Why Evereden is giving equity to teenagers

Why Evereden is giving equity to teenagers

As influencer marketing evolves beyond one-off paid posts, brands are finding new ways to build relationships that last and go deeper than a hashtag-sponsored post. On this week’s episode of the Glossy Beauty Podcast, Pop editor Sara Spruch-Feiner is joined by Kimberly Ho, founder and CEO of Evereden, to discuss why her $100 million Gen Alpha–focused skin-care brand is giving equity — not just transactional deals — to three teenage creators. The initiative, called Generation E, launches in tandem with the brand's nationwide Sephora expansion and reflects Ho’s belief that the next phase of brand-building means inviting the next generation inside the company, not just in front of the camera. Though it is not unheard of for brands to give equity to creators — for example, Alix Earle had equity in Poppi when it sold to Pepsi for nearly $2 billion — Evereden may be the first to give ownership to a 14-, 15- and 17-year-old. The discussion explores why Evereden chose to give these three creators equity, even though, as Ho said, "We can fully afford a broad paid influencer program." Ho also shares how the young girls will be brought inside the brand and how this model reflects what Gen Alpha wants from the brands it chooses to endorse.

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(400)

Is makeup back? Celeb makeup artist Jamie Greenberg unpacks what’s next

Is makeup back? Celeb makeup artist Jamie Greenberg unpacks what’s next

There’s an interesting tension happening in the beauty industry today around makeup. Last year, consumer beauty publications and industry executives heralded 2026 as the year bold, maximalist makeup...

27 Aug 36min

Why Midi Health is expanding into 'hormone-informed skin care' with Chief Medical Officer Dr. Kathleen Jordan, MD

Why Midi Health is expanding into 'hormone-informed skin care' with Chief Medical Officer Dr. Kathleen Jordan, MD

Midi Health is betting on topical skin care and body care as it diversifies its telehealth offerings to capture more women. “Women in midlife go through amazing changes with their hormones, … [and] o...

20 Aug 32min

The ‘ins and outs’ of branded events with Bilal Kaiser

The ‘ins and outs’ of branded events with Bilal Kaiser

Behind every great in-person beauty or wellness event is an invisible team of insiders that has engineered the gathering for maximum impact. Bilal Kaiser, the founder and principal of Agency Guacamo...

13 Aug 31min

How awards show beauty partnerships between artists, brands and celebs come together, with PRTNRS’ Marissa Alfe and Lauren FitzGerald

How awards show beauty partnerships between artists, brands and celebs come together, with PRTNRS’ Marissa Alfe and Lauren FitzGerald

Have you ever wondered how awards show beauty partnerships come together to create big, splashy red carpet moments that seem to reverberate across social media for weeks or months? Award season partn...

6 Aug 36min

How Ulta Beauty is reaching Gen Zalpha teen boys through first men’s masstige fragrance launch

How Ulta Beauty is reaching Gen Zalpha teen boys through first men’s masstige fragrance launch

Teen boys have become an increasingly important consumer demographic over the past few years thanks, primarily, to their insatiable appetite for fragrance. This includes the accumulation of "fragran...

30 Jul 31min

Tower 28 spent $200k on an interactive billboard. Was it worth it?

Tower 28 spent $200k on an interactive billboard. Was it worth it?

As competition in the beauty industry heats up, leaders are looking for new ways to stand out. “I've worked in beauty for 24 years now, and I don't think I've ever seen it more competitive than it i...

23 Jul 26min

Gregg Renfrew is courting Gen Z with Beecee, but do young people care about clean beauty?

Gregg Renfrew is courting Gen Z with Beecee, but do young people care about clean beauty?

The beauty industry disruptor that brought clean beauty into the mainstream is back with a shiny new brand concept. Gregg Renfrew, the entrepreneur behind Beautycounter and Counter, is launching her...

16 Jul 36min

What makes a successful pop-up? (RERUN)

What makes a successful pop-up? (RERUN)

To discuss what makes a successful retail pop-up, Glossy is joined by three powerhouse executives in today’s roundtable episode: Jacquelin Barrett, Patrick Ta Beauty svp of marketing; Matte Projects p...

9 Jul 47min

Populært innen Business og økonomi

stopp-verden
lydartikler-fra-aftenposten
dine-penger-pengeradet
e24-podden
rss-borsmorgen-okonominyhetene
rss-penger-polser-og-politikk
rss-skravla-gar
pengepodden-2
utbytte
rss-pa-konto
livet-pa-veien-med-jan-erik-larssen
rss-orjasater
lederpodden
tid-er-penger-en-podcast-med-peter-warren
finansredaksjonen
stormkast-med-valebrokk-stordalen
liberal-halvtime
pengesnakk
morgenkaffen-med-finansavisen
okonomiamatorene