Evereden, a mum and baby care brand, is expanding in Southeast Asia in 2024 to capture the Gen Alpha market. Evereden is bringing skincare, haircare, colour care, and sun care products to Southeast Asia, available in stores across Singapore, Malaysia, and Thailand through Sephora.
The brand has seen significant growth in its kids category, with a 150% year-over-year increase in direct-to-consumer sales and a 200% rise on Amazon. Mindy Zou, head of omnichannel growth at Evereden, highlighted that Gen Alpha is becoming a crucial customer base, with tweens and kids showing increased awareness and spending on beauty products. Evereden aims to offer high-quality, affordable skincare specifically designed for this demographic, positioning itself uniquely in the market. The brand also focuses on understanding Gen Alpha’s behaviors and preferences, leveraging platforms like YouTube to connect with this tech-savvy generation.