There are plenty of startup success stories that begin with a breakthrough moment. Gabrielle Requena’s began with a setback.

Long before reusable silicone wrinkle patches became a familiar sight on beauty shelves and social feeds, the Wrinkles Schminkles founder was trying to convince people that a simple, non-invasive skincare solution deserved a place in the market.

Today, the Australian-born brand has been sold in more than 22 countries, generated more than $20 million in annual revenue and recently marked the end of one chapter with its acquisition by global consumer products company Avenir Collective.

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For Requena, the sale represents much more than a financial milestone. It closes the book on a business she built entirely from scratch, without external investment, after launching from her kitchen table in 2014 with one hero product inspired by her own skincare concerns.

“It has been an enormous source of pride,” Requena says. “Scaling the brand from its direct-to-consumer base and social community into a globally recognised business has been an incredible achievement.”

Wrinkles Schminkles founder Gabrielle Requena has officially exited the beauty brand after helping grow it into a global business with more than $20 million in annual revenue. Credit: Gabrielle Requena

Under her leadership, Wrinkles Schminkles grew beyond ecommerce into major retailers including Priceline, Myer, Adore Beauty, Anthropologie, Meijer and Ulta Marketplace, while maintaining profitable growth throughout its expansion. Viral social media content, generating more than 80 million views, also helped introduce silicone patch skincare to millions of consumers around the world.

Yet one of the moments Requena credits most with shaping the business came years earlier on national television.

Appearing on Shark Tank in 2018, she walked away without securing an investment.

For many founders, it could have been a confidence-shaking experience. For Requena, it became one of the company’s greatest advantages.

“Looking back, what feels like failure at the time can actually become the biggest turning point in your business,” she says.

Rather than dwell on the rejection, she analysed the feedback from investors, refined the business and leaned into the publicity. She even repurposed footage from the show into digital advertising.

“It became our best-performing campaign right up until I exited the business,” she says. “It ran for eight years, acquired thousands of customers and generated significant revenue.”

That philosophy now shapes the advice she gives aspiring entrepreneurs.

Drawing on a lesson from meditation teacher Tim Brown, she says founders shouldn’t see setbacks as permanent.

After selling Wrinkles Schminkles, founder Gabrielle Requena is now advising founders and CEOs on scaling businesses and preparing for successful exits. Credit: Gabrielle Requena

“Don’t treat failure as a snapshot,” she says. “Keep the camera rolling. What feels like failure today may end up happening for you rather than to you.”

The first indication Wrinkles Schminkles could become something much bigger arrived only 18 months after launch.

Organic orders started arriving from the United States before paid social advertising had transformed online retail.

“It was just SEO, a website and Google Ads,” she recalls. “That was the point where I realised I needed to leave my consulting business and commit full-time.”

Another defining milestone came when the brand finally entered Priceline.

Interestingly, Requena turned down two earlier opportunities to launch with the retailer because she believed the business wasn’t ready.

“I wanted to fully understand how retail worked before making that move,” she says.

When Wrinkles Schminkles eventually launched into around 190 premium Priceline stores, she worried retail might hurt online sales. Instead, the opposite happened.

“Everything grew,” she says. “Being stocked in Priceline gave the brand credibility. Customers who had seen us online suddenly saw us on shelves and trusted the brand even more.”

While wrinkle patches remain synonymous with Wrinkles Schminkles, Requena says one product exceeded expectations.

Gabrielle Requena says strategic retail expansion and ecommerce expertise helped Wrinkles Schminkles become a category leader in reusable silicone skincare patches. Credit: Gabrielle Requena

“Our micro-needle patches surprised us the most,” she says. “They resonated with a broader audience, particularly younger consumers interested in the benefits associated with microneedling.”

Asked which products she recommends today, her answer depends on age and skincare priorities. Under-eye patches are her pick for those noticing early signs of ageing in their 30s, while chest wrinkle patches are ideal for people concerned about sleep lines across the décolletage in their 40s. In their 50s, she says forehead or eye patches remain standout choices depending on individual concerns.

Although she believes the wrinkle patch category is still only beginning to reach mainstream consumers, there is one thing she would do differently if launching today.

“I would absolutely embrace AI,” she says. “Not to replace decision-making, but to better understand customers, refine messaging and develop products more efficiently.”

Following the acquisition, Requena stayed on to help oversee the transition before making her official exit. She has now launched a new advisory business, The Exit Files, where she works with founders and leadership teams on scaling businesses, improving ecommerce performance and preparing companies for successful exits.

Wrinkles Schminkles founder Gabrielle Requena shares the lessons behind building a global beauty business, overcoming Shark Tank rejection and successfully exiting the company after its acquisition. Credit: Gabrielle Requena

It’s a role that feels like a natural extension of her own journey.

“I remember so many moments where I didn’t know where to turn,” she says. “Now I can help other founders navigate those same challenges.”

For Requena, success was never just about creating a bestselling skincare product. It was about building a sustainable business that could thrive long after the founder stepped away.

As she begins her next chapter, the lesson she leaves behind is perhaps the most valuable of all: sometimes the biggest opportunity arrives disguised as rejection.