TBH Skincare

tbh Skincare is a D2C skincare brand focusing on patented acne treatments. The company was launched in 2020 by Rachael Wilde to bridge the gap between pharmaceutical-grade skincare and consumer-centric cult brands. The idea for tbh Skincare was born from Wildes personal struggle with acne and her own pre-wedding bridal skincare journey. In an interview, Rachael said we founded the company in September 2019, raised money amongst family and friends, and launched the business 6 months later with 3 products. tbh Skincare brought in $4,000 in sales on their launch day, doing $800,000 in revenue in their first 18 months. In an April 2024 interview, Wilde said they now sell a bottle of cleanser every minute. On Twitter X, the companys brand account claimed to be earning over $10M ARR in mid-2024. In 2023, tbh Skincare merged with Boost Lab to form York St Brands, as part of a $5M Series B round. The following year, Wilde was named to the 2024 Forbes Asia 30 under 30 list. The brand has successful driven growth with organic social marketing strategies, such as when co-founder Rachael Wilde dressed as Margot Robbie during the Barbie movies promotion or when they started the viral gen z boss and a mini trend on TikTok and Instagram Reels.