- After raising capital last month, consumer tech platform Oddity launched its second brand, SpoiledChild, on Wednesday, according to a press release emailed to Retail Dive. The wellness brand unveiled its first hair and skincare 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. As per the announcement, SpoiledChild is packaging its products in reusable dispensers and recyclable capsules.
- In a statement, Oddity co-founder and CEO Oran Holtzman said the brand plans to offer a range of health supplements over the next few months.
In its announcement, Oddity profiled SpoiledChild as a brand trying to avoid the pro-aging or anti-aging rhetoric, instead offering personalized hair and skincare products that help shoppers achieve their individual goals around aging . The company joins other beauty brands like Function of Beauty and Clinique trying to do this supply customized beauty products on a large scale.
“There’s a whole new generation of consumers who are redefining the rules of aging on their own terms,” SpoiledChild co-general manager Suzanne Fitzpatrick said in a statement. “In our study, beauty and wellness consumers of all ages told us that aging is their priority, but they are overwhelmed by the number of legacy products on the market but underwhelmed by their performance.”
The launch of SpoiledChild follows the sister brand’s debut a couple of years ago. curiosity launched Il Makiagea DTC beauty brand with its own foundation matching technology, in 2019, which had a 90% accuracy rate for the service at the time. Il Makiage generated over $260 million in sales last year, which Holtzman attributed in part to its proprietary technology. Now the company wants to do the same with SpoiledChild.
“Spoiled child is our second standalone independent brand and was developed by leveraging the existing strengths of our scalable, rapidly evolving technology platform, including our AI and machine learning capabilities and our purely online approach,” Holtzman said in a statement.
SpoiledChild’s debut comes after parent company Oddity Raised $130 million in funding Last month by Thomas Tull, Franklin Templeton, Fidelity Management & Research Company and First Light Capital Group, among others. The fundraiser estimated the company’s valuation at $1.5 billion, according to a company press release.