Waldencast WALD

Waldencast plc is a beauty and wellness operating platform that develops acquires accelerates and scales conscious high growth purpose driven brands. The company owns and manages two core brands Obagi Medical which focuses on professional skincare and Milk Makeup which offers clean prestige makeup products. Waldencast plc aims to leverage brand led synergies operational scale and market responsiveness to drive long term growth.

The company generates revenue primarily from the sale of skincare products under the Obagi Medical brand and makeup products under the Milk Makeup brand. Obagi Medical sells its products through a direct sales force to physicians through physician dispensed channels through brand controlled e commerce sites such as www.obagi.com and through online retailers like Amazon. Internationally Obagi Medical relies on distribution partners wholly owned subsidiaries in Southeast Asia and licensing agreements for China and Japan. Milk Makeup distributes its products through key beauty retailers including Sephora and Ulta Beauty through its own e commerce site www.milkmakeup.com and via Amazon as well as through distributors in the United Kingdom Germany Scandinavia and Latin America. Revenue is recognized when control of the products transfers to the customer.

The company operates through the following segments: Obagi Medical and Milk Makeup.

• Obagi Medical is the professional skincare segment that offers prescription non prescription and cosmetic products targeting skin concerns such as fine lines wrinkles elasticity photodamage hyperpigmentation acne oxidative stress environmental damage and dehydration; its flagship product is the Obagi NuDerm System and it also markets Vitamin C antioxidant lines elasticity focused products and hair density solutions; the segment has recently entered the aesthetics market with the launch of hyaluronic acid injectable fillers under the Saypha brand.
• Milk Makeup is the clean prestige makeup segment that offers vegan cruelty free products including primers skin tints lip and cheek tints mascaras brow products eyeliners lip glosses balms and skincare; its best selling franchises include the Hydro Grip Collection the Cooling Water Jelly the Sticks line and the Kush collection; the brand emphasizes clean formulas that avoid animal derivatives parabens sulfates BHA BPA plastic microbeads talc urea retinyl palmitate mercury resorcinol formaldehyde aluminum salts and mineral oil and follows ethically sourced mica and sustainable palm derived ingredients.

Waldencast plc holds a niche position in the beauty and wellness sector by combining a professional skincare brand with a clean prestige makeup brand under a single operating platform. The company competes with large multinational beauty corporations and emerging indie brands. Key competitors for Obagi Medical include other medical grade skincare and aesthetic filler providers while Milk Makeup faces competition from brands such as Merit Beauty Tower 28 Saie Rare Beauty ONE SIZE Glossier Ilia Tarte and from legacy groups like Unilever PLC Coty Inc e.l.f. Beauty Inc LOréal SA LVMH The Estee Lauder Companies Inc P&G Revlon Inc and Shiseido Company Limited. Waldencast plc differentiates itself through a brand led strategy that keeps each brand close to its customers provides operational scale and balances portfolio risk while maintaining agility and speed similar to independent brands. The company also benefits from its scientific approach patented technologies and trade secret protections that support product efficacy and safety.

Obagi Medical serves physicians such as dermatologists plastic surgeons medical spas and other licensed medical professionals who dispense its products to patients; it also reaches consumers directly through its e commerce site obagi.com and through online retailers like Amazon. Internationally the brand relies on distribution partners wholly owned subsidiaries in Southeast Asia and licensing arrangements for China and Japan. Milk Makeup sells its products through major beauty retailers including Sephora Ulta Beauty Space N. K. Boots and Dermanor; it also sells via its own e commerce site milkmakeup.com through Amazon and through various distributors in the United Kingdom Germany Scandinavia and Latin America. The combined customer base consists of medical professionals beauty retailers online platforms and end consumers seeking skincare and makeup solutions.