Why a Gen Alpha-focused skin-care brand is giving equity to teen creators

"What we're doing at Evereden is a new creator partnership and brand ambassadorship model that gives Gen Alpha creators real ownership, creative influence and long-term alignment with the brand. We're moving into our next stage of growth with this nationwide Sephora rollout. And for this launch, we did not want distant, traditional celebrity faces representing the brand. What we know about Gen Alpha is that they crave authenticity, and so we wanted real voices Gen Alpha already trusts."

Evereden, a $100 million Gen Alpha-focused skincare brand, is launching Generation E, an initiative granting equity to three teenage creators aged 14, 15, and 17 alongside its nationwide Sephora expansion. Rather than pursuing traditional influencer marketing with one-off paid posts, the brand is inviting young creators inside the company as stakeholders with real ownership and creative influence. This approach reflects Gen Alpha's demand for authenticity and genuine brand alignment. While equity deals with creators exist, Evereden may be the first to offer ownership to teenagers this young. CEO Kimberly Ho emphasizes that despite having resources for broad paid influencer programs, the brand chose this model to build deeper, long-term relationships and demonstrate commitment to the values Gen Alpha seeks in brands.

Read at Digiday