WRINKLES SCHMINKLES: Let's Talk about Aging and How Women Really Feel About It!

Today we are speaking with the founder of Wrinkles Schminkles , Gabrielle Requena.

Wrinkles Schminkles, a beauty brand known for its medical-grade silicone patches, gained viral fame in February 2022 when a TikTok video showing their Forehead Wrinkle Patch removing wrinkles went viral. The video received over 57 million views and led to an astonishing $11.4 million in sales for the product. The brand experienced a 57% overall sales increase and has expanded its reach to over 15 countries.

However, the viral success also raised concerns about the environmental impact, with an estimated five tons of silicone potentially ending up in landfills due to the surge in sales. To address this, Wrinkles Schminkles launched a recycling program in partnership with TerraCycle, encouraging customers to return used silicone patches for recycling.

The brand has been successful in leveraging TikTok as a marketing tool, with engaging and educational posts that resonate with viewers. They focus on engagement rates and have amassed a substantial following on the platform.

Founder and CEO Gabrielle Requena started Wrinkles Schminkles to provide non-invasive and effective solutions for signs of aging, particularly on the chest. The brand's patches underwent extensive prototyping and clinical testing, with 98% of participants experiencing smoother skin after four weeks of use.

As the brand looks to the future, it aims to maintain an authentic voice on TikTok and expand its retail network, with a particular interest in entering stores like Cos Bar, Ulta Beauty, and Bergdorf Goodman in the USA. Overall, Wrinkles Schminkles has experienced significant success and growth, driven by its innovative product and viral marketing approach.

There is a movement in beauty industry when its not popular any longer to name a skincare anti-ageing, because the negativity of this message. They say we are all getting older and its not about fighting with age, but rather about how to age gracefully, or pro-ageing campaigns. From the other side, pro-ageing is not really the way how we would honestly like to feel. And while the use of the term "anti-ageing" in the beauty industry can accurately describe the intended effects of certain products and treatments, it may conflict with the principles of age positivity and realistic expectations. Exploring alternative terminologies that emphasize self-care, healthy ageing, and embracing one's age can be a step towards a more inclusive and positive approach to beauty.
We asked Gabrielle, what is her thoughts on that and I think we came out with a very honest, transparent and trustworthy answer: It's complicated.