How Gen Z Founders Are Shaping Culture-Defining Brands from Within

Heritage and decades of experience have long been the measurement of credibility, but Gen Z cofounders Kiersten Barbara and Quinn McCormick are determined to rewrite the rules. At 25, McCormick is one of the youngest Chief Creative Officers in the creative agency space, yet RHEA Creative — the multidisciplinary studio she co-founded with 28-year-old Barbara — has become the quiet force behind some of today’s most culturally resonant brands.

From Los Angeles-based Heaven Mayhem, which saw approximately 250% growth in 2024, to fragrance house ALIA founded by bestselling author Roxie Nafousi, RHEA’s portfolio is not only impressive, but also reads like a map of where consumer culture is heading.

According to the cofounders, the secret sauce isn’t quite a revolutionary business model or proprietary technology. It’s something simpler but harder to replicate: they are the audience they’re building for.

With their clientele now spanning internationally, RHEA helped build bestselling author Roxie Nafousi’s fragrance brand, ALIA

Courtesy of Alia

“We left our in-house roles because we knew we could build something the industry was missing — a creative agency that innately understood the next generation and their consumer behavior because we are them,” they explain. Before launching RHEA, Barbara spent over seven years scaling DTC brands, helping drive revenue from $2 million to over $20 million, while McCormick honed her skills contributing to Aritzia’s US market expansion and working on some of the most high-profile brand moments in the consumer market. Neither had worked at a traditional agency, but that didn’t seem to limit their creative output in any shape or form.

While many might see branding as an exercise purely related to aesthetic or celebrity endorsement, Barbara and McCormick are quick to tell me that it couldn’t be further from the truth — the modern market space is a tough playground to compete in. “With increasingly informed consumers and a constant stream of content, brands need to be more than just thoughtfully designed — great branding is table stakes now,” the duo note. “They need to mean something and stand for something from an emotional lens.”

When asked what sets brands apart, their answer is unequivocal: “A clear, unapologetic point of view and the ability to communicate it with consistency.” And the most common mistake? “Jumping straight into aesthetics before the brand’s core is defined — real impact only happens when identity is built from the inside out.”

RHEA is behind the viral accessories brand Heaven Mayhem’s branding and many successful launches

Courtesy of Heaven Mayhem

RHEA developed a refined identity system rooted in the brand’s ethos

Courtesy of Stalle Studios

Operating from their Manhattan headquarters with a six-person team composed entirely of Gen Z women, the cofounders say a point is now reached where they can prioritize quality over quantity, partnering only with founders they genuinely believe in.

Barbara and McCormick say their discovery process typically begins with what they call “deeply listening and connecting — to the founder, the product, and the cultural moment.” Whether working with big names on a global scale or emerging names, the duo focus on extracting the brand’s story and ethos, then pushing that voice forward in ways that cut through noise and resonate with the intended consumer.

Clients are asked questions that provoke deep dives in what they are intending to build — with no details spared. For example, “What is your customer’s typical day like?” Feedback is expected to include that customer’s favorite hangout spaces, outfit choices, workout habits, and even preferred food and beverages. This granular approach has proven successful with tangible results to show: RHEA closed their first year at approximately half a million dollars in revenue, with projections to double in year two.

Headquartered in New York, RHEA’s six-person team consists of solely Gen Z women

Courtesy of RHEA

But the duo’s ambitions extend beyond just financial milestones. In September, Barbara and McCormick debuted Table Talk: an intimate panel series “exploring the ideas, brands, and tastemakers shaping what’s next at the intersection of creativity, consumer, and capital” — undoubtedly the beginning of their committed journey in elevating talents in the industry.

Their most ambitious venture, however, intends to address a systemic gap. With less than 2% of venture capital currently going to women, the duo are launching RHEA Ventures in 2026 — a female-led brand incubator combining accelerator, investment fund, and creative agency.

As the cofounders put it, “we see a huge opportunity to change who gets funded and how they’re supported.” It’s a natural evolution for two entrepreneurs who’ve always understood that being Gen Z isn’t just about age — it’s about seeing what others miss and building the future while staying authentic on your own terms.