Wrinkles Schminkles acquired by Avenir Collective

Wrinkles Schminkles, the Australian reusable wrinkle-patch brand sold in more than 22 countries, has been acquired by Avenir Collective, the London-headquartered platform formerly known as Olsam.

Avenir Collective positions the brand within the aesthetics-adjacent skincare category, citing its science-backed product proposition and loyal consumer following as key attractions.

Founded in 2014 by Gabrielle Requena, Wrinkles Schminkles pioneered the reusable, 100% medical-grade silicone wrinkle-patch category.

Requena will exit the business, she confirmed in a statement, saying: “Pioneering the reusable, silicone-patch skincare category with the launch of Wrinkles Schminkles in 2014 and scaling the brand from its solid DTC base and social community in the years since, has been an enormous source of pride and sense of achievement for me.

"The brand’s acquisition by Avenir Collective marks an exciting new chapter for Wrinkles Schminkles and I look forward to watching the brand continue to lead the category, evolve and grow under Avenir Collective’s leadership.”

The deal marks Avenir Collective’s first beauty acquisition. It is backed by NorthWall Capital and operates across the UK, Europe, the US and Australia. The group says it is focused on acquiring and scaling businesses where efficacy, science, and consumer trust support long-term value.

The firm is led by CEO Ben Poynter, who brings more than 20 years of experience across consumer, media and property businesses, having started his career in M&A and equity capital markets at Investec.

Poynter framed the Wrinkles Schminkles deal as the first demonstration of the group's approach. "We are building a platform focused on identifying exceptional brands, preserving what makes them distinctive and accelerating their growth," he said.

Lauren Myers, Chief Brand Officer at Avenir Collective, added: "The beauty industry has spent years chasing what’s next. What excites me about Avenir Collective is that we’re building from a different starting point: efficacy.

“Wrinkles Schminkles has earned its position through real science, real results and a deeply engaged consumer community. The strongest brands are built when product performance and consumer connection reinforce one another.”

Deal terms were not disclosed. The group says it is actively seeking further beauty, personal care and lifestyle businesses with strong efficacy credentials and international growth potential.