ZitSticka, the newest addition to Heyday's brand portfolio, stakes a significant claim in the fast-growing personal care space.
WHO: ZitSticka was founded by brothers-in-law and human biology enthusiasts Robbie Miller and Daniel Kaplan and launched in February 2019. The evidence-based skincare brand focused squarely on acne treatments that target every unique stage of a zit's life cycle. The debut product, the Kill patch, contains dermatologically backed ingredients, and is layered with self-dissolving microdarts that disrupt the progression of upcoming blemishes. The brand retails at Target (as of February 2022) and Ulta.
WHY: The acquisition will grow Heyday's already large investment in the personal care space and provide a leading position in the high-growth category of acne patches. In the last three years, ZitSticka has grown from a single SKU to a diversified product portfolio of supplements, body washes, and topicals available globally. Recent in-store launches at Target and Ulta have also delivered early proof points of omnichannel success and offer a significant runway for future growth. Heyday's proven ability to get digital brands into retailers and expand its on-shelf presence means ZitSticka is in good hands to support its next phase of growth within retail.
Heyday is a platform for brand building. The company is pioneering a digital-first approach to creating the next-generation consumer products company. They acquire and incubate digitally native brands through innovative partnerships with e-commerce entrepreneurs. Once a part of the Heyday platform, brands tap into technology, data, supply chain, and growth capabilities designed to help them go omnichannel, expand their product offering, and build brand equity. Heyday's digital-first approach to brand building is unlocking the overlooked potential in the $2.7 trillion global marketplace economy. Heyday has raised $800 million from visionary investors like The Raine Group, Premji Invest, General Catalyst, Victory Park Capital, and Khosla Ventures.
IN THEIR OWN WORDS: "We are thrilled to welcome ZitSticka to Heyday's portfolio," said Griffin Gordon, Chief Business Officer of Heyday. "The ZitSticka team has built an incredible business in three short years, and Heyday is the perfect partner to build ZitSticka into a household brand name thanks to our platform capabilities in omnichannel distribution, product innovation, and brand marketing."
"We started ZitSticka with the goal of not only sharing best-in-class acne-fighting products with the world but also to destigmatize acne as a whole, promoting skin positivity wherever we could along the way," said Daniel Kaplan, co-founder of Zitsticka.
"We weren't originally planning to sell the business as we went out to market, but as we got to know members of the Heyday team and clearly understood the capabilities they had, it became clear that Heyday was the best home for ZitSticka," said Robbie Miller, co-founder of ZitSticka. "They have built a top-notch team that we know will successfully support the next phase of growth of the business and continue the brand mission we set out from the start."
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