In the ever-evolving world of skincare, finding products that are safe, effective, and suitable for the entire family can be a daunting task. Enter Evereden, a family-focused skincare brand that artfully combines pure, plant-based ingredients with scientific innovation. Founded by Malaysian-born investment banker turned entrepreneur Kimberley Ho, Evereden has quickly become a trusted name in skincare, garnering accolades from prestigious platforms like Forbes, Vogue, and The Wall Street Journal.
Since its inception in 2018, Evereden has expanded its offerings from baby and mother care products to a comprehensive range of skincare and haircare solutions for kids and adults. This strategic expansion reflects Kimberley’s commitment to addressing the skincare needs of every family member. With dermatologists from Stanford and Harvard meticulously curating each ingredient, Evereden’s products are not only safe but also high-performing and results-driven. The brand’s dedication to using botanical ingredients like Organic Cold-Pressed Sunflower Seed Oil, Avocado, Coconut, and Rosehip oils ensures that even the most delicate skin types are cared for with the utmost gentleness and efficacy.
As tweens increasingly show interest in skincare, Evereden addresses the unique challenges this demographic faces, such as sensitive skin and the potential harms of using inappropriate products. The brand’s expansion into this area reflects its mission to provide comprehensive skincare solutions for all ages. Kimberley’s passion for creating safe, high-quality products is evident in every aspect of Evereden, making it a trusted choice for families seeking healthier skincare options.
In our conversation with Kimberley where she shared more about Evereden’s evolution, the importance of appropriate skincare for tweens, and how the brand continues to innovate and educate in the crowded skincare market. Read our exclusive interview to find out more.
Interview with Kimberley Ho, Founder of Family Skincare Brand, Evereden
1) Can you share with us about the evolution of Evereden from focusing on baby and mother care to expanding into skincare and haircare for kids and adults? What inspired this expansion?
Kimberley Ho: Our mission is and has always been to be a multi-generational brand that can grow with you and your family through all stages of life. Our expertise lies in creating plant-based, scientifically-proven formulas that are suitable for even those with the most sensitive skin – babies and breast-feeding, pregnant women being our first audiences. However, as we researched other underserved segments that lacked safe, effective offerings, we discovered that kids personal care and targeted solutions like suncare and eczema were overlooked.
Despite children’s unique needs, kids’ skincare and haircare were huge white spaces with limited options for parents to choose from. We found that kids often used adult products that are made for and tested only on mature skin, while the few “kids” products on the market were chalk full of allergens and irritants.
Then, we realized that many targeted skincare solutions on the market, though perhaps effective, are harmful. Topical steroids used to treat eczema have been shown to cause skin thinning and withdrawal. However, clean, steroid-free, eczema products are few and far between, taking the shape of either questionable, desperate home remedies or drugstore formulas that have not been updated for decades. With sunscreen, we observed lack of awareness around mineral vs. chemical, non-nano vs. nano sunscreens despite concerning findings that chemical, nano sunscreens absorb into the bloodstream and potentially disrupt the endocrine system. These underserved categories presented an opportunity for us to disrupt the market by educating consumers and creating superior formulas that are truly safe for all ages, adults, kids, and babies alike.
2) With the increasing trend of tweens showing interest in skincare, what are the challenges and considerations in formulating products that cater to this demographic’s specific needs, especially regarding sensitive skin?
Kimberley Ho: First, children’s interest in skincare is not a bad thing. It’s natural, healthy, and a great opportunity to teach them good hygiene habits that will last a lifetime! When formulating for children and tweens, it’s crucial to consider that their skin is thinner and more sensitive than adults. Kids do need to cleanse, hydrate, and protect their face and body. However, they shouldn’t be exposed to harsh chemicals frequently found in adult skincare – for a good reason too. Using Vitamin C, exfoliating acids, physical scrubs, retinoids, even some essential oils may weaken children’s skin barrier and result in allergic contact dermatitis, or red, scaly, itchy rashes that are prone to infection and spreading. Skin health is then compromised even further due to inability to effectively protect from environmental stressors, like sun and pollution.
