Sephora’s Gen Alpha play just got steeper.

The retailer is inducting Gen Alpha-focused clean beauty brand, Evereden, to its online assortment in the U.S. on Oct. 14, with a nationwide store rollout set to follow in February 2026. This follows the retailer’s buzzy September debut of Sincerely, Yours, a new tween skin care brand cofounded by 15-year-old influencer, Salish Matter, and her father, Jordan Matter.

The expansion isn’t Evereden’s first brush with Sephora. The 2018-founded brand has steadily expanded in recent years to Sephora Canada, Hong Kong, Singapore and other Asian markets, but entering U.S. stores marks a key step toward cofounder and chief executive officer Kimberley Ho’s aim to “build the first true multicategory, self care universe for Gen Alpha,” she said.

Evereden will enter Sephora U.S. with 12 products across skin, hair and fragrance, priced from $22 for a tinted lip oil to $36 for a hybrid mineral facial sunscreen and moisturizer with SPF 20. The brand’s trio of fruity-gourmand hair and body mists, which debuted earlier this year, are each priced at $23.

“What we’re bringing to the Sephora ecosystem is an immersive brand universe that touches all categories that Gen Alpha touches,” said Ho, who initially launched Evereden alongside cofounder Huang Lee as a multigenerational beauty brand, though catering to Gen Alpha became a focus post-pandemic due to demand.

In 2024, Evereden crossed $100 million in net sales, with its Gen Alpha-focused offerings comprising more than 90 percent of its U.S. business. Online sales made via Amazon and the Evereden website account for more than 90 percent of the brand’s total sales, and no one product accounts for more than 20 percent of its business.

In 2024, Evereden was the third fastest-growing brand at Sephora Canada, according to Ho.

“That showed us that we have a strong point of view as a brand. We understand who Gen Alpha is as a consumer in a way that I think some of the newer brands are just trying to figure out now,” said Ho, adding, “with most of our sales being online, there’s so much more room for Evereden to grow.”

Engaging both tweens and their parents is key to Evereden’s aim toward growth.

“Our mostly Millennial parents care about safety, clean ingredients, being EWG-verified and National Eczema Association-certified, but then in stores, we have to storytell to the teen who is looking to buy something that speaks to them and is fun and engaging,” Ho said, adding that online “edutainment” on platforms like TikTok has also been critical in reaching young consumers.

Evereden has plans to enter new categories in 2026, said Ho, adding that it will also continue to build out its fragrance line.

In developing its first three scents this year, the brand tapped a group of 200 teens and tweens to consult on the designs and scents prior to the March launch.

“Within three weeks, our fragrances sold out and now they’re among our bestsellers,”Ho said.

“What’s exciting about Evereden is that each of our categories can be a brand in themselves. We want to be the destination for Gen Alpha, particularly the Gen Alpha shopper going to the Sephora ecosystem.”