Agenda-setting intelligence, analysis and advice for the global fashion community.

Why a Gen-Z Beauty Brand Is Selling Anti-Aging Products

Skin and hair care line SpoiledChild, which shares a parent company with Il Makiage, has the look of a brand targeting teens but a price point and products that seem intended for an older audience. Is it possible to straddle both worlds?

A guerrilla poster from SpoiledChild — SpoiledChild is a Gen-Z focused beauty and wellness label, which launched earlier this year. It sells skin and hair care products and ingestibles in colourful tubes that look like pills, vials of blood or tiny vibrators. (Courtesy)

Rachel Strugatz

14 December 2022

My interest was piqued when an e-mail with the subject line “The Fastest Growing DTC Brand in History” landed in my inbox a few weeks ago. It was a pitch for Gen-Z-focused beauty and wellness label SpoiledChild, which launched earlier this year and sells skin and hair care products and ingestibles in colourful tubes that look like pills, vials of blood or tiny vibrators.

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Gen-Z Beauty Brands Grow Up

A number of brands targeted at younger consumers — armed with loud, colourful branding and fresh capital — have to think about what comes next.

Il Makiage Owner Launches IPO-Linked Digital Security Token

Dubbed “Oddity Token,” and built on Ethereum blockchain, the digital security will convert to discounted shares in Oddity at the time of an IPO. The token is being offered from Apr. 26 to May 11 and will not be tradeable, so investors will have to hold the token — which is embedded with data and smart contracts — until an IPO.

Il Makiage Owner Valued at $1.5 Billion

The beauty brand’s parent company Oddity announced the closing of a $130 million private round led by tech investor Thomas Tull, investment firm Franklin Templeton, Fidelity’s investment arm and venture capital firm First Light Capital Group.