How Starface transformed pimple patches into a successful business worth $90 million annually

If you see someone with a bright yellow, star-shaped sticker on their face, it's not a new makeup trend or avant-garde accessory, it's actually an acne product.

In today's era of pimple patches, treating acne is no longer a secret.

The Starface pimple patch is a popular choice among TikTok users, with over 60 million posts mentioning it. Additionally, there are more than 500 million videos on TikTok that discuss the best pimple patch.

According to Spherical Insights' recent research, the market valuation of pimple patches is projected to increase from approximately $500 million to nearly $1 billion by 2033.

The popularity of Starface World's star-shaped stickers has been a significant factor in the growth of the hydrocolloid market. These patches, known as "Hydro-Stars," contain hydrocolloid, which has been used for centuries to speed up the healing of skin wounds. Some of the patches also include additional ingredients, such as tea tree oil and salicylic acid.

Over a billion individual Hydro-Stars have been sold by Starface World since its founding in 2019. These stars are typically sold in packs of 32 and cost between $10.99 and $16.99, depending on the ingredients and if the patches come with a matching compact case.

In 2024, Starface is projected to generate approximately $90 million in revenue.

Disrupting the pimple patch market

Julie Schott and Brian Bordainick launched Starface World in 2019.

Starface aimed to make pimples, which affect almost everyone at different stages in their life, a more fun and joyful experience by flipping the concept of acne products that are designed to hide pimples, according to Kara Brothers, president of Starface, as told to CNBC Make It.

In the late 2010s, skincare brands Hero and Peace Out introduced flesh-toned and translucent versions of pimple patches. Although hydrocolloid bandages are not a new skin care innovation, they were first patented and introduced in hospitals, doctor's offices and more during the 1970s, according to the National Institute of Health.

In 2019, Starface entered the pimple patch market with its pentagram-shaped Hydro-Stars, which featured vibrant colors such as bright yellow, jet black, magenta, and rainbow, and fun designs, according to Claire McCormack, a senior editor at Beauty Independent.

Starface products are available in the U.S., Canada, and the UK through both direct-to-consumer (DTC) sales on their website and retailers such as Target, Walmart, and CVS. Despite focusing on growing their DTC sales, Brothers notes that retail sales have surpassed DTC sales "tremendously."

A Gen Z status symbol

Gen Z and Gen Alpha embraced patches as a fashion trend, with their decorative and fun appeal.

Teenagers on TikTok and YouTube are showcasing the patches worn by Gen Z and millennial celebrities like Millie Bobbie Brown and Justin Bieber while running errands.

According to Brothers, approximately 60% of Starface's customer base consists of Gen Z and Gen Alpha.

"Starface products inspired me because I wanted something that would treat my acne and also be a cute accessory, so I could go out and be myself without feeling self-conscious about my appearance."

During the Covid-19 pandemic, the brand "really took off" as more people wore colorful pimple patches on video calls.

She recalls feeling confident when she noticed people wearing Starface products outside, proudly displaying their acne.

Gen Z consumers' interest has been capitalized on by Starface through its marketing strategy.

Starface's social media channels have a youthful and lighthearted tone, with memes and popular culture references that set it apart from other acne brands. The brand collaborates with cartoon characters like SpongeBob SquarePants and Hello Kitty in limited-edition product collaborations.

In 2019, Starface introduced a mascot, "Big Yellow," to connect with younger customers.

Brothers explains that Big Yellow, who originated from outer space, does not comprehend why individuals on Earth are so critical of those with acne and pimples.

Do Starface's pimple patches work?

Whether or not Starface's Hydro-Stars and pimple patches can speed up the healing process of pimples is still uncertain among the jury.

While some customers report that the Hydro-Stars effectively remove gunk and excess oil from zits, others view the patches as a more fashionable accessory.

According to Dr. Jeremy Brauer, a New York-based dermatologist, pimple patches can be used as a barrier to protect a healing or wounded pimple.

Pimple patches may not be suitable for everyone, as they could increase the risk of inflammation and infection, according to Brauer. However, he notes that the patches may be less effective for people with sensitive skin or cystic acne.

Starface is expanding its product line beyond pimple patches, now offering pore strips and lip balm.

"McCormack believes that Starface can continue to innovate by staying updated on the various ways that spot treatments can be incorporated into skincare. However, the brand may face a challenge if their patches lose their appeal, but people will always have pimples."

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