While few brands specifically target Gen Alpha, we offer safe, high-quality skincare and haircare solutions made especially for kids that parents can feel good about. Our products were painstakingly developed and tested to ensure that they are suitable for children, whereas many adult brands do not sufficiently test their products on children despite marketing to them. All kids need is a simple 3-step routine – a gentle, hydrating cleanser, moisturizer, and sunscreen to protect from dryness, sun damage, dirt, and daily buildup from increasing sebum production. At a minimum, children should use a sunscreen every day to protect against UVA/UVB rays, even on cloudy and rainy days! Evereden’s Multi-Vitamin Face Cream and Wash as well as Protective Mineral SPF 20 for kids work to strengthen, not harm, their skin barrier.
3) The Guardian recently reported on young children expressing interest in anti-aging skincare products, potentially risking harm to their skin. How does Evereden address this concern while still catering to the evolving demands of the market?
Kimberley Ho: While we support building healthy skincare habits at a young age, we strongly oppose children using anti-aging or any other adult-targeted products. All adult benefits and their corresponding ingredients – such as retinol, hydroquinone, AHAs, and BHAs– are not suitable for kids’ skin, even if formulas are “clean.” Retinol is a potent anti-aging ingredient that even adults require slowly introducing into their routine and is unnecessary for anyone before their twenties, when collagen begins to decrease. In fact, kids using anti-aging products may cause reverse effects – sun exposure is a significant contributor to visible skin aging (wrinkles, brown spots, destruction of elastic fibers) and retinol can cause increased susceptibility to sunburn and damage.
At Evereden, we believe education is key to combating this alarming trend, with social media being the main battleground. Gen Alpha are defined as those born in or after 2010 – the same year the iPad was launched. 66% of 6–11 year olds started using tablets before the age of 5 and over 45% have their own smart phone and social media accounts, despite age restrictions. In fact, we’ve seen a rise of Gen Alpha influencers who’ve gained fame and amassed millions of followers through adult-run accounts. As avid users of YouTube and TikTok in particular, kids are increasingly influenced by videos of older women’s beauty routines, thus fueling their interest in anti-aging products. We encourage parents and their kids on these platforms to purchase products that are appropriate for their young skin. Many kids don’t know why adult skincare products aren’t safe for them, presenting a perfect opportunity for parents to teach them about their skin and skincare needs. Have a conversation with your child about their interest in skincare! Then, work with them to choose an appropriate, simple skincare routine that is developed for and safe for kids.
4) Could you share insights into Evereden’s approach to developing facial cleansers for the most sensitive skin? What sets these products apart in a market flooded with options, and how do you ensure they remain effective yet gentle?
Kimberley Ho: Our approach to product development is extremely user-centric. We’re constantly conducting focus groups, 1:1 interviews, and surveys to speak directly to target consumers – tapping into their world, adopting their mindset, and assessing their pain points. Our research doesn’t end there – during the development process, our formulas undergo rigorous consumer NPS testing where they are tested blind and scored on multiple dimensions. With every round of feedback, we improve our formulas, readying them for another round of testing. By the time a product is finalized and in your hands, it’s been tested by hundreds of people.
We’re set apart by our board of Moms in Medicine, a team of 3 board-certified dermatologists who are also mothers, guiding product development and sourcing gentle, scientifically proven ingredients. Moreover, pure-plant-based ingredients are at the heart of our formulas. We search far and wide for the highest quality botanicals that are both potent and safe. Unlike competitors that use these actives at marketing levels, our botanicals are used at efficacious percentages to provide real benefits. Finally, we hold ourselves to the safest standards in skincare, banning over 2,000 questionable ingredients, and never use parabens, sulfates, phthalates, petroleum, or chemical sunscreens. We seek third-party certifications from well-known organizations – such as the Environmental Working Group (EWG), National Eczema Association, USDA BioPreferred, and Made Safe – to vet our products as safe for you and your family.
