How Maree Glading Built evre.: Retail Lessons from a Teen Skincare Brand

Teen skincare has become one of the fastest-growing categories in beauty. As younger consumers become more interested in skincare and self-care, parents are searching for products that are safe, age-appropriate, and made with clean ingredients.

That's exactly the opportunity Maree Glading saw when her own daughter began exploring skincare.

On this episode of Shelf Talks, I sat down with Maree, founder of evre., to discuss how she transformed that insight into a clean teen skincare brand now carried by retailers including Sprouts Farmers Market, Kroger, and Nordstrom. Her journey is filled with valuable lessons for founders looking to identify a market gap, build a trusted brand, and successfully expand into retail.

Listen to the full episode on Spotify, Apple Podcasts, or YouTube using the links at the end of this article.

Why Teen Skincare Is One of Beauty's Fastest-Growing Categories

Teen skincare has become one of the fastest-growing segments in the beauty industry. Younger consumers are beginning skincare routines earlier than ever, while parents are looking for products specifically formulated for teenage skin instead of products designed for adults.

This growing demand has created opportunities for brands that combine clean ingredients, thoughtful formulations, and educational content with products that teens genuinely enjoy using.

Retailers have responded by expanding their beauty assortments to include brands that meet these evolving consumer needs.

evre. entered the category with a clear mission: create skincare products that teens love and parents trust.

A Mother's Observation Became a Business Opportunity

The inspiration for evre. came from a simple observation.

When Maree's 12-year-old daughter became interested in skincare, she struggled to find products that were clean, age-appropriate, and appealing to young consumers.

Many products were either designed for adults or lacked the ingredients and branding parents wanted.

Rather than accepting the gap, Maree decided to solve it.

Lesson 1: Great Brands Solve Real Problems

The strongest retail brands begin by addressing an unmet consumer need.

Instead of asking what product she wanted to create, Maree focused on what parents and teens actually needed.

That customer-first mindset became the foundation of evre.

Building a Beauty Brand from Scratch

Although skincare was a new industry for Maree, entrepreneurship wasn't.

Before founding evre., she had already built and successfully exited a food company that expanded across New Zealand, Australia, and Asia.

She understood how to build businesses, even if she wasn't a skincare chemist.

To bring her vision to life, Maree partnered with experienced laboratories and skincare experts while remaining committed to developing formulations that were 100% natural and free from endocrine-disrupting ingredients.

More than a year was spent testing products, gathering feedback, and refining formulations before launching.

Lesson 2: You Don't Have to Be the Technical Expert

Founders don't need to know everything.

They need to know how to build the right team.

Great partners can help transform a strong idea into an exceptional product.

Launching During a Global Pandemic

Like many businesses, evre. launched during COVID-19.

Instead of waiting for the perfect moment, Maree adapted her strategy and focused on online sales.

Soon after launch, she reached out directly to Farmers, New Zealand's largest department store.

The opportunity didn't come through an introduction or an investor.

It started with a cold email.

After consistent follow-up, Farmers agreed to carry the brand.

Within just a few months, two evre. products became top-performing SKUs in their category.

Lesson 3: Opportunities Often Begin with One Conversation

Many founders hesitate to contact retailers because they fear hearing "no."

Maree reminds us that asking is often the first step toward growth.

Preparing for the U.S. Retail Market

Although evre. gained momentum in New Zealand, Maree always envisioned building an international brand.

The United States represented an ideal opportunity because consumers already valued clean beauty and retailers actively supported innovative skincare brands.

She invested time attending trade shows, networking with buyers, and working alongside New Zealand Trade and Enterprise to better understand the U.S. retail landscape.

Rather than trying to secure every retailer at once, Maree focused on building momentum one partnership at a time.

Why Retail Buyers Love Category-Creating Brands

Retail buyers are constantly looking for products that solve emerging consumer needs.

Rather than competing directly against every skincare company on the shelf, evre. established itself as a brand specifically designed for teens.

That clear positioning helped buyers immediately understand who the products were for and why they deserved shelf space.

When founders clearly define their customer and demonstrate growing demand, they become much more attractive retail partners.

Building Retail Momentum

evre.'s first major U.S. retail partnership came through Grove Collaborative, whose focus on clean and sustainable products aligned perfectly with the brand's mission.

That partnership helped validate the business before additional opportunities followed.

Soon, evre. expanded into:

• Sprouts Farmers Market

• Kroger

• Nordstrom

Each new retailer strengthened the brand's credibility while opening additional growth opportunities.

Lesson 4: Build Momentum One Retailer at a Time

Landing one respected retailer often creates confidence with the next.

Strong execution leads to stronger retail opportunities.

Packaging Is Your Silent Salesperson

One of Maree's strongest beliefs is that packaging acts as your billboard.

She's absolutely right.

In retail, packaging often has only a few seconds to capture a shopper's attention.

Successful packaging should:

• Stand out on crowded shelves.

• Clearly communicate who the product is for.

• Explain the product's benefits.

• Reflect your brand personality.

• Encourage first-time purchases.

For founders without large marketing budgets, packaging becomes one of the most powerful sales tools available.

Lesson 5: Invest in Packaging Early

Your packaging continues selling your product long after you've left the buyer meeting.

Learn from Every "No"

Like every founder, Maree has heard plenty of rejection.

Instead of viewing "no" as failure, she treats it as feedback.

Every buyer conversation, retailer meeting, and product review provides information that helps strengthen the business.

The brands that continue improving are often the ones that ultimately succeed.

Building Confidence Through Skincare

For Maree, evre. has always been about more than skincare.

During the pandemic, she saw firsthand how many teenagers struggled with confidence, stress, and mental health.

While skincare can't solve those challenges, it can become part of a healthy self-care routine that encourages confidence and positive daily habits.

That deeper purpose continues guiding the brand today.

Key Takeaways for Product-Based Founders

Maree Glading's journey demonstrates that successful retail brands begin by solving meaningful problems.

Her story reminds founders to:

• Start with a genuine consumer need.

• Validate products before scaling.

• Build the right team.

• Don't be afraid of cold outreach.

• Think globally from the beginning.

• Create packaging that sells.

• Learn from every rejection.

• Build a brand with purpose.

Retail success isn't built on one great meeting.

It's built through consistent execution, customer understanding, and the willingness to keep moving forward.

Want the Full Conversation?

Maree Glading shares even more insights on building evre., launching a clean teen skincare brand, expanding into national retailers, and creating a business rooted in purpose.

Listen to the full Shelf Talks episode:

Spotify: Listen Here

Apple Podcasts: Listen Here

YouTube: Watch Here

For more retail strategies and practical advice for product-based founders, explore more episodes of Shelf Talks and discover proven insights from founders who have successfully built brands on retail shelves.