As co-founder and chief marketing officer of tbh Skincare, Rachael Wilde is at the helm of one of Australia’s most talked-about beauty brands. Known for its science-backed formulas, clever branding and refreshingly honest voice, tbh has quickly become a go-to for acne care that actually works (and looks good on your shelf). Launched in 2020 by then 23-year-old Wilde, the brand went from a bedroom side hustle to a seven-figure powerhouse in under 18 months—selling a pimple patch every minute and becoming Australian pharmacy Priceline’s #1 acne brand in just 12 weeks.
Backed by patented technology discovered during her time in the medical devices industry, Rachael co-founded tbh Skincare to bring a bold, emotionally intelligent voice to an industry too often stuck in the same old script. In celebration of the brand finally arriving in New Zealand, we caught up with Wilde to talk business lessons, breakout success, and why innovation in skincare should go more than skin-deep.
In conversation with Rachael Wilde
Your own experience with acne shaped the creation of tbh. What was the turning point where you knew you had to build this brand yourself?
My personal experience resulted in a very deep understanding of this customer and what they were missing in the category. After coming across the innovative tech behind tbh, I started asking a lot of questions around what was happening with this innovation and how it was going to end up in the hands of customers that needed it most. It became quite clear to me that I had a vision and a deep passion for what I thought this brand could be. And honestly it was a fire in my belly that led me to jump all in and build the brand. There wasn’t a lot of thinking involved, my intuition was really telling me this was something I needed to do.
You discovered the role of biofilm in acne while working in the medical device industry. How did that scientific insight change your perspective on skincare solutions?
It really opened my eyes to the gap between innovation and accessibility. You can have a groundbreaking product, but if you don’t understand how your customer shops, what they need, or where they do their product discovery, it’ll never reach them. The acne category hadn’t seen meaningful innovation in years, and while it was saturated, it also felt stagnant. I knew the science behind tbh was a game-changer, but I also knew we had to deliver it in a way that felt fresh, inclusive and fun. That’s where I felt we could really stand out, by leading with empathy, not just efficacy.
Social media has played a massive role in your growth. What’s your philosophy when it comes to creating content that resonates so well with your audience?
We’re not afraid to have fun. So much of skincare content is clinical and polished, and we’ve always tried to be the opposite. From day one, we’ve treated our social platforms like a group chat: unfiltered, honest, and often a little chaotic. I think because we’re willing to show up transparently and just have a laugh, we’ve built a really genuine connection with our audience. Our mission has always been to create a safe, shame-free space for our customers. Acne is frustrating and it doesn’t clear overnight, so if we can make that experience feel lighter, more joyful, and more supported, then we’re doing our job.
You turned a misogynistic backlash that could have been a PR nightmare into a moment of strength. What guided your response to that backlash?
When the ‘gen z boss and a mini’ video went viral, it was originally just a fun moment, we were having a laugh, and connecting with our audience like we always do. But when it got reposted on X (formerly Twitter) and reached over 140 million views, the tone quickly shifted. Suddenly, a silly TikTok was being used to spark a global debate about women in leadership, corporate culture, and “professionalism”. It was pretty jarring to watch that unfold, especially when the commentary started veering into outright misogyny.
As a team, we’ve always said that you can show up, have fun, be yourself and still be really good at your job. I’m proud of how the team handled it. We supported each other, shut down the noise where we needed to, and reminded ourselves of the community we’ve built, which is overwhelmingly positive and uplifting. The most important thing to me was making sure our staff felt safe and supported.
What advice would you give young entrepreneurs who want to build their own brand?
Start before you feel ready. You’ll never have it all figured out, and that’s ok. Be really clear on your mission, and let that guide you through the chaos. It is so easy to get distracted with new and shiny things along the way. Being able to stay focused is so important. Make sure you are spending your time in the areas that really count. 80/20 rule always – do the 20% that is driving 80% of the success.
How would you describe your personal style, and what influences it the most?
I’m definitely not afraid of pink — think corporate Barbie, but still chic. Honestly, I dress in whatever makes me feel like me. I love following creators and curating Pinterest boards for inspo, but at the end of the day, clothes are one of the best forms of self-expression. If I love it and it makes me feel confident, that’s what I’ll wear.
Who or what inspires you creatively?
Our customers, always. So much of our brand direction has come directly from talking to them and understanding what they want. I also get my energy from being around people… I’m a high-extroversion type, so conversation and connection are where I get most of my ideas. Outside of that, I’m a big fan of business and strategy books. I love soaking up different perspectives and stitching together frameworks to use in business and in life.
What’s next for tbh Skincare?
We’re so excited to have officially launched into our first international market with Chemist Warehouse NZ! Coming up, we’ve got a couple of major product launches that we’re really proud of, as well as another international expansion that we’re keeping tight-lipped on for now. Honestly, none of this would be possible without our customers, their support and loyalty over the years is the reason we’re able to dream this big.
Quick-fire questions
The next item on my wardrobe wishlist is… Some new knee-high boots for winter!
My favourite place to dine… Mr Wong’s in Sydney — it never misses.
My next holiday destination… Montana — I’m dying to visit the Yellowstone ranch.
My guilty pleasure TV show or movie is… Friends — on repeat, always.
Three beauty products I can’t live without… The tbh Skincare milky toner, anti-bacterial cleanser and pimple patches (genuinely cannot live without these). Outside of tbh, I’d say my Charlotte Tilbury Airbrush Foundation, Kosas Pressed Blush and Kosas Wet Stick.
