Gen Alpha-focused Evereden, whose 2018 founding preludes the "Sephora kids" phenomenon, is launching its hair, skin and fragrance products online at Sephora U.S., entering stores in 2026.

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.