In facial cleansers and haircare specifically, look out for sulfates, which are commonly found in shampoos, soaps, cleansers. They are basically cleansers, but they’re known as eye and skin irritants, and can be contaminated with the allergen 1-4 dioxane. Evereden uses clean, gentle cleansing ingredients such as coconut-based surfactants (for example Coco Glucoside) and Glycolipids. Our cleansers are also water-based, not alcohol-based — alcohols are very irritating to young skin. Finally, avoid synthetic fragrances– children love fun scents, but they are often irritating. When product labels include “fragrance” in the ingredients list, consumers should know that there are dozens, maybe even hundreds of ingredients are make up that one fragrance. On the other hand, our Kids Multi-Vitamin Face Wash contains a delicious, peach fragrance that is 100% natural and suitable for sensitive skin.
5) As the founder of Evereden, what values and principles guide your brand’s mission in providing skincare solutions for families? How do you navigate the balance between innovation and maintaining a commitment to safe, natural ingredients in your products?
Kimberley Ho: I moved to the US at 18 to study economics at Stanford, but spent my childhood in Kuala Lumpur, Malaysia growing up in an incredibly family-centric society. Traveling back and forth to Asia over the years, my friends who’d just become new moms would constantly beg me to bring them natural, clean baby products from the US – I’d stuff my suitcases with trusted milk formulas, shampoos, lotions. They just weren’t on the market there. But during this process, I discovered that many US baby products aren’t nearly as safe or effective as they claim to be. We might hear about billion-dollar lawsuits and massive product recalls, but countless safety mishaps and misleading claims are swept under the rug. Trendy ingredients, like kale and spinach, are plastered on bottles, but have no scientific evidence of skin benefits backing them. Botanical ingredients are used at marketing quantities, listed on the product label, but in reality, only .0001% of the formula.
That’s why at Evereden, our mission is to truly offer a better skincare alternative, not by just removing a list of ingredients, but improving sourcing, development, testing. We don’t believe in compromising between innovation and safety– we believe safe products are the bare minimum, and we aspire to go above and beyond for families, pushing the boundaries because we understand that nothing is too safe, exacting, or thoughtful when it comes to you and your family’s health. That’s why we create our proprietary formulas with the obsessiveness of a parent – researching, improving, perfecting until we get it right.
6) Lastly, what would you like to say to our readers who are looking forward to trying out Evereden products and any specific aspects of your products they should pay attention to?
Kimberley Ho: One of my favourite new releases is our Fluid Silk Mineral Sunscreen SPF 50 – it’s truly a must-have for families! Suncare is a huge part of skincare, and this sunscreen is not only non-comedogenic and sensitive skin approved for daily use, but also water-resistant and reef-friendly for sports or outing to Sentosa! We’ve gotten rave reviews on our packaging as well – its adorable, round shape is designed to fit comfortably in your palm and a clip-on ring makes it easy to transport.
Two years in the making, our 100% mineral non-nano sunscreen uses a proprietary approach to provide high SPF 50 protection while leaving minimal white. We chose to create a 100% mineral zinc oxide formula as opposed to using chemical UV filters (like Oxybenzone) for 100% worry-free protection. Mineral sunscreens sit on top of the skin, acting as a physical barrier that reflects UV rays, while chemical sunscreens sink into your skin and absorb UV rays – however, chemical sunscreens contain nano-sized particles (smaller than 100 nanometers) that absorb into your bloodstream. Dr. Sarina Elmariah, one of our Moms in Medicine, personally only uses and recommends 100% mineral, non-nano sunscreens, noting that nano sunscreens accumulate in our thyroid glands and disrupt our hormonal system. Several scientific reviews even found that common chemical sunscreen ingredients may bleach and damage coral reefs. Thus, we only use 100% mineral, non-nano sunscreens in all our suncare products. Our SPF 50 is also enhanced with skincare benefits and formulated with Safflower Oleotech™, a proprietary complex that delivers all-day hydration by continuously infusing skin with vitamin E. This complex is combined with cold-pressed, organic sunflower seed oil and antioxidant-rich shea butter to nourish and strengthen the skin barrier.
