Oddity Tech Ltd
NASDAQ:ODD
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Oddity Tech Ltd
NASDAQ:ODD
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Oddity Tech Ltd
Oddity Tech is a consumer company that sells beauty and wellness products directly to shoppers online. Its main brands include makeup and skincare under IL MAKIAGE and hair, skin, and supplement products under SpoiledChild. It uses a mostly digital model to find customers, match them to products, and sell branded items without relying on a traditional store network. The company makes money by selling its own products through its websites and related online channels. Customers are mainly individual consumers looking for cosmetics, skincare, and personal care products. Oddity also uses data and software tools to guide product discovery and marketing, which helps it reach shoppers more efficiently than a classic retail or wholesale beauty company. What makes Oddity different is that it is both a brand owner and a technology-driven seller. Instead of building its business around physical shelves, it builds direct relationships with consumers, learns from online shopping behavior, and uses that information to design and market products. That gives it more control over branding, pricing, and customer experience than a typical beauty supplier that depends heavily on stores and distributors.
Oddity Tech is a consumer company that sells beauty and wellness products directly to shoppers online. Its main brands include makeup and skincare under IL MAKIAGE and hair, skin, and supplement products under SpoiledChild. It uses a mostly digital model to find customers, match them to products, and sell branded items without relying on a traditional store network.
The company makes money by selling its own products through its websites and related online channels. Customers are mainly individual consumers looking for cosmetics, skincare, and personal care products. Oddity also uses data and software tools to guide product discovery and marketing, which helps it reach shoppers more efficiently than a classic retail or wholesale beauty company.
What makes Oddity different is that it is both a brand owner and a technology-driven seller. Instead of building its business around physical shelves, it builds direct relationships with consumers, learns from online shopping behavior, and uses that information to design and market products. That gives it more control over branding, pricing, and customer experience than a typical beauty supplier that depends heavily on stores and distributors.
Record Results: ODDITY delivered record financials for 2025, with $810 million in revenue, up 25%, and strong profitability metrics that exceeded targets.
Algorithm Disruption: An algorithm change at their largest ad partner caused unprecedented spikes in user acquisition cost, impacting new customer growth and forcing significant advertising adjustments.
Q1/Q2 Downturn: Management expects Q1 2026 sales to decline ~30% due to elevated acquisition costs, with further weakness likely in Q2; no full-year 2026 guidance was issued.
Resilient Repeat Business: Repeat sales made up about 70% of 2025 revenue and cohort repeat rates continued to improve, highlighting brand strength.
Strategic Stability: Despite the disruption, ODDITY is not changing its DTC strategy, product investment, or growth ambitions; remediation efforts are underway with hopes for normalization in H2 2026.
Strong Cash Position: The company ended 2025 with $776 million in cash and investments, and expanded its credit facility to $350 million.
New Brands & Innovation: METHODIQ, a new telehealth brand, launched successfully; ODDITY LABS continues to drive product innovation, with 8 new products expected in 2026.
