In a year marked by strategic expansion and a sharp eye for digital disruption, Oddity—the parent company behind Il Makiage and SpoiledChild—reported a striking 27% surge in revenue, reaching $647 million in 2024. The fourth quarter alone mirrored this trajectory, adding $124 million to the books, a clear sign that the company’s bet on AI-driven beauty is paying off.
Il Makiage, known for its eerily accurate AI-powered foundation matching, and SpoiledChild, which blends skincare with biotech, both saw significant double-digit growth. The driving force? A relentless push into tech-backed product development and the continued expansion of Oddity Labs, its in-house molecular discovery unit.
But the real intrigue lies ahead. Oddity is preparing to roll out two new brands, each designed to shake up the beauty and wellness space. One aims to carve a niche in medical-grade skin and body treatments via a telehealth platform. As for the fourth brand, details remain a mystery, though insiders suggest it will target an untapped corner of the market.
“2024 was a record-breaking year,” said co-founder and CEO Oran Holtzman. “We beat expectations every quarter, just as we have since our IPO, while making major investments in the future.”
That future, according to Holtzman, hinges on a simple but powerful truth: beauty consumers are shifting online, demanding products that don’t just look good but deliver high-performance results. If Oddity’s track record is anything to go by, it’s more than ready to ride that wave.
