Avenir Collective Acquires Wrinkles Schminkles

Avenir Collective (formerly Olsam) announces its strategic evolution into a dedicated beauty, personal care, and lifestyle consumer brand platform, with the acquisition of Wrinkles Schminkles.

Founded in Australia in 2014 by Gabrielle Requena, Wrinkles Schminkles pioneered the reusable 100% medical-grade silicone wrinkle patch category and has grown into a globally recognized brand available in over 22 countries.

Wrinkles Schminkles is distributed DTC alongside retail partners, including Ulta Beauty Marketplace, Priceline, and Amazon. 

Positioned within the growing aesthetics-adjacent skincare category, the brand combines science-backed efficacy with a loyal consumer following and significant future growth potential.

Gabrielle Requena, Founder, Wrinkles Schminkles, commented:

“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 acquisition of Wrinkles Schminkles marks the first beauty brand to join the Avenir Collective portfolio and serves as a clear example of the type of business the company intends to acquire and scale.

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