Quick Facts
- Evereden gave equity stakes to three Gen Alpha creators aged 14, 15, and 17 as part of its Generation E campaign launched February 27
- The beauty brand crossed $100 million in sales in 2024, with Gen Alpha products comprising over 90% of U.S. business
- Gen Alpha is projected to have $5.5 trillion in spending power by 2029, driving 13% more beauty spending in high-income households
Beauty brand Evereden launched its Generation E campaign Thursday, giving equity stakes to three teenage creators: Embreigh Courtlyn (15), Kaili Asa (17), and Madison Rae (14). The move represents what may be among the youngest creators to receive equity in an established beauty brand.
The company crossed $100 million in sales in 2024, with Gen Alpha-focused products comprising more than 90% of its U.S. business. Evereden has raised over $40 million to date and was the third fastest-growing brand at Sephora Canada in 2024.
“We wanted to work deeply with real voices that Gen Alpha already trusts,” said Kimberley Ho, founder and CEO. “Directly inviting three Gen-Alpha creators, who we think are the strongest, most interesting, diverse Gen-Alpha voices into Evereden, and trusting them to help us build what comes next, is our way of giving Gen Alpha and that community a real seat at the table.”
The equity amounts remain undisclosed. The creators also receive payment for content creation, marking an evolution beyond traditional influencer partnerships.
Evereden launched online at Sephora.com in October 2025 and expanded to all 640 Sephora stores nationwide in February 2026. The brand operates in 11 markets globally with more than 40 SKUs.
Gen Alpha drives significant beauty market growth. Mintel projects their spending power will reach $5.5 trillion by 2029. In the United States, households with tweens account for 49% of mass skincare growth.
“Generation Alpha are the fastest growing spender within [the beauty] category — accounting for nearly 40 percent of sales in skin care — and it’s only going to increase,” Ho said.
Evereden launched in 2018 focused on baby products before expanding into kids’ and teens’ skincare. The company involves over 100 kids in each product development and testing process.
Creator Kaili Asa, who has alopecia, said representation drove her partnership decision. “I have an autoimmune disease called alopecia, and as a kid, I never felt represented when it came to skin care and beauty,” she said. “The fact that maybe I could be that for somebody else is really exciting for me.”
Other brands have given creators equity stakes. Nudestix launched celebrity stock option plans in 2022. Alix Earle received Poppi equity before its $2 billion sale to Pepsi in May 2025.
