Investment banker turned CEO Kimberley Ho on why she created a baby skincare brand
Ho worked with top pediatric dermatologists in Stanford and Harvard in the U.S. who also happen to be mothers.
When it comes to babies and children, we only want the best for them – this includes safe and natural skincare products. Evereden skincare entered Singapore's market last year via Sephora and we did a little digging to find out the brand story behind this children's skincare brand.
Investment banker turned entrepreneur Kimberley Ho was inspired to create Evereden when she noticed skincare brands in the market containing harmful ingredients. "I grew up in Southeast Asia, and I would go home every year to visit my friends and family – not just in Malaysia, but in Hong Kong, and so on. And as I got older, a lot of my friends expanded their families and I started becoming a baby goods smuggler (laughs) but only for like organic products," Ho tells me in a video interview. The smart-thinking entrepreneur then saw an opportunity to bring in some of the innovation that she was investing in, particularly in women's beauty, and extended that to include family.
I think for me, as an eczema sufferer – it was a pain point for me growing up and it continued to be a pain point. As you know, I was in my 20s and I was buying products and just having difficulty even though the label for other brands say, 'clean', 'organic' or 'natural'.Kimberley Ho
Ho worked with top pediatric dermatologists in Stanford and Harvard in the U.S. who also happen to be mothers. She went to the most legitimate person she thought she knew at the time, which was the head of Stanford's paediatric dermatology department, Dr. Joyce Teng: "I sent her an email and I just said, 'Hi, Dr. Joyce, I've heard so much about you.' I flew out to meet her with six pages about everything and persuaded her to join me, and sort of be my co-founder in a way. And she said, 'Yes!' I think the mission aligned with her as she is both a mother and a dermatologist.
While the brand does not specifically market products aimed at men, Ho stresses that the brand is like a 'one-stop-shop for multi-generational skincare.' Ho is still aggressive about expanding Evereden skincare line: "We started first with baby line and the following year pregnancy, postpartum care are some of the bestsellers to come. In our third year, we launched our kids line and our sunscreen eczema line. I think for men's (sic), at some point it will be very interesting as well."
From a media statement, Evereden skincare is said to combine the highest quality of pure, plant-based ingredients to create a range of high-performing, results-driven skincare specially formulated for even the most delicate of skin types. Each Evereden skincare contains meticulously sourced botanical ingredients that are proven to be good for the skin, such as Organic Cold-Pressed Sunflower Seed Oil, Avocado, Coconut and Rosehip oils.
As an eczema sufferer herself, Ho was determined to eliminate as many as 2,000 harmful ingredients from her products. "I think for me, as an eczema sufferer – it was a pain point for me growing up and it continued to be a pain point. As you know, I was in my 20s and I was buying products and just having difficulty even though the labels for other brands say, 'clean', 'organic' or 'natural'. I would still have to look at the ingredients list to check whether the list was safe for me as an eczema sufferer," Ho stressed.
For new mums, Ho recommends the baby face cream to start with. "As a new mum, I think our number one bestseller, has been our baby face cream. It's that one product that I think both mum and baby can share. I use it for myself every day – every morning and every evening. It is rich, beautiful formula, clinically proven to provide 72 hours of hydration," Ho shared.
To try some of Evereden's bestselling products, shop from Sephora Singapore now:
1. Evereden Golden Belly Serum
This targeted body oil treatment is clinically proven to smooth, firm, and visibly brighten skin while reducing the appearance of stretch marks. This quick-absorbing serum-in-oil helps strengthen stressed skin during pregnancy, postpartum, and beyond.
2. Evereden Special Delivery Discovery Skincare Kit Mini
This set of three mini bestsellers builds the perfect routine for mom and baby to treat, hydrate and nourish dry and delicate skin.
3. Evereden Nourishing Baby Face Cream
A rich moisturiser, designed for dry, sensitive facial skin, that is clinically proven to provide 72 hours of continuous hydration while strengthening and soothing skin.
4. Evereden Baby Shampoo And Baby Wash
Formulated with gentle coconut-based cleansing ingredients and glycerin for non-drying, superior cleansing, the silky texture lathers up and rinses easily, leaving skin looking healthy and feeling hydrated.
5. Evereden Nourishing Stretch Mark Cream
A body moisturiser that deeply hydrates dry skin while increasing the feeling of skin elasticity and helping to reduce the appearance of stretch marks.