Oddity releases own brand hair and skin line

Consumer tech platform Oddity has launched its second own brand. SpoiledChild is a wellness brand aimed at matching consumers with ideal hair and skin products based on their unique profile.

The wellness brand uses SpoiledBrain, Oddity’s proprietary machine learning engine, to tailor personal experience for consumers with hair and skin products in a refillable capsule. SpoiledChild features a patented refillable package design and an auto-refill concept that aims to reduce waste. The product's reusable dispensers and recyclable capsules allow consumers to replenish their routine and ensure the formula's efficacy from start to finish.

"SpoiledChild is our second homegrown independent brand and has been developed leveraging the existing strengths of our scalable, rapidly-advancing technology platform, including our AI and machine learning capabilities and our online-only approach,” said Oran Holtzman, co-founder and CEO of Oddity. “We have shown our ability to grow a brand from $0 to over $250 million in online revenues in only three years via proprietary technology with IL MAKIAGE, which has disrupted the beauty category. With SpoiledChild, we are applying our proprietary technology to enter the wellness industry with personalized hair and skin products. In a few months, SpoiledChild plans to introduce supplements as well.”

SpoiledChild's offering is a “disruptive combination of superior products, advanced proprietary technology, and sustainable design.” The brand developed its full line of hair and skin products using a consumer-first product development process to ensure its offering addresses a wide spectrum of consumer goals and concerns.

"There is an entirely new generation of consumers that are redefining the rules of aging on their own terms,” said Suzanne Fitzpatrick, co-GM of SpoiledChild. “We wanted to create wellness products for them - products that break from the standard 'anti-aging' traditions and put the consumer in control of their future. In our research, beauty and wellness consumers of all ages told us that aging was top-of-mind, but that they were overwhelmed by the number of legacy products on the market yet underwhelmed by their performance."