Waldencast SPAC Presentation Deck
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GROWTH DRIVEN BY BRAND AWARENESS AND INNOVATION
Milk Awareness by age¹
Active + Whitespace Milk Categories²
Gen-Z Millennial Gen-X Boomer
100 Index³ 84 Index 68 Index 60 Index
Strong Gen-Z following with opportunity
to drive incremental awareness and trial
across consumer segments
Make-up
Category
Expansion
Milk
Mascara
$1.9B
Foundation /
Concealer
$3.8B
330
SKUs¹
Skincare
$21.9B
Milk Makeup has the opportunity to grow through innovation and launches
Established
Emerging
Whitespace4
Primer³
$0.3B
Lash & Brow
$1.0B
v/s
Haircare
$14.1B
Other Leading
Make-Up Specialist
Brands
Blusher & Bronzer
$0.5B
Lip
$2.8B
1,500-7,000
SKUS
Bath / Shower
$9.5B
Skin Tints
$2.3B
Shadow
$0.5B
Fragrance
$8.7B
Survey conducted June 11-21, 2020 with female participants ages 13-64 who have purchased beauty products for themselves in the past 3 months and do not work in the beauty industry; 2 Market sizes reflect 2021E data for the USA market;
Euromonitor International; Beauty & Personal Care and Color Cosmetics in the US, 2021ed, retail value sales, current prices, 2020 fixed ex rates 100 implies 82% awareness for Gen-Z; Primer refers to EMI's category BB/CC creams and skin tints refers to
EMI's premium foundation / concealer, 4 Areas where management believes product offering expansions or introduction of new categories are possible
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