Evereden Gives Gen Alpha Creators Equity With “Generation E” Initiative

Mar 7

Evereden, a Gen Alpha-focused skincare brand, launched Generation E, granting equity to three teenage creators: Madison Rae (14), Embreigh Courtlyn (15), and Kaili Asa (17). These creators gain ownership stakes and will participate in product testing, concept development, limited-edition launches, and community events. They also have their own curated collections of products on the Evereden website.

A 2025 brand survey of over 7,000 Gen Alpha customers and their parents revealed that Gen Alpha sees their brand selection as an extension of self-expression. Co-Founder and CEO Kimberly Ho said granting these creators ownership is a way to give Gen Alpha and their community a real seat at the table.

Why It Matters

Giving creators ownership is not entirely new. Marques Brownlee (MKBHD) joined Ridge in 2024 as an exclusive board member with equity, and Alix Earlye received equity in Poppi, which eventually sold for nearly $2 billion. Evereden stands out because of the young ages of the creators, possibly making this the first instance of such young creators gaining ownership in a company.

For the creators, equity provides long-term financial upside and the ability to have real input into the brand. It also offers hands-on learning opportunities, giving them a chance to understand the business side of the company.

For Evereden, equity partnerships align creator interests with the company’s long-term success. They also enable faster feedback loops from Gen Alpha, as the trio of creators provides input on everything from product development to marketing campaigns and events.

While giving creators equity is gaining attention in the industry, it is complex and nuanced, depending on a brand’s stage of growth. As a result, these partnerships are likely to remain rare and strategic, but more examples will emerge over time.

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