Oddity
Oddity Tech builds and scales digital-first consumer brands in beauty (IL Makiage), wellness (SpoiledChild), and AI-powered telehealth (METHODIQ), serving global consumers through direct-to-consumer e-commerce powered by proprietary AI/ML personalization engines and a 40M+ user data lake.
- Company typePublic
- Founded2018
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Oddity does
Oddity Tech Ltd. (NASDAQ: ODD) is an Israeli-founded, New York-headquartered consumer technology company that builds and scales digital-first brands in beauty, wellness, and telehealth. The company operates three differentiated brands — IL Makiage (color cosmetics and complexion), SpoiledChild (wellness and anti-aging), and METHODIQ (AI-powered telehealth for dermatology, launched November 2025) — all served exclusively through owned direct-to-consumer e-commerce websites. Underlying the brands is a unified proprietary technology platform built around a data lake of 40M+ unique users and 1B+ data points, with AI/ML capabilities spanning the PowerMatch product-matching engine, the SpoiledBrain personalization algorithm, the patented Hyperspectral smartphone computer-vision system, and AI-guided molecule discovery conducted at ODDITY Labs in Boston.
The company monetizes through three pricing models: standard one-time e-commerce purchases, Auto-Replenishment subscriptions billed monthly, and a Try-Before-You-Buy program with a 30-day return window. Approximately 70% of 2025 revenue came from repeat purchases, indicating meaningful regimen-based retention. Customer acquisition is heavily performance-marketing driven, with Meta as the largest advertising partner at approximately 25% of revenue — a concentration that became a critical vulnerability when Meta's algorithm changes in late 2025/early 2026 caused a projected ~30% YoY Q1 2026 revenue decline, suspended FY2026 guidance, erased over $600M in market capitalization, and triggered securities class action filings.
Oddity is publicly listed on NASDAQ under ticker ODD, headquartered at 110 Greene St., New York, with R&D in Tel Aviv and ODDITY Labs in Boston. The company reported FY2025 net revenue of $810 million (up 25% YoY), adjusted EBITDA of $163 million, and a Q3 2025 gross margin of 72.69%. Major institutional holders include Baillie Gifford (~12.76%) and JPMorgan (~1.28%), and the board approved an expanded $200 million share repurchase program in March 2026.
Oddity firmographics
Firmographics- Name
- Oddity
- Legal name
- Oddity Tech Ltd.
- Website
- https://oddity.com
- Company type
- Public
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Oddity Tech builds and scales digital-first consumer brands in beauty (IL Makiage), wellness (SpoiledChild), and AI-powered telehealth (METHODIQ), serving global consumers through direct-to-consumer e-commerce powered by proprietary AI/ML personalization engines and a 40M+ user data lake.
- Ownership category
- akta.pro rank
Oddity industry classification
Industry- Product category
- Direct-to-Consumer Beauty and Wellness
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Beauty & Personal Care Omnichannel (CRAFAEAB)
- akta.pro secondary industry
- Healthcare & Wellness Personalization (HDAAAGAI)
Keywords
Where Oddity is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Oddity business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations, Supply Chain, Infrastructure
Revenue model
- Standard E-commerce Sales: Direct one-time purchase of beauty and wellness products through brand-owned e-commerce websites, with charges processed under 'IM PRO MAKEUP NY LP'. Approximately 70% of 2025 revenue came from repeat sales.
- Auto-Replenishment Subscription: Recurring subscription-based delivery of beauty and wellness products with discount incentives; an account is automatically created upon subscription for management and cancellation.
- Try-Before-You-Buy Program: Program allowing customers to try products before committing to purchase, with a 30-day return window; charges are applied for items kept after the trial period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Try-Before-You-Buy program |
| Subscription | Monthly | Auto-Replenishment subscription |
| One time/ perpetual license | Pay-as-you-go | Standard sale |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Oddity product offering
Product offeringCore offering
Oddity is a consumer-tech company that builds and scales digital-first beauty, wellness, and telehealth brands sold direct-to-consumer through its own e-commerce websites. Its three brands are IL Makiage (color cosmetics and complexion), SpoiledChild (personalized wellness and anti-aging), and METHODIQ (AI-powered telehealth in dermatology). The offerings are differentiated by a proprietary AI/ML technology platform — including PowerMatch and SpoiledBrain matching engines, Hyperspectral smartphone-based skin analysis, and AI-guided molecular discovery at ODDITY Labs — that replaces the in-store experience with personalized online product recommendations.
Differentiator
Problem solved
Functional benefit
Brands
- IL MAKIAGE: Flagship beauty brand — described as 'defining and building the future of beauty through proprietary technology that connects people with superior products fit for them.' One of the fastest-growing beauty brands in the US.
