EveryLife is a diaper company whose politics are the point. Launched in July 2023 by PublicSquare, the conservative online marketplace, EveryLife bills itself as the first and only pro-life diaper brand in the United States, donates diapers to crisis pregnancy centers, and was co-founded by a former Trump White House official.[1][2] Its parent company added Donald Trump Jr. to its board in December 2024.[4] In a further twist, PublicSquare agreed in July 2026 to sell EveryLife as it exits consumer products to focus on financial technology, so the brand is changing hands even as its mission remains its calling card.[5]
- The first and only diaper brand that markets itself as pro-life.
- Donated 392,715 diapers on Capitol Hill, one for each reported Planned Parenthood abortion.
- Co-founded by Mike Pence's former chief of staff, Nick Ayers.
- Its parent company put Donald Trump Jr. on the board in 2024.
- Took its Make More Babies campaign abroad, expanding into South Korea in 2025.
Quick Take
EveryLife is one of the most openly political consumer brands a shopper can buy, by its own design. It was created by PublicSquare (PSQ Holdings, NYSE: PSQH), a marketplace built around the stated values of life, family, and liberty, and it markets premium diapers and wipes explicitly to pro-life and faith focused families.[1][3] The company donates diapers and wipes through a Buy For A Cause program to more than 1,000 pro-life organizations and pregnancy resource centers, and takes its pro-life message into public campaigns and events.[3][7] Its founders are movement figures: co-founder Sarah Gabel Seifert is the architect of a pro-natalist Make More Babies campaign, and co-founder Nick Ayers served as chief of staff to Vice President Mike Pence.[2] In July 2026, PublicSquare agreed to sell EveryLife to FreeHold Brands for 5.5 million dollars as it pivots to a payments business.[5]
A Brand Built on a Cause
EveryLife does not treat its politics as a side note; they are the product's central promise. At launch the company said it was created because its founders were disheartened that others in the diaper industry financially support organizations they see as destroying innocent life, and it positioned itself as an alternative that would, in its own words, only support causes that champion parenthood and protect innocent life.[1] Through a program it calls Buy For A Cause, EveryLife channels purchases into diaper and wipe donations shipped to pregnancy resource centers, churches, and national partners such as City Serve and Convoy of Hope.[3] The company reports donating millions of diapers and wipes this way, and says it now partners with more than 1,000 pregnancy resource centers and pro-life organizations nationwide.[3][7] It has named pro-life advocacy groups, including Live Action and Save the Storks, among the beneficiaries of its giving.[1]
EveryLife has no federal political action committee or lobbying record of its own. Its political character is expressed through this mission and giving, and through the identity of its parent company, rather than through campaign contributions.
The Mission on Display
EveryLife increasingly takes its message into the public square rather than keeping it on the label. The company promoted its presence at the 2025 March for Life in Washington, offering a discount code and recruiting supporters through an ambassador program.[8] In June 2025 it donated 392,715 diapers for a display on Capitol Hill during the Students for Life of America National Celebrate Life Weekend, a number the organizers said represented the abortions Planned Parenthood reported in a year, with President Sarah Gabel Seifert speaking at the event.[9] Its Make More Babies campaign, built around concern over declining birth rates, in June 2025 crossed borders: EveryLife expanded into South Korea, carried the same pro-family, pro-life message abroad on Seoul billboards, described the launch as a cultural mission, and partnered with the world's largest Christian congregation.[10] EveryLife states that everything it does is grounded in, in its words, faith in Christ and the truth of the Gospel, and it calls itself the nation's only faith based, pro-life diaper company.[7]
Ownership and the People Behind It
EveryLife launched as a wholly owned subsidiary of PSQ Holdings, the company behind PublicSquare, which describes itself as a values aligned or patriotic marketplace connecting shoppers with businesses that share conservative and Christian values, and which promotes what its leaders call a cancel proof economy.[1][4] PublicSquare was founded by Michael Seifert, who launched EveryLife and publicly framed the brand as an answer for consumers he said mainstream diaper makers were not speaking to.[1]
