Following an extraordinary compound annual growth rate of 67.5% over the last two years (FY23A to FY25B), Wrinkles Schminkles has tasked respected global financial advisory Ankura Consulting to seek potential strategic partners to support its ambitious global growth momentum into new geographies and retailers and a robust new product development (NPD) pipeline of patent-technology innovation.
The growth opportunity for beauty pioneer Wrinkles Schminkles has both inspired and challenged its founder and CEO, Gabrielle Requena who has tenaciously bootstrapped the business since its inception. Having established a white space category within the cosmeceutical skincare market in 2014 with a range of reusable, 100% medical-grade silicone patches, the Australian-born brand is now at an inflection point; growth has been amplified by rapid customer adoption, expansion within existing markets—Australia and US—and successful entry into new markets and channels including the UK —and the brand isn’t stopping there.
Wrinkles Schminkle’s products are made-in-the-US, TGA, and FDA-listed, EU- and UK-certified, and, as an affordable at-home skincare treatment, they’re really resonating with today’s global skincare consumer searching for easy-to-use products that simplify regimes and noninvasive skincare to treat unwanted lines and wrinkles—with quick and visible results. Boosted by strong digital marketing and social media strategies, invaluable viral brand moments, and organic industry endorsement, the brand’s clear value proposition, clean and safe ingredient delivery, clinical proof and sustainability codes (including a category-first recycling program with TerraCycle), have helped to grow its global audience at pace.
“We’re in such an exciting period of strong, sustained growth—not just as a brand but as a category leader,” shares Gabrielle. “In the last few years, we’ve really had our foot to the floor turbocharging our direct-to-consumer (DTC) business, our wholesale growth into established retailers like Priceline, Sigma, and Adore Beauty in Australia, and Meijer and Anthropologie in the US, and we’ve had a very promising DTC launch into the UK with retail to launch in early 2025. As a DTC-first brand, our team is made up of the industry’s top leaders and agencies resulting in exceptional metrics that outperform industry benchmarks with high average order values (AOV) and lower customer acquisition costs (CAC) across a high-growth, active customer base resulting in a CAGR for our DTC business of over 109% (FY23A to FY25B).
With an impressive, compounded annual growth rate leading up to June 2025, the business is profitable with double-digit EBITDA margins, reports Ankura Consulting’s Senior Managing Director Preeti Inchody.
“Wrinkles Schminkles is a nimble, well-run business and attractively positioned in the fast-growing cosmeceutical category, she adds. “In beauty, we do not often see this kind of white space, rapid but profitable growth, which is sustained while entering new global markets. While many DTC brands struggle with profitable expansion into retail channels and new regions, Wrinkles Schminkles strategically leverages its unparalleled DTC engine (via customer insights, tactical marketing, and social media strategy) to prime and unlock new markets and channels profitably.” Mirroring injectable industry growth, she adds that the business is well-positioned to leverage skincare trends for wrinkle-free skin, clean beauty, affordable alternatives to expensive professional treatments and injectables, and a more inclusive, judgement-free tone of voice to which the brand remains true with its relatable ‘Aging is Complicated’ campaign.
Wrinkles Schminkles was founded by former management consultant Gabrielle as a solution to a personal problem: unwanted lines and wrinkles on her chest and face caused by natural aging, side-sleeping, and sun damage. She found a reputable and FDA-accredited manufacturer of 100% medical-grade silicone in the US and custom designed prototypes of reusable silicone patches that could be worn on the skin overnight (or for a few hours) to target specific areas of the face and body to visibly smooth, hydrate, and revitalize the skin. The brand has since built out the range to include other innovations including microneedle patches, exfoliating peel pads, sheet masks, and a tight edit of supporting skincare. Award-winning with high 4 and 5 star DTC reviews and recommended by industry experts including dermatologists, doctors, plastic surgeons, beauty media, and social-media influencers, Wrinkles Schminkles is a true cult brand with a focus on ANZ, US, and now the UK market.
“The cost-of-living crisis continues to be a pain point for the consumer, driving the interest in affordable, safe, and noninvasive treatment options that can be used at home, either as an alternative to expensive professional treatments and injectables or to help prolong those results,” explains Gabrielle. “It’s a huge opportunity for us going forward; our clinical proof, affordability, and value proposition are key reasons for us continuing to attract and retain our audience and our market-leading position within the category.”
Gabrielle is confident the business’ stability and revenue momentum is ripe for a strategic partner to help truly maximize the global opportunity for further growth into new and existing markets and to support the brand’s exciting new product development pipeline for 2025 featuring the kind of true patent-technology innovation for which the brand is known and loved.
“When I look back at what we’ve achieved, especially in the last few years, I’m confident that with the right strategic partner on board, we can continue to hold our category-leading position and experience how big this category can truly be as we take our brand into new, untapped regions like Asia, the Middle East, and Europe and keep innovating for our loyal customers. It’s an exciting time for Wrinkles Schminkles, our retail partners, and our dedicated team.”
