Ever, the Stella & Dot-owned direct-sell skin-care business, is becoming a full-fledged beauty brand.
The California-based company on Saturday announced to thousands of its specialists — Ever refers to them as “independent business owners, or “IBOs” — that it is expanding into color cosmetics, after almost three years of selling only skin care.
To celebrate the launch — the company has been hyping it up to its specialists on social media for weeks using the tag line “Something big is coming” — Ever held five simultaneous “mega events” called Ever Love on Saturday morning in cities across the country, including San Francisco, Houston, St. Louis, Nashville and Miami. At 11:30 a.m. PST, Ever’s general manager Ani Hadjinian appeared on a live-stream to announce the addition of color cosmetics to the Ever brand.
Ever’s makeup was formulated with the same ethos as its skin care, said Hadjinian. “It’s a holistic approach to beauty,” she said, ticking off the five pillars the brand adheres to when it formulates product. “Clean beauty and mind, transparency with what’s actually in our ingredients, high performance that translates to real results, being supersimple to use and luxury — particularly in the world of direct-sell, it’s taking those elements of what it truly means to be prestige and luxury and bringing it to the quality of packaging and formulations.”
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The brand is launching with a tight product edit meant to “get women out the door quickly,” including the Whiplash Speed Volumizing Mascara, Out the Door Cheek and Eye Palette in two shades, Flash Power Plumping Lip Gloss, Frame Precision Brow Pencil and three makeup brushes. Prices range from $24 for a brow pencil to $68 for an eye palette.
“Our internal compass was focused on our IBOs and us, the leaders of Ever. For us, it was ‘what’s that thing we all wanted?’ All roads lead to the fact that every busy woman appreciates the value of simplicity and being out the door in minutes looking fab,” said Hadjinian. Ever’s leadership certainly isn’t lacking in beauty expertise — former BareMinerals creator and chief executive officer Leslie Blodgett sits on the Stella & Dot board. Blodgett was of particular help when it came to product names, said Hadjinian.
The products are formulated with magnolia oil, said to contain antioxidants to help fight signs of aging. The “good for you” ingredient story is similar to that of Ever’s natural approach. The skin-care brand is formulated with LSR10, a proprietary active botanical ingredient.
And to enhance ease of use, Ever created “The Order of Beauty,” a paint-by-number style tutorial to show customers — and specialists — the order in which they should use the products.
Keeping a tight sku lineup is important to Ever, said Hadjinian, as it can be confusing for specialists to sell if the assortment is too cluttered. “You have to keep things simple — you’re not having a makeup artist sell the products, so these products almost have to sell themselves.”
When Stella & Dot founder Jessica Herrin introduced Ever in 2015, she made it known that she saw the beauty brand as a “billion-dollar opportunity.”
Hadjinian declined to talk sales figures, and industry sources surveyed were also unclear on what Ever’s annual sales look like. In October 2016, WWD reported that Ever had sold 170,000 units since launch. “That vision is in the next [few] years,” said Hadjinian of Herrin’s initial projection.
For now, Ever is laser-focused on its color cosmetics launch. The brand teamed with Fohr Card to identify 50 beauty and lifestyle influencers to promote the line. From March 12 to 30, the influencers will create Instagram stories highlighting how they create their “color quickies” using Ever makeup.