When you think of building a global beauty brand, you might not picture someone who started out making pies. But that’s exactly how Maree Glading, founder of evre., began her entrepreneurial journey.
On this episode of Shelf Talks, Maree joined me all the way from New Zealand to share how she went from running a bakery business to creating a clean skincare line designed just for teens and how she scaled it into major U.S. retailers like Sprouts, Kroger, and Nordstrom.
Listen to the full episode on Spotify, Apple or You Tube - link below.
Spotting the Gap in the Market
The idea for evre. was born from Maree’s personal experience as a mom. Her 12-year-old daughter was starting to explore skincare, but Maree noticed something missing there weren’t many clean, safe, and age-appropriate options that teens actually wanted to use.
“I was confused as a parent,” Maree shared. “I wanted her to have a routine that made her feel good, but most of what was out there either wasn’t right for her age or didn’t look appealing. I thought there has to be something better.”
That realization sparked her next venture: a natural skincare line that looked good on a teen’s vanity, felt fun to use, and was backed by safe, clean ingredients.
From Food to Beauty and Building from Scratch
Maree was no stranger to building brands. Before evre., she co-founded a food company that scaled across New Zealand, Australia, and Asia before being sold. But even with her experience, launching in a new category came with challenges.
“I didn’t have a background in skincare manufacturing,” she said. “But I knew how to build a brand and how to find great partners. I worked with expert labs and focused on formulations that were 100% natural and endocrine-disruptor free.”
It took over a year to bring the line to life much of that time spent testing, reformulating, and getting feedback from real teens and parents.
Launching in Lockdown and Going All In
When COVID hit, Maree pivoted her plans and launched evre. online. Within months, her products caught the attention of New Zealand’s largest department store, Farmers.
The secret? Persistence. “I just cold-called them,” Maree laughed. “I emailed and followed up. Eventually, I got in. Within a few months, two of our products were in their top 20 SKUs.”
From there, she knew she was on to something.
Cracking the U.S. Market
While evre. found early traction in New Zealand, Maree always had her eyes on the U.S.
“The U.S. beauty consumer really understands clean products,” she explained. “There’s a strong natural market and retailers who support innovation.”
So she started showing up at trade shows, networking events, and through the support of New Zealand Trade and Enterprise. She describes her retail approach as a domino strategy: once you land one strong retail partner, others start to follow.
Her first U.S. retailer was Grove Collaborative, a highly curated online platform for clean and sustainable brands. That partnership set the tone validating evre. as a brand that met the highest ingredient standards.
From there, doors kept opening: 🛒 Kroger (nationwide seasonal launch) 🌿 Sprouts Farmers Market 💄 Nordstrom online + select stores
Lessons in Retail Growth
Maree’s story is full of practical wisdom for founders aiming to land on shelves.
1. Start where you are, but think globally. She knew New Zealand was a great test market, but from day one, she built with international scalability in mind.
2. Don’t fear the cold pitch. Her first major retail deal started with a simple email. “Just ask,” she said. “The worst they can do is say no and no is just information.”
3. Believe in your packaging. “It’s your billboard,” Maree said. “Even if you don’t have a big marketing budget, your packaging needs to speak for you on the shelf.”
4. Learn to love feedback. “I’ve heard a lot of no’s,” she admitted. “But every no helps you improve. I’d rather get a quick no than wait six months for a maybe.”
The Emotional Side of Skincare
Beyond product performance, evre. is deeply rooted in purpose. During the pandemic, Maree noticed how much teens were struggling with mental health and she wanted evre. to support not just clear skin, but confidence and emotional wellbeing.
“I don’t think a moisturizer can solve mental health,” she said. “But skincare can be a tool a small daily act of self-care that starts bigger conversations.”
From cold-calling retailers to building community and scaling across continents, Maree’s story is a testament to resilience and vision. Her advice for founders?
“You need total tenacity. Don’t give up. Don’t be scared of the no. Keep going.”
If you’re a founder building your brand from the ground up, evre.’s journey is proof that one idea fueled by purpose, persistence, and clarity can take you from your kitchen table to retail store shelves.
🎧 Listen to the full Shelf Talks episode: “🎧 Listen to the full Shelf Talks episode: “How a Mom Turned a Skincare Gap Into a Global Brand: The Story of evre.with Founder Maree Glading" for even more tips and behind-the-scenes gems wherever you stream your podcast including Spotify and Apple Podcasts.
Apple Podcasts: https://podcasts.apple.com/us/podcast/how-a-mom-turned-a-skincare-gap-into-a/id1773675543?i=1000736082316
You Tube: https://youtu.be/pKih6YmFQ8A
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