The people around EveryLife tie it directly to conservative politics. Co-founder and President Sarah Gabel Seifert, who is married to Michael Seifert, is a prominent pro-life and pro-family voice and the creator of the Make More Babies campaign.[2] Co-founder Nick Ayers served in the Trump administration as Assistant to the President and Chief of Staff to Vice President Mike Pence, and sat on PublicSquare's board.[2] And in December 2024, PublicSquare appointed Donald Trump Jr., an investor in the company since before its public listing, to its board of directors, where its leadership described his focus as building a cancel proof economy.[4][6]
The Products
EveryLife sells premium diapers and wipes directly to consumers, shipping to all 50 states.[3] The brand markets its products as clean and non-toxic, saying they are made without phthalates, parabens, dyes, fragrances, lotions, latex, and other ingredients it describes as potentially harmful to a baby's development.[1] Those are the company's own product claims. EveryLife has positioned itself on quality and price as well as values, calling itself America's fastest growing diaper brand and pitching a premium product at what it says is an accessible price point.[1][3]
What Happens Next
EveryLife's ownership is in transition. On July 28, 2026, PSQ Holdings announced a definitive agreement to sell EveryLife to FreeHold Brands, LLC for 5.5 million dollars in cash, with the deal expected to close by September 30, 2026.[5] PublicSquare had already reported EveryLife as a discontinued operation since the third quarter of 2025, part of a strategic decision to exit direct to consumer commerce and concentrate on payments and financial technology.[5] PublicSquare's chairman and chief executive, Dusty Wunderlich, described EveryLife as a good business with a real mission that belonged with an owner focused on consumer brands.[5] What EveryLife's positioning will look like under FreeHold Brands is not yet established.
Where to Find Them
In the United States, EveryLife sells directly through everylife.com on a one time or subscription basis rather than through traditional retail.[3] Its footprint is no longer only domestic: in June 2025 the company expanded into South Korea, launching through the retailers E-Mart, Shinsegae, and SSG.com and partnering with Yoido Full Gospel Church.[10] The brand was built and run under PublicSquare, headquartered in West Palm Beach, Florida, pending the change of ownership described above.[3][5]
Footnotes
[1] BusinessWire (PSQ Holdings), 'PublicSq. Launches EveryLife, a Wholly-Owned Subsidiary and Pro-Life Baby Brand,' July 13, 2023. https://www.businesswire.com/news/home/20230713144309/en/PublicSq.-Launches-EveryLife-a-Wholly-Owned-Subsidiary-and-Pro-Life-Baby-Brand
[2] EveryLife, 'Founders,' accessed August 18, 2026. https://everylife.com/pages/founders
[3] BusinessWire (PublicSquare), 'EveryLife Donates Over 3 Million Diapers and 2.5 Million Wipes Since Launch in July 2023,' November 18, 2024. https://www.businesswire.com/news/home/20241115113651/en/EveryLife-Donates-Over-3-Million-Diapers-and-2.5-Million-Wipes-Since-Launch-in-July-2023
[4] BusinessWire (PSQ Holdings), 'PublicSquare Announces Donald Trump Jr. and Willie Langston Appointed to Board of Directors,' December 3, 2024. https://www.businesswire.com/news/home/20241203608623/en/PublicSquare-Announces-Donald-Trump-Jr.-and-Willie-Langston-Appointed-to-Board-of-Directors
[5] BusinessWire (PSQ Holdings), 'PSQ Holdings Announces Second Quarter 2026 Financial Results,' July 29, 2026. https://www.businesswire.com/news/home/20260729498641/en/PSQ-Holdings-Announces-Second-Quarter-2026-Financial-Results
[6] CBS News, 'Donald Trump Jr. joins e-commerce company PublicSquare as its shares soar 270%,' December 4, 2024. https://www.cbsnews.com/news/donald-trump-jr-publicsquare-psq-stock-price/
[7] EveryLife, 'Our Mission,' accessed August 18, 2026. https://everylife.com/pages/our-mission
[8] EveryLife, 'March for Life 2025,' accessed August 18, 2026. https://everylife.com/pages/march-for-life-2025
[9] CBN News, 'Pro-Life Groups Honor 390,000+ Babies Lost From Abortion During Nation's Largest Diaper Drive,' June 30, 2025. https://cbn.com/news/us/pro-life-groups-honor-390000-babies-lost-abortion-during-nations-largest-diaper-drive
[10] EveryLife, 'Diaper Company Brings Pro-Family Movement to South Korea Amid Global Fertility Crisis,' June 12, 2025. https://everylife.com/blogs/news/diaper-company-brings-pro-family-movement-to-south-korea-amid-global-fertility-crisis
Comments
(0)No comments yet. Be the first to comment.