Gil Efrati has been appointed as the new Chief Executive Officer of SpoiledChild, a wellness brand owned by Oddity. The announcement was made on August 24th, 2023, marking a significant milestone in the company’s leadership.
Oddity, a consumer technology platform, is known for its disruptive approach to the beauty market. Launched in 2018 by Holtzman and his sister Shiran Holtzman-Erel, Oddity uses data and artificial intelligence to develop brands and make tailored product recommendations. It owns the makeup brand Il Makiage and launched SpoiledChild, a Gen-Z-centric, ageing-focused skin and hair care line, in 2022.
SpoiledChild is an online-only brand that prides itself on its focus on technology, science-backed products, and sustainable design. The brand uses a proprietary machine-learning engine to recommend products or sequences of products for every customer based on their needs. It packages its products in reusable dispensers and recyclable capsules, demonstrating its commitment to sustainability.
As the newly appointed CEO, Gil Efrati will be tasked with building upon the brand’s multi-category growth and delivering against the objective of becoming the world’s largest wellness brand. With his leadership, the brand aims to further disrupt the legacy beauty market and establish itself as a leader in the wellness industry.