Here’s the highlights of some of Evereden’s best-selling products from the respective categories as follows:
Skincare for Mom:
1) Nourishing Stretch Mark Cream: Intensive Moisturizer for Hydration and Stretch Mark Prevention
Nourishing Stretch Mark Cream is an intensive body moisturizer designed to deeply hydrate dry skin while enhancing skin elasticity and reducing the appearance of stretch marks. Formulated with nourishing mango butter, this fragrance-free cream provides deep hydration to sensitive skin. It also features centella asiatica and vitamin A-rich rosehip oil, which work together to prevent and treat stretch marks. Ideal for use during pregnancy, postpartum, and beyond, this cream helps maintain smooth, healthy skin through all stages of life.
2) Golden Belly Serum: Luxurious Body Oil for Stretch Mark Prevention and Treatment
Golden Belly Serum is a premium body oil designed to maintain skin elasticity and prevent stretch marks. Clinically proven to smooth, firm, and visibly brighten skin, this quick-absorbing serum-in-oil effectively strengthens stressed skin during pregnancy, postpartum, and beyond. With a subtle fragrance of Damask rose and sparkling pear, its non-greasy, vegan formula is safe for sensitive skin and suitable for pregnant or breastfeeding women. For best results, apply after Evereden’s Nourishing Stretch Mark Cream as the final step in your body care routine.
Skincare for Kids & Teens:
1) Kids Multi-Vitamin Face Wash: Gentle and Nourishing Cleanser for Delicate Skin
Kids Multi-Vitamin Face Wash is a gentle yet effective cleanser infused with organic coconut water, designed to remove excess oil, dirt, and impurities while supporting the skin’s natural barrier. The MegaVitamin Complex™ formula, rich in amino acids and vitamin Bs, provides a nourishing cleanse for kids’ delicate facial skin, leaving it balanced and revitalized. Suitable for children ages 4 and up, this face wash is also safe for the whole family to use, making it a versatile addition to any skincare routine.
2) Nourishing Baby Face Cream: Rich Moisturizer for Dry, Sensitive Skin
Nourishing Baby Face Cream is a luxurious moisturizer specially formulated for dry, sensitive facial skin. Clinically proven to provide 72 hours of continuous hydration, this rich cream strengthens and soothes the skin, leaving it soft and supple. Infused with superfood oils and skin-soothing extracts, it effectively smoothes dry, delicate skin while replenishing the skin’s barrier and calming areas of sensitivity. Ideal for babies and young children, this nourishing cream ensures happy, healthy skin with every use.
3) Tinted Lip Oil: Nourishing Treatment with a Hint of Color
Tinted Lip Oil by Evereden is a versatile lip treatment that combines nourishment with a hint of color. Infused with Cherry Blossom, this vegan and non-toxic formula provide natural hydration without feeling sticky. The blend of Cherry, Peach, and Cranberry oils restores the lip’s moisture barrier, leaving lips soft, glossy, and healthy. Conveniently designed with a keychain ring for on-the-go application, this lip oil meets stringent non-toxic standards, making it suitable for all ages, including children.
Evereden’s dedication to creating safe, high-quality skincare products for every member of the family has made it a trusted choice for many consumers. By focusing on plant-based, scientifically-proven ingredients and addressing the needs of even the most sensitive skin, Evereden ensures that their products are both effective and gentle. From babies to adults, and now tweens, Kimberley Ho’s vision of a multi-generational brand that caters to all stages of life is evident in their diverse product offerings. Evereden’s thoughtful approach to skincare, guided by prominent dermatologists who are also mothers, sets high standards for safety and efficacy in the market. For families seeking peace of mind and healthier skincare solutions, Evereden offers a comprehensive range of products that embody the brand’s dedication to excellence and care. To discover more about Evereden and purchase their products, please visit www.ever-eden.com.
All images credit to Kimberley Ho and Evereden.