- SpoiledChild
- METHODIQ
Products and services
- IL Makiage
Quantifiable outcome
- Approximately 70% of 2025 revenue came from repeat sales
- +6 more outcomes
Companies that use Oddity
Customer profileSegments3 records
Ideal customer profiles3 records
Oddity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability5 records
Feature6 records
Oddity partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Meta Platformscritical/flagship advertising platform partnerMeta is Oddity's largest advertising partner, accounting for approximately 25% of revenue. Algorithm changes at Meta in late 2025/early 2026 caused a major 'dislocation' that significantly increased customer acquisition costs, drove a Q1 2026 revenue decline of ~30% year-over-year, and erased over $600 million in market capitalization on February 25, 2026.
Scale indicators14 records
Recent moves6 records
Expansion highlights5 records
Oddity competitors and assessment
Company assessmentDirect peers
- The Honest Company: Digital-first, vertically integrated beauty and wellness brand (NASDAQ: HNST) selling direct-to-consumer. Comparable DTC distribution model, similar wellness/beauty category overlap, and public-company reporting structure.
- Curology: Personalized DTC skincare brand combining telehealth consultations with customized prescription products. Closely overlaps METHODIQ's telehealth-dermatology positioning and the broader Oddity personalized-beauty thesis.
- Glossier: Digital-first beauty brand that pioneered the online beauty discovery experience and DTC-first model. Closely comparable in IL Makiage's positioning as a digitally native beauty brand that shifted consumers from offline to online.
- Hims & Hers Health: Publicly traded (NYSE: HIMS) direct-to-consumer platform combining telehealth, wellness, and personal care brands. Most directly comparable to Oddity given its hybrid beauty/wellness + telehealth (METHODIQ) digital-first model, public-market profile, and performance-marketing-led customer acquisition.
Broad incumbents
- L'Oréal: World's largest beauty company with active investments in digital personalization, AI, and biotech. Comparable as the long-term incumbent Oddity's tech platform is positioned to disrupt.
- Charlotte Tilbury (Puig): Digitally savvy prestige beauty brand owned by Puig. Comparable digital-first beauty marketing approach and category overlap with IL Makiage, though distributed by a traditional prestige conglomerate.
- Sephora (LVMH): Global prestige beauty retailer with deep digital and personalization investments. Comparable as the offline retail experience Oddity explicitly replaces with PowerMatch AI.
- Estée Lauder Companies: Global beauty conglomerate with broad portfolio across color cosmetics, skincare, and fragrance. Comparable as a beauty category incumbent Oddity is competing against and learning from in scale, branding, and R&D.
Emerging players
- Prose: Digital-first personalized hair care brand built around AI-driven product customization. Closely comparable to Oddity's quiz-based, ML-personalized commerce model and Try-Before-You-Buy fulfillment approach.
- Function Health: Digital-first, AI-enabled preventative health and longevity platform with a membership model. Comparable to Oddity's personalization + data platform thesis for wellness (SpoiledChild) and emerging health (METHODIQ) verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Oddity social profiles
Digital presenceOddity compliance and trust
Trust signalCompliance10 records
Oddity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oddity leadership team
Management profileNumber of profiles
Profiles7 records
Oddity subsidiaries and ownership
Company hierarchySubsidiaries1 record
Oddity funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oddity M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Oddity
What does Oddity do?
Oddity is a consumer-tech company that builds and scales digital-first beauty, wellness, and telehealth brands sold direct-to-consumer through its own e-commerce websites. Its three brands are IL Makiage (color cosmetics and complexion), SpoiledChild (personalized wellness and anti-aging), and METHODIQ (AI-powered telehealth in dermatology). The offerings are differentiated by a proprietary AI/ML technology platform — including PowerMatch and SpoiledBrain matching engines, Hyperspectral smartphone-based skin analysis, and AI-guided molecular discovery at ODDITY Labs — that replaces the in-store experience with personalized online product recommendations.
Is Oddity a public or private company?
Oddity is a public company. It is classified as public and is currently operating.
When was Oddity founded?
Oddity was founded in 2018. It employs 251 to 500 people.
Where is Oddity based?
Oddity is headquartered in New York, United States, in the North America region.
How does Oddity make money?
Three revenue lines are on record. Standard E-commerce Sales are the primary driver. The others are auto-Replenishment Subscription and try-Before-You-Buy Program.
Who are Oddity's main competitors?
Direct peers on record are The Honest Company, Curology, Glossier and Hims & Hers Health. Broad incumbents are L'Oréal, Charlotte Tilbury (Puig), Sephora (LVMH) and Estée Lauder Companies. Emerging players are Prose and Function Health.
Does Oddity have an API?
No public API is recorded for Oddity.
What industry is Oddity in?
Oddity's product category is Direct-to-Consumer Beauty and Wellness. Its primary akta.pro industry code is CRAFAEAB, Beauty & Personal Care Omnichannel, with a secondary code of HDAAAGAI, Healthcare & Wellness Personalization. Its NAICS code is 456120 and its SIC code is 2844.