Australian cosmeceutical skincare brand Wrinkles Schminkles has engaged Ankura Consulting to find a strategic partner to support its global growth. After a decade of private ownership, the brand is preparing for its next phase of expansion, following successful launches in the UK and US retail markets.
Founded in 2014, Wrinkles Schminkles introduced 100% Medical-Grade Silicone Patches, creating a new category in cosmeceutical skincare. The reusable patches target wrinkles caused by ageing, sun damage, and sleep habits. The range has since grown to include microneedle patches, exfoliating peel pads, and complementary skincare products, now sold in 22 countries.
The brand has gained traction as consumers seek affordable, at-home alternatives to professional treatments. Its focus on clinically proven results, sustainability initiatives like a recycling program with Terracycle, and clean formulations have helped it stand out in the market.
“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,” said founder and CEO Gabrielle Requena.
“We’re in such an exciting period of strong, sustained growth—not just as a brand but as a category leader. In the last few years, we’ve really had our foot to the floor turbo-charging our 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.”
With an impressive compounded annual growth rate of 67.5% over the last two years (FY23A to FY25B), 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.
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