Sequential CPA Improvement in May
IL MAKIAGE cost-per-acquisition (CPA) declined an estimated 28% sequentially from April to May, marking the first month of sequential recovery since Q4 2025 and providing a positive inflection after months of deterioration.
Ad Partner Recovery Potential
ODDITY's largest advertising partner estimates that its system alone can recover 40%–60% of CPA (independent of macro factors), which management says would restore healthy unit economics and enable a return to growth/profitability.
Q1 Performance Slightly Better Than Outlook
Net revenue declined 26% year-over-year in Q1 versus the company's prior outlook of approximately a 30% decline, indicating a modest outperformance against internal expectations.
METHODIQ Early Traction and Revenue Target
METHODIQ, the medical telehealth brand launched late last year, is off to a strong start and is expected to deliver $25 million in revenue in 2026, with strong app download, weekly check-in and care-team engagement metrics.
Try Before You Buy (TBYB) Remediation Success
Towards the end of Q1, ODDITY successfully shifted ~40% of acquisition revenue away from Try Before You Buy into standard Buy with no impact on unit economics, reducing exposure to the complex TBYB model.
Robust Repeat Cohorts and Contribution Margins
Management reports strong 12-month repeat behavior (noted as 'over 100% 12-month repeat rate' in remarks) supporting 12-month contribution margins; repeat sales accounted for ~2/3 of net revenue in Q1 versus ~56% in Q1 2025.
Healthy Liquidity and Capital Return Activity
Cash, cash equivalents and investments totaled $667 million at quarter end; the company repurchased ~6 million shares for ~$82 million (~10% reduction in ordinary shares outstanding) and has ~$167 million remaining on a $200 million buyback authorization. A $350 million amended credit facility remains undrawn.
Product & R&D Momentum
ODDITY Labs added two new METHODIQ products (Neurexa and Zeralaq) this quarter and continues pipeline work on anti-aging, hypopigmentation and acne-prevention molecules, indicating ongoing product innovation and longer-term growth drivers.