Natural baby care boom? US brand Evereden eyes untapped potential in APAC among millennial parents
Evereden was founded in 2019 by Kimberley Ho, a former investment banker turned entrepreneur who saw a gap in the market for natural and effective baby personal care products.
It consists of a range of mother and baby personal care products from shampoo and massage oil that contain natural ingredients like sunflower seed oil, Kakadu plum and green tea,
The brand works closely with a group of dermatologists to develop its products, including Dr Joyce Teng, the brand’s Chief Scientific Officer and the head of paediatric dermatology at Stanford Medical School.
“At the crux of our formulas are our doctors, both general dermatologists and paediatric dermatologists who are also mothers, they truly understand our customer’s needs,” said Ho.
Evereden products were designed to help parents main the health of their baby’s skin with simple principles such as regular moisturisation.
According to Teng, early moisturisation is crucial to keep baby’s skin healthy.
“If we pay attention to skin barrier protection in infants — as early as two to three weeks of age — it can help to prevent eczema and other allergy symptoms by as much as 50%, even in high-risk families.”
Potential in Asia Pacific
The brand is based in the US and is currently available in seven other countries through its e-commerce website, including Australia, Japan and Singapore.
Ho, who is Malaysian, told CosmeticsDesign-Asia that she “immediately” saw potential for the brand in the Asia Pacific region.
“We are filling a gap, where for the longest time, a science-backed family skin care brand just did not exist in the APAC region, yet other markets had already moved in that direction.”
She elaborated that the APAC market lacked baby care brands that resonated with younger demographic.
“For the last few decades, the same players have remained in the industry, and there haven’t been many strides by way of new formulas with plant-based ingredients… Now with the younger millennial and Generation Z populations beginning to start families of their own, they are demanding a change in the status quo.”
Ho believes the demand for baby care brands like Evereden is an evolution of the natural and organic trend in personal care.
“This demand is being driven by those who have seen natural and organic storm into other aspects of their lives, such as food and women’s beauty, and who are now demanding it for their families as a whole,” said Ho.
Furthermore, the company believes it can tap into the need for safety that has emerged from the novel coronavirus (COVID-19) pandemic.
“Given COVID-19, many families have become even more diligent about the products that they allow into their household to use on their families’ skin. Continuing to share our messaging on safety and expertise have proved very well-received with our audience,” said Ho.
She added: “It’s the combination of both our rigorous standards and our team of doctors that allow us to position ourselves as a brand that consumers can trust and grow with, during this time of consumers’ propensity to learn and dig deeper into the know-how across all markets.”
Moving forward, the company is looking to expand its reach into the untapped markets in APAC.
“We are looking to survey APAC countries that we are not yet in to see where there is demand for clean family skincare,” said Ho.
Furthermore, she revealed that the company will also be introducing new product categories in the next year.