Founder Stories
Founder Gabrielle Requena tells us how she built Wrinkles Schminkles as the pioneers in silicone based skincare.
Industry
Beauty and Skincare
In 2013, Gabrielle went looking for a non-invasive skincare solution that (really) refined lines and wrinkles, without having to invest in 12-step skincare routines or expensive professional procedures. She learnt about the healing benefits of Medical Grade Silicone, commonly used by doctors and dermatologists to encourage wound and scar healing. She was inspired to create a treatment that was a more sophisticated targeted use of Silicone. Gabrielle created a product that harnesses the same skin-refining powers to help improve the appearance of unwanted lines and crinkles caused by sun damage and the ageing process.
We spoke to her on how she turned this amazing product into a successful business.
Introduce your business and tell us your story: what is the origin story for why you started Wrinkles Schminkles?
I’m Gabrille, the founder and CEO of Wrinkles Schminkles - the pioneer of reusable 100% Medical Grade Silicone Patches. I created this range in my mid-thirties. At this age, I started seeing and experiencing very normal and natural signs of aging on my skin and I wanted to do something to maintain it. I have always taken great care of (thanks to growing up in France where facials at a young age are very normal). I understood that I needed something to keep the skin taut, and additionally couldn’t crease - especially while sleeping. Fast forward around 2 years after playing with ideas and prototypes, the range of Reusable Under Eye Patches, Chest Patches and Forehead Patches were born.
When did you launch and what are the key milestone moments for your business?
Wrinkles Schminkles launched in 2014, this being our 10th year. There are many milestone moments! But, if I had to highlight the standouts, they would be - the whole launch in general.
The highlights for us were:
Launching a new category - creating the products and witnessing the positive reception from customers, media and retailers worldwide
Pitching the business - Shark Tank
Media appearances - on Real Housewives of Sydney
Organic media mentions - recognition through highly popular US TV shows like Khloe’s Revenge Body and Bobbie’s Buzz
Going VERY viral - a TikTok video hitting over 55 million views
Expanding retail presence - stores like Priceline in Australia and larger USA retailers later this year, with more global retailers to follow!
One of my proudest milestones in 2024, for which I am immensely grateful, is the remarkable team I've been fortunate enough to attract, positive relationships and culture we've created together. The exceptional quality of our work, the strong camaraderie, and the collective achievements we've attained while practicing authentic kindness and sharing good laughs fill me with immense pride and happiness. While I'm far from perfect, it's crucial to me that my team members are genuinely happy. Even when they eventually move on, I hope they look back on their time with us with a combination of warm feelings and a sense of career achievement.
We have really invested in ensuring we have the best-in-class tech stack and use data to make informed decisions on which tech and apps we use and/or optimise for better suited ones for our business objectives.
Gabrielle Requena
Tell us about the back-end of your business. What’s your tech stack and tools and apps do you use to run your online store?
We have really invested in ensuring we have the best-in-class tech stack and use data to make informed decisions on which tech and apps we use and/or optimise for better suited ones for our business objectives.
Currently, we use Shopify Plus for our websites and blog, Klaviyo for our email marketing and SMS, Okendo for our reviews, Loyalty Lion for our loyalty and rewards program Patch Points, and Recharge for our subscriptions. And of course AMP for our cart and Upsells!
Taking into account true fixed and variable costs across the business, we now understand daily profitability and focus more on metrics like revenue per visit and cost per visit.
Gabrielle Requena
With the rising Cost of Customer Acquisition through Meta what strategies do you believe are essential for brands to think about to scale growth?
An essential shift for our business to be able to scale was to shift from viewing performance of individual ROI’s or ROAS (return on investment; return on ad spend) to instead profitability metrics.
Taking into account true fixed and variable costs across the business, we now understand daily profitability and focus more on metrics like revenue per visit and cost per visit. While this doesn’t combat the rising cost of customer acquisition, it helps us assess how effective we are in our paid adverting and website conversion. These metrics have been the key drivers in identifying our successes and areas we can further optimise.
A final tip, be prepared because as soon as you solve your challenges around scaling, your VERY next challenge will be inventory!
Was there an 'ah-hah' moment that launched your growth? What was your secret source?
Over the past decade, Wrinkles Schminkles has consistently navigated growth challenges and unlocked new levels of success. A key factor behind these achievements has been assembling a talented and dedicated team who share the brand's vision and drive for high achievement.
To summarise, our viral TikTok channel was huge for us in 2021. In 2022, embarking into our first mass retail channel with Priceline not only enabled us to benefit from that specific revenue growth but it enabled us to further scale and grow DTC. In 2023/2024, as well as growing into other retail (TWCM, Amcal, Meijer in the USA and more to come) we have also doubled-down on our DTC growth across our two key markets Australian and USA. We are preparing to launch our DTC in the UK.
I don't think there is a single "ah-hah" moment; rather, progress comes from juggling multiple initiatives and patiently nurturing them to fruition.
Your top resources for aspiring entrepreneurs are…
For any aspiring eCommerce entrepreneurs just starting out I recommended the coaching programs at eCommerce Equation and Shecom.co without a doubt. You can learn from the industry experts as well as forge a network of colleagues on a similar path to you.
Find out more about Wrinkles Schminkles...
Website: www.wrinklesschminkles.com
Social: @wrinklesschminkles
Retail locations/wholesale: In Australia - Priceline, Amcal, Terry White Chemmart, Chempro, Good Price Pharmacy and more.