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Evelyn Wang
Founder & CEO at Silverist | Entrepreneur | Brand Builder | Finding and Filling White Spaces in Beauty
Evelyn Wang is the Founder and CEO of Silverist, a beauty brand specifically created for gray hair care.1 She has an extensive background in the beauty and consumer goods industry, with over 20 years of experience.4
Career Background
Before founding Silverist, Evelyn held several high-level executive positions in the beauty industry:
- Former Chief Marketing Officer (CMO) at Milani Cosmetics
- Senior Vice President (SVP) at Wet 'n' Wild
- CEO at Papa & Barkley, a cannabis company13
Entrepreneurial Journey
Evelyn's inspiration for Silverist came from her personal experience. In 2015, after 20 years of dyeing her hair, she decided to embrace her natural gray hair. She noticed a significant gap in the market for products specifically designed for gray hair, which led her to create Silverist.1
Silverist Launch
Silverist launched on August 28, 2024, with three initial products priced at $32 each:
- Lustrous Rituals Buildable Tone Shampoo
- Smooth Harmony Shine-Infusing Conditioner
- Holistic Benefits Leave-in Hair Serum1
Expertise and Approach
Evelyn is known for her strategic thinking and ability to turn around and scale brands. Her approach combines intuition and analytics to understand consumer demand across various distribution channels.2
Education and Recognition
While her specific educational background is not mentioned in the provided search results, Evelyn has received notable recognition in the industry:
- Brand Builder of the Year (Mass Brand) by Women's Wear Daily, Beauty Inc. in December 2016
- James E. Burke Uncommon Courage Award from Johnson & Johnson's CEO in June 20082
Current Focus
As of 2024, Evelyn is actively involved in building the Silverist brand and community. She engages with the gray hair community through various social media platforms, including TikTok, where she shares content about gray hair and provides insights into the development of Silverist products.1
Highlights
For a number of years, my aspiration has been to sit in the founder’s seat. Rather than inheriting a brand to understand and grow, I've craved the experience of driving a brand’s architecture from the first brick laid.
I’ve been in incognito mode for the past few years doing just that and today I’m feeling a mix of disbelief and pride to share Silverist with you: www.silverist.com
Silverist is a new haircare brand for people who choose to celebrate their gray and silver hair rather than cover it up. It's born out of my own experience making the decision to embrace my own head of natural grays at an age younger than many would expect, and recognizing a growing community of women making the same choices. Silver hair is more than just a physical trait; it's a distinct emotional mindset. As I’ve connected with incredible women in the silver-haired community, my hope is that Silverist will be a brand that makes them proud.
And now that the launch is out, I know the real work is just beginning. The hardest climb is still to come, and I am both excited and humbled by the ascent that remains ahead.
While the beauty industry often directs its focus towards the ever-coveted 18-34 year old consumer, I believe there is a growing and largely unaddressed market focused on beauty and wellness for consumers with other needs, particularly around gray hair. Those familiar with me have witnessed my personal journey of embracing gray hair, which has been one of the most liberating things I’ve done for myself. We find ourselves on the cusp of a 'silver tsunami,' propelled by evolving demographics, shifting attitudes, and an overdue realization that silver-haired women can be aspirational.
It was an absolute pleasure to discuss this pivotal topic with Emily Burns and read her comprehensive article in WWD's Beauty Inc about how this marketing is heating up. I love being quoted as a 'silver-hair advocate' and plan to update that title to “silver-haired entrepreneur and founder” by 2024.
