Key Takeaways:

• Founder Gabrielle Requena has tenaciously bootstrapped Wrinkles Schminkles since its inception and has been looking for a strategic partner since 2024.
• Wrinkles Schminkles joins Avenir Collective as the first beauty acquisition for the platform.
• The acquisition serves as a clear example of the type of business the company intends to acquire and scale.

Avenir Collective (formerly Olsam) makes a strategic pivot into a dedicated beauty and lifestyle brand platform, alongside the acquisition of Wrinkles Schminkles.

WHO: Australian skincare brand Wrinkles Schminkles was founded by Gabrielle Requena in 2014, specializing in reusable silicone patches. Wrinkles Schminkles is distributed through a strong direct-to-consumer business alongside retail partners including Ulta Beauty Marketplace, Priceline, and Amazon.

Founded in 2020 and headquartered in London, with operations across the UK, Europe, the US, and Australia, Avenir Collective is backed by NorthWall Capital and led by a management team with deep expertise across M&A, brand strategy, consumer products, and international growth. Avenir Collective is actively seeking brands built on proven results, repeat purchase behavior, and genuine consumer need, and seeks to accelerate their global growth.

WHY: Olsam raised $165 million in 2021 during the aggregator boom. After market conditions shifted, the company restructured and rebranded as Avenir Collective, positioning itself as a house of brands. The acquisition of Wrinkles Schminkles marks the first beauty brand to join the Avenir Collective portfolio and serves as a clear example of the type of business the company intends to acquire and scale.

IN THEIR OWN WORDS: