Il Makiage owner breaks into AI skin care with new brand Spoiled Child

Published: 3-Feb-2022

Oddity has branched into hair, wellness and skin care for its 'age-control' line

Oddity, the maker of Il Makiage, has expanded its AI technology outside of make-up with new brand Spoiled Child.

The unicorn beauty company, which focuses on tech-driven personalisation, is attempting to put its mark on the 'anti-ageing' category with what it is calling 'age-control' by offering consumers targeted products.

Available from, and priced between US$45-95, Spoiled Child offers consumers 17-skus across skin care and hair care, and will expand into supplements.

The packaging is refillable and uses recyclable capsules for the dispensers.

Current products include hair and scalp serums, hair masks, anti-ageing serums, moisturisers and lip treatments, as well as a range of silk accessories.

"Spoiled Child 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 $250m in online revenues in only three years via proprietary technology with Il Makiage, which has disrupted the beauty category."

Similar to its sister brand Il Makiage, consumers interested in the Gen Z-targeted Spoiled Child fill out a short survey to determine which products are best suited to their needs.

Suzanne Fitzpatrick, co-General Manager of Spoiled Child, said: "There is an entirely new generation of consumers that are redefining the rules of ageing on their own terms.

"We wanted to create wellness products for them - products that break from the standard ‘anti-ageing’ traditions and put the consumer in control of their future."

You may also like