Il Makiage parent Oddity is about to “supercharge hypergrowth”

Il Makiage, a beauty brand that’s inescapable on social media, figured out how to help customers match skin tone online. Now its parent company, Oddity, is acquiring an AI-focused biotech firm to take that mission even further.

If you’re on Instagram or TikTok or Twitter, chances are you’ve encountered Il Makiage, the fast growing DTC beauty brand that cracked the code for online shade-matching. You may also have been blasted with ads for Spoiled Child, another beauty company, which serves up the right masks, serums, moisturizers, and ingestibles for specific skin and hair concerns. The former has become an influencer-driven phenomenon, while the latter has raked in $48 million in gross sales in its first year alone. Now their parent company, Tel Aviv- and New York-based Oddity, is acquiring Boston-based Revela, a year-old artificial-intelligence-powered molecule discovery biotech firm specifically focused on beauty and wellness. The deal cost Oddity $76 million. Revela founder Evan Zhao will assume the role of Chief Science Officer. All signs seem to be pointing to a possible IPO.

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