# Gen Alpha Skincare Expansions Evereden Expands to Southeast Asia in 2024 to Target Gen Alpha By Grace Mahas | Published 2024-05-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/evereden-1 References: [cosmeticsdesign-asia](https://www.cosmeticsdesign-asia.com/Article/2024/03/11/evereden-expands-in-sea-to-capture-gen-alpha-opportunity) & [ever-eden](https://www.ever-eden.com/collections/all?utm_campaign=Brand_Tier1_Canada_Exact&utm_source=Google&utm_medium=CPC&utm_source=google&utm_medium=google_paid&utm_campaign=&utm_content=156928874847&utm_term=evereden&gadid=673097362774&tw_source=google&tw_adid=673097362774&tw_campaign=20527089980&utm_source=google&utm_medium=google_paid&utm_campaign=&utm_content=156928874847&utm_term=evereden&gadid=673097362774&tw_source=google&tw_adid=673097362774&tw_campaign=20527089980&gad_source=1&gclid=Cj0KCQjw0ruyBhDuARIsANSZ3wqXf_L3uFyi7f8vbR3ccWupnZFcImh7q883peH_mo2YCko5zqs9AtUaAp06EALw_wcB)  [Evereden](https://www.trendhunter.com/trends/generation-e), a mum and baby care brand, is expanding in Southeast Asia in 2024 to capture the [Gen Alpha](https://www.trendhunter.com/trends/evereden-5) 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](https://www.trendhunter.com/trends/sincerely-yours) to connect with this tech-savvy generation. Image Credit: https://www.ever-eden.com/collections/all?utm_campaign=Brand_Tier1_Canada_Exact&utm_source=Google&utm_medium=CPC&utm_source=google&utm_medium=google_paid&utm_campaign=&utm_content=156928874847&utm_term=evereden&gadid=673097362774&tw_source=google&tw_adid=673097362774&tw_campaign=20527089980&utm_sour ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 70% | Activity: 71% | Freshness: 24% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Gen Alpha Skincare Awareness:** A growing awareness among tweens and kids about beauty products is shifting market dynamics. - **E-commerce Surge:** Exponential year-over-year growth in direct-to-consumer sales showcases the rising importance of e-commerce platforms. - **Tech-savvy Marketing:** Leveraging platforms like YouTube to engage a tech-savvy generation reveals new avenues for targeted marketing. ### Sectors Adopting This - **Beauty and Personal Care:** The expansion of skincare and beauty products designed specifically for Gen Alpha indicates significant market opportunities. - **Retail and E-commerce:** The notable rise in online sales, both direct-to-consumer and on platforms like Amazon, highlights a shift in purchasing behavior. - **Digital Marketing:** Utilizing social media and video platforms for brand connection opens up innovative strategies in digital marketing. ## Related on Trend Hunter - [Gen Alpha Skincare Collaborations](https://www.trendhunter.com/trends/evereden-5.md) - [Gen Alpha Bodycare Brands](https://www.trendhunter.com/trends/allkinds.md) - [Teen Equity Initiatives](https://www.trendhunter.com/trends/generation-e.md) - [Problem-Solving Youth Skincare](https://www.trendhunter.com/trends/epic-skincare.md) - [Gen Alpha Skincare Brands](https://www.trendhunter.com/trends/gryt.md) - [Gentle Youth Skincare](https://www.trendhunter.com/trends/gen-alpha-collection.md) - [Targeted Gen Alpha Skincare](https://www.trendhunter.com/trends/hipapa.md) - [Premium Youth Skincare](https://www.trendhunter.com/trends/kinside.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md)