Oddity launches personalized skin and hair care brand, SpoiledChild

Diving brief:

  • After raising capital last month, consumer technology platform Oddity launches its second brand, SpoiledChild, on Wednesday, according to a press release emailed to Retail Dive. The wellness brand launched its first hair care and skin care products on its website on Wednesday.
  • The brand uses a proprietary machine learning engine to recommend products or product sequences to each customer based on their needs. SpoiledChild packages its products in reusable dispensers and recyclable capsules, according to the ad.
  • In a statement, Oran Holtzman, co-founder and CEO of Oddity, said the brand plans to release a range of supplements in the coming months.

Overview of the dive:

In its announcement, Oddity introduced SpoiledChild as a brand that seeks to eschew pro-aging or anti-aging rhetoric, but instead offers personalized hair and skin care products that help shoppers achieve their individual health goals. aging. The company joins other beauty brands like Function of Beauty and Clinique that are trying to deliver personalized beauty products at scale.

“There is a whole new generation of consumers who are redefining the rules of aging on their own terms,” Suzanne Fitzpatrick, co-CEO of SpoiledChild, said in a statement. “In our research, beauty and wellness product consumers of all ages told us that aging was a priority, but were overwhelmed by the number of legacy products on the market but were disappointed. by their performance.

The launch of SpoiledChild follows the debut of its sister brand a few years ago. Singularity launched Il Makiagea DTC beauty brand with its own foundation technology, in 2019, boasting a 90% accuracy rate for the service at the time. Last year, Il Makiage surpassed $260 million in revenue, which Holtzman attributed, in part, to its proprietary technology. Now the company wants to do the same with SpoiledChild.

Spoiled child is our second local independent brand and was developed by leveraging the existing strengths of our scalable and rapidly evolving technology platform, including our artificial intelligence and machine learning capabilities and our online-only approach,” Holtzman said in a statement.

SpoiledChild’s debut comes after parent company Oddity raised $130 million in funding last month from Thomas Tull, Franklin Templeton, Fidelity Management & Research Company and First Light Capital Group, among others. The fundraiser put the company’s valuation at $1.5 billion, according to a company press release.

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