The skincare market has boomed in recent years, but modern options for teens and young people have been slower in emerging.
With a background in marketing for top grocery brands and the co-founder of the popular I Love Pies pie range, Maree Glading (pictured below, inset) has some impressive business experience behind her. But after selling out of that brand in 2019 she was taking some time to consider her next step when another opportunity, addressing that gap in the market, became clear.
Mum to a pre-teen daughter, Glading realised there were few options with natural, gentle ingredients that nurture young skin in a form that social, environment and brand-conscious young people were excited about.
She reached out to some experienced local skincare formulators and created Evre, skincare intended to nourish and address the skin challenges faced by young Kiwis. Giving harsh ingredients favoured by traditional, pimple-focused products a swerve and choosing modern effective, plant and fruit extracts instead was also important.
“First of all, we wanted to create a range which enables good self-care practices which will be embraced from an early age,” explains Glading of her initial intentions. “It was also a must to be a 100% natural and certified palm [oil] free.”
She says she started with a cleanser and a moisturiser, as they are key first steps when you begin with skincare, but the range also includes further face and body products.
“We thought it was important to include a gentle cream cleanser and a hydrating moisturiser which has antibacterial properties. We also believe that skincare should be a fun sensory experience; all our products smell amazing and are made using high-quality bespoke natural ingredients.”
Two face masks meet teens’ and tweens’ desire for a fun product that is ‘shareable’ on social media but also encourages the need for time out and self care, key to Evre’s ethos, says Glading. 2% of all sales are donated to Youthline in New Zealand.
“People are getting into skincare younger and younger and it is important that they have a brand which speaks to them and represents their values and addresses what they care about such as sustainability, diversity and beauty positivity,” says Glading. “ Whilst acne and pimples are a big concern for this age group, and our products do help with these, teen and tween skincare has moved on to be so much more.”
Glading says the response to the range has been amazing and the line has just been stocked in Farmers stores throughout NZ.
“Although our target is teens and tweens, [many people] love the range too because it is such high quality and it is so gentle and balancing,” says the brand founder. “The Watermelon & Rose Face Mist has been a stand-out product, as it is very refreshing and hydrating. Perfect on a hot day or after sports, it is also great to use if you want to set your makeup or want added hydration under your moisturiser. I love it when I am out and about and I run into people and they show me it is in their bag.”