Everist Surpasses $10M In Sales Amid Scalp Care Boom Leave a comment

While the scalp health trend is hardly news to beauty insiders, consumer adoption remains in the early innings, and Everist is positioning itself to benefit as the category grows.

Already, the 5-year-old eco-conscious haircare brand founded by former L’Oréal and The Body Shop executive Jayme Jenkins and former Revlon Professional and Nude by Nature executive Jessica Stevenson has surpassed $10 million in annual sales and sold more than 1 million units of its $26 shampoo and conditioner concentrates. Everist owes much of its recent success to EverBoost, a $48 scalp serum that has become one of its top sellers since launching last year.

“People still think of us as this little eco waterless brand,” says Stevenson. “We’ve grown up so much, but we’ve been internally focused on our customer and our team.”

Now, looking to shed its reputation as a “little eco waterless brand,” Everist is preparing to roll out a rebrand next year with refreshed packaging and new “Beauty, Undiluted” messaging as it bolsters its treatment and performance credentials and seeks to expand its retail footprint. The co-founders say the rebrand reinforces a shift in how Everist talks about itself.

The brand isn’t abandoning its sustainability values, but it’s leading with performance, scalp hydration, hair health and the results of its concentrated formulas rather than the eco-waterless story that first put it on the map. At Beauty Independent’s BITE show next week, the brand will offer a preview of “Beauty, Undiluted.”

“We’ve flipped the script [to] more performance messaging, why you should care about using a concentrate, why it’s good for scalp hydration, for healthy hair growth,” says Stevenson. “That’s still our values, that’s still who we are, but it’s not how we’ve been speaking to our end customer, and how they’ve come to know us and love us.”

The rebrand builds on a shift toward performance that has been underway for several years. In 2024, Everist told Beauty Independent it was pivoting its messaging away from sustainability and toward performance, a change that coincided with an 858% year-over-year increase in direct-to-consumer sales. Since then, Stevenson says growth has compounded year over year.

EverBoost grew out of requests from customers, particularly gen X women navigating hormonal changes and noticing hair shedding. Everist spent roughly two years perfecting its formula with cosmetic chemist Krupa Koestline, CEO of Capsum KKT, and dermatologist Sandy Skotnicki, running dermatological testing and in vitro studies. 

“People still think of us as this little eco waterless brand. We’ve grown up so much.”

EverBoost’s traction squares with a broader boom in prestige hair treatments. In the United States, prestige haircare sales rose 11% in the first half of 2026, with units up 8%, according to Circana. Treatments were the category’s primary growth driver, led by hair serums, which jumped nearly 60%. Scalp products, masks, oils and leave-in treatments posted healthy gains, too. Scalp care logged its third consecutive year of double-digit growth in 2025.

The scalp care boom is part of the broader skinification of haircare, with consumers applying skincare-like routines and expectations around ingredients, efficacy and targeted treatments to their scalps. Yet, despite the flood of scalp products into the beauty market, consumer adoption remains relatively low, leaving room for further growth. L.E.K. Consulting puts penetration of dedicated scalp products at just 14%.

Treatments can offer attractive economics for haircare brands, commanding higher prices for smaller amounts of product and adding incremental steps to consumers’ routines. EverBoost, for example, is priced at $48 for 2 ounces, compared to $26 for 3.4 ounces of Everist’s shampoo or conditioner concentrates.

Everist is leaning into the skinification trend with what it calls its Healthy Hair System, which features EverBoost as a hero introductory product alongside its shampoo and conditioner concentrates. Its largest creator and influencer campaign to date launches this fall with TikTok Shop affiliates and larger creators via ShopMy. The campaign will frame EverBoost as the last step in a skincare routine, reinforcing Everist’s broader thesis that “scalp is skin.”

Everist established its identity with cream concentrates, but its co-founders say the long-term bet is on the concentrate concept, namely potent, plant-based actives in smaller-than-usual formats that can stretch across categories. Everist extended into body care in its second year with hydrating and exfoliating body washes incorporating the same patent-pending technology as its shampoo and conditioner, followed by a waterless body oil spritz. Hair and scalp, however, are its growth engine, accounting for 70% of the business.

“From a strategy standpoint, hair and scalp is really our focus,” says Stevenson. “We use body as more of basket builders. The lead in terms of acquisition and bringing people into the brand is definitely hair and scalp.”

That focus has changed Everist’s competitive set. The brand was initially benchmarked against other waterless and shampoo bar brands. Today, the co-founders consider prestige haircare brands sold at Sephora and Ulta Beauty Everist’s relevant competitive set. The brand isn’t in those beauty specialty retailers, at least for now. Its retail network includes Amazon, Whole Foods, The Detox Market, Grove Collaborative, Well.ca, Revolve and independent retailers. DTC generates 70% of sales.

Last year, Everist secured an undisclosed round led by Sandbridge Capital after previously raising $2 million. In 2027, expanding its retail footprint will be a priority. The co-founders believe the “Beauty, Undiluted” rebrand, refreshed packaging, greater brand awareness and a growing body of customer data will strengthen its pitch to prospective retail partners.