skin care in a playful way. Evereden is currently active in eleven markets and is considered one of the fastest-growing brands in its segment.

Focus on tweens and teens

"By promoting healthy habits early on, we empower the next generation to grow up confident in their own skin," says Kimberley Ho, co-founder and CEO of Evereden. "Every product is designed to be safe, fun and confidence-building, so that tweens and teens experience skincare as an empowering ritual." The partnership between Sephora and Evereden exemplifies a growing trend in the international cosmetics market: skincare products for children and teenagers are gaining in importance as safety and sustainability standards rise. With the launch of the Generation Alpha line, Sephora is expanding its range to include a segment for the younger generation.

Source: Evereden