California – Evenprime is an American brand of skincare imbued with the nostalgic aesthetic of 1990s anime.
Drawing on Asian pop culture, its branding challenges packaging clichés and gender norms in the personal care industry. ‘We didn’t just want to sell soap. We wanted to sell a feeling,’ says co-founder Rickie Ashman. ‘As kids, our interest in fashion and beauty stemmed from playing games like Final Fantasy and watching shows like Sailor Moon. We decided to explore this tension in the hope of bringing people together.’
The unisex range of gentle, dermatologist-approved formulas have also been developed in collaboration with chemists in South Korea. Products feature hero K-beauty ingredients such as galactomyces ferment filtrate, antioxidant-rich botanical extracts derived from Kakadu plum and sea buckthorn, as well as niacinamide and hyaluronic acid. In a similar vein, our K-beauty Lite microtrend explores product launches inspired by K-beauty but made for a Western market.