Prestige wellness brand SpoiledChild has appointed former Google executive Gil Efrati as its new CEO. The direct-to-consumer collagen supplement company was launched in February 2022 by Oddity, the beauty and wellness accelerator behind brands like Il Makiage. After generating $48 million in gross sales in its first year, SpoiledChild is positioning itself for further growth by bringing on Efrati.
As the new CEO, Efrati will focus on scaling SpoiledChild and cementing its status as a leader in the collagen supplement space. He brings extensive ecommerce experience to the role, having previously served as CMO at Resident and led high-growth teams at Google. Under his leadership, Resident became the world’s most profitable online mattress retailer.
Efrati will report directly to Oddity CEO Oran Holtzman as part of the leadership team. Oddity, which went public in 2022, leverages data and digital strategies to build innovative brands like SpoiledChild. With 40 million users and 1 billion+ data points, the company is disrupting traditional beauty and wellness sales models.
By appointing an industry veteran like Efrati, Oddity aims to unlock even faster growth for SpoiledChild. Efrati stated, “SpoiledChild is a once-in-a-lifetime brand with strong unit economics. I plan on supporting the team to drive the brand to new peaks.”