A tech firm masquerading as a beauty retailer, Oddity is famous for its direct-to-consumer brands: Il Makiage makeup and SpoiledChild, a hair- and skin-care line launched last year that brought in $48 million in gross sales in just 12 months. With overall sales doubling every year since its founding in 2018, Oddity says it became the best-selling digital beauty brand in history by using AI-backed online quizzes to match customers with products. “If you don’t have high-quality data to train [AI] on, it’s garbage in, garbage out,” says global CFO Lindsay Drucker Mann. But with detailed data from over 40 million users, Oddity’s models are getting smarter all the time.
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