Avenir Collective acquires Wrinkles Schminkles in first beauty deal
Avenir Collective has acquired Wrinkles Schminkles, the Australian reusable wrinkle-patch brand sold in more than 22 countries, in a deal announced in late June 2026. It is the first beauty acquisition for the London-based group formerly known as the Amazon aggregator Olsam. Terms were not disclosed.
Transaction snapshot
Deal value: N/A (terms not disclosed)
Deal multiples: N/A
Deal type: Acquisition (Avenir Collective's first beauty brand)
Investors: Avenir Collective (buyer; formerly Olsam, backed by NorthWall Capital); Gabrielle Requena (founder, exiting)
Wrinkles Schminkles was founded in 2014 by Gabrielle Requena, who pioneered the reusable, 100% medical-grade silicone wrinkle patch. The brand trades in the aesthetics-adjacent skincare category and sells direct to consumer alongside retail partners that include Ulta Beauty Marketplace, Priceline and Amazon. Requena bootstrapped the business to profitability on annual sales of about A$20m, and she had been seeking a strategic partner since 2024.
Avenir Collective is headquartered in London and operates across the UK, Europe, the US and Australia. The group was previously Olsam, an Amazon aggregator founded in 2020 that raised US$165m (A$237.9m) in 2021 during the aggregator boom. After the market turned, the company restructured and rebranded as Avenir Collective. It now positions itself as a house of beauty, personal care and lifestyle brands. It is backed by NorthWall Capital and led by chief executive Ben Poynter, who began his career in M&A and equity capital markets at Investec. Lauren Myers is chief brand officer.
Avenir said it bought the brand for its science-backed products, proven results and loyal customer base. Poynter said the group wants to find strong brands, keep what makes them distinctive and speed up their growth. The company has described the acquisition as the first example of the kind of business it plans to buy.
Avenir expects to add another three to five brands over the next few years, and it is targeting businesses with about US$15m to US$20m (A$21.6m to A$28.8m) in annual revenue that solve persistent consumer problems such as unwanted hair, skin concerns and odour.
