Gil Efrati Named CEO of SpoiledChild

Oddity, the consumer technology platform behind Il Makiage and SpoiledChild, has appointed Gil Efrati as CEO of SpoiledChild.
As CEO, Efrati will build upon the brand’s multicategory growth and deliver against the objective of becoming the world’s largest wellness brand.
SpoiledChild is a prestige wellness brand with a focus on technology, science-backed products, and sustainable design. SpoiledChild is an online-only brand powered by Oddity’s scalable technology platform. Launched in February 2022, the brand has recorded $48 million is gross sales in its first year and is already profitable.

About Gil Efrati

Efrati will report to Oddity CEO Oran Holtzman. He offers experience in ecommerce and joins Oddity from Resident, where as CMO he scaled the business to become the largest and most profitable online mattress company. Prior to Resident, Efrati spent 7 years at Google leading a variety of ecommerce-focused growth teams.
“SpoiledChild is transforming the wellness industry as the most successful online brand launch in history, leveraging the power of Oddity’s 40M+ users, 1B+ data points, and groundbreaking technology platform,” said Holtzman, Oddity’s co-founder and CEO. “I’ve known Gil personally for many years. He’s one of the strongest and most knowledgeable talents that I know in the online arena. His growth mindset and deep ecommerce expertise and experience will allow us to accelerate the brand’s growth and build the future of wellness with SpoiledChild’s powerful momentum. We are thrilled to have him join our team.”
“I am thrilled with the opportunity to lead SpoiledChild,” said Efrati. “I have been following Oddity’s journey since launch and couldn’t be more excited to join this rocket ship. SpoiledChild is a once in a decade brand with strong unit economics and an extremely talented and results-driven team. I plan on supporting the team to help drive the brand to new peaks, on our way to be the largest wellness brand in the world.”

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