Sephora is launching yet another tween brand. The brand had a huge win last month introducing the tween skincare brand Sincerely Yours. Now, it’s bringing the existing popular kids’ fragrance, skin, and haircare brand Evereden to U.S. stores, furthering its tween-specific offerings. The brand’s online sales in the U.S. were made up more than 90% by Gen Alpha-focused products in 2024, coming from Amazon and Evereden’s website. But YPulse’s latest Tween: Shopping and Retail report shows these kids still like browsing in-person, and the brightly colored packaging and focus on “clean” ingredients is made to spark their interest. In Canada, Evereden is already available at Sephora, and was their third-fastest growing brand in 2024. (WWD)
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