Editors' Top Reads: News from Skin Rocks, Wrinkles Schminkles and more...

Here are some of this week’s news and features highlights handpicked by TheIndustry.beauty team.

The Interview: KILLABRUSH co-founder Matt Lumb on tackling one of beauty's most overlooked hygiene problems

Haircare has evolved significantly in recent years, yet one everyday essential has remained largely unchanged: the humble hairbrush.

That was the opportunity spotted by the founders of KILLABRUSH. Their starting point was a simple but unsettling question: just how clean is your hairbrush? At a recent launch event, the topic left a room full of beauty editors, journalists and industry experts visibly cringing. The reason is clear: traditional hairbrushes can accumulate oil, product build-up, dead skin cells and bacteria, which may then be redistributed through the hair and scalp with each use. Over time, this can affect scalp freshness, disrupt its natural balance, and potentially impact the long-term health and appearance of both hair and scalp. Gross, I know!

Developed to tackle this often-overlooked issue, KILLABRUSH enters the market with a new standard of hygiene in daily haircare. Clinically tested to reduce up to 99.9% of bacteria, germs and viruses on the brush surface, the UK-based brand promises a cleaner approach to styling - helping to support healthier-looking hair and a fresher-feeling scalp.

Find out more about the brand and its innovation here.

Sophie Smith, News Editor & Senior Writer.

Wrinkles Schminkles acquired by Avenir Collective

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

This marks an exciting new chapter for the brand, which was founded in 2014 by Gabrielle Requena and pioneered the reusable, 100% medical-grade silicone wrinkle-patch category.

After appearing on the reality TV show Shark Tank in 2018, the brand went viral on social media, even though it did not win over any of the judges at the time.

With the sale of the brand to Avenir, Requena will exit the business, saying that scaling the brand and building a strong community has been an “enormous source of pride and achievement”.

For me, this acquisition showcases how much potential there is in scaling skincare brands, especially those that have built a loyal customer base around a science-backed product proposition - both key attractions for Avenir.

Camilla Rydzek, Senior News & Features Writer. 

Skin Rocks survey highlights skincare knowledge gap

The skincare industry has never felt so scientific, but this week’s Skin Rocks research suggests consumers are struggling to keep up. Retinol, niacinamide and ceramides dominate product marketing, yet the survey found that many shoppers do not actually understand what these ingredients mean or how they should be used.

I find this particularly relatable, as I often feel uncertain about what some of these ingredients actually do, and it is interesting that many other shoppers feel the same way. What stood out most to me in the findings was the consequences of this knowledge gap.

Nearly a third of respondents reported irritation or breakouts after combining products incorrectly, highlighting the risks of navigating complex skincare routines without clear guidance.

For beauty brands, those that can explain product usage and ingredients in a clear, accessible way may be best positioned to build consumer trust in an increasingly jargon-heavy market.

Catherine Rowe-Kosary, Junior Writer.