ODDITY (ODD) 2026财年第二季度业绩电话会议：因广告错配持续，营收下降25%

核心要点

• ODDITY（纳斯达克：ODD）公布2026财年第二季度净营收为1.81亿美元，同比下降25%，主要原因是旗下品牌IL MAKIAGE继续面临由广告账户算法错位引发的获客成本上升问题。
• 调整后EBITDA为1300万美元，高于公司此前预计的800万至1000万美元。调整后稀释每股收益为0.20美元。
• 首单净营收同比下降约40%，而复购净营收同比下降约20%。平均订单价值下降约8%。
• 管理层表示，SpoiledChild仍按计划推进，预计2026财年净营收将增长至少35%，逼近3.5亿美元。METHODIQ首年创造的营收预计将超过SpoiledChild同期的营收。
• 管理层预计，2026财年第三季度净营收同比降幅将收窄至约5%，调整后EBITDA预计为1800万至2000万美元。
• 2026财年全年业绩指引预计净营收同比下降约19%，调整后EBITDA为3000万至3200万美元。

核心财务数据

毛利率下降反映出平均订单价值走低以及产品组合发生变化（包括减少对IL MAKIAGE护肤产品的倾斜）。调整后EBITDA还受到获客成本上升、固定成本去杠杆效应以及SpoiledChild获客支出增加的影响。

本季度，ODDITY以8000万美元回购了560万股股票。今年迄今回购总计1170万股，耗资1.63亿美元，使已发行普通股减少约20%。在2亿美元的回购授权额度中，公司仍有约8700万美元剩余。

ODDITY还以3500万美元的价格，回购了面值为5000万美元、于2030年6月到期的0%可交换债券。

业务与运营表现

IL MAKIAGE

IL MAKIAGE仍是营收压力的主要来源。管理层将这一干扰归因于其最大广告合作伙伴的算法内部出现了受众偏离，降低了该品牌触达目标客户的能力，并导致单次获客成本大幅上升。

这一影响并不局限于首单。今年早些时候获客减少，导致随后常规出现的复购营收降低，而部分复购同样依赖于广告曝光。

ODDITY与其广告合作伙伴仍处于密集测试阶段。管理层表示相信该问题属于技术层面且可解决，但确认目前尚未解决。公司的目标是在因算法干扰而推迟推出的储备产品的支持下，于2027年推动IL MAKIAGE恢复增长。

SpoiledChild

SpoiledChild保持持续增长，并仍有望在2026财年实现至少35%的扩张，净营收逼近3.5亿美元。管理层表示，该品牌12个月的净营收复购率仍远高于100%。

尽管SpoiledChild也受到了广告算法错位的一定影响，但程度不及IL MAKIAGE严重。管理层认为该品牌12个月的边际利润率具吸引力，因此ODDITY增加了对其获客的支出。

公司计划进一步拓展国际市场，并有8款以上的产品和品类正在研发中，预计于2027年推出。

METHODIQ与ODDITY Labs

管理层表示，METHODIQ首年营收预计将超过SpoiledChild首年的业绩表现。这一医疗级品牌推出时包含30款产品，涵盖彩妆、非处方产品及个性化处方方案。

色素沉着调理已成为领跑品类。METHODIQ结合了计算机视觉评估、医疗人员开具的治疗方案以及处方或非处方产品。重点推介的产品之一是依托ODDITY Labs分子组合打造的Mellan-X 509。

管理层计划在2027年将METHODIQ拓展至更多品类，包括长寿与代谢健康。首批推出的产品预计将包含合法可用的处方注射剂及多肽疗法。

ODDITY继续在ODDITY Labs投资AI辅助分子发现。管理层表示，AI有助于加速研发流程，而在抗衰老领域的早期体外实验已展现出增加胶原蛋白合成及减少衰老标记物的潜力。

公司还计划在2027年推出第四个品牌。

管理层业绩指引

管理层预计，第三季度净营收同比降幅较第二季度将有显著改善，因为公司认为获客压力最严重的时期已经过去。复购营收和SpoiledChild的增长预计将为这一改善提供支撑。

公司对第四季度仍保持谨慎态度，因为广告支出的分配尚未确定。若将更大比例的支出用于测试，从短期营收创造的角度来看效率较低。

风险与关注领域

• 尽管已与ODDITY最大的广告合作伙伴进行了密集测试，IL MAKIAGE广告算法错位的问题仍未解决。
• 较高的获客成本继续对营收、调整后EBITDA和边际效益构成压力。
• 首单活动减少会对未来的复购营收产生叠加削弱效应。
• 第四季度的能见度依然有限，因为管理层尚未最终确定广告预算中用于测试与创造营收的分配比例。
• IL MAKIAGE正在消化此前因预期营收强劲而采购的过剩库存。管理层预计库存将在2027年达到更好的平衡。
• 以色列地区的营收及公司当地的门店依然面临与战争相关的波动风险。

分析师问答环节亮点

管理层表示，在广告问题解决后，IL MAKIAGE有望恢复增长，但强调修复工作仍处于推进中。ODDITY还在探索更广泛的分销和更多营销渠道，同时将直面消费者（DTC）运营作为客户数据的核心来源。

关于复购，公司表示，在IL MAKIAGE现有客户群和SpoiledChild共同支撑下，其合并12个月净营收复购率仍远高于100%。

ODDITY已将IL MAKIAGE的部分获客模式从“先试后买”（Try Before You Buy）转为直接购买，以减少信号失真。管理层认为，至少50%的获客可以转至直接购买模式而不会对单体经济效益产生显著影响，不过公司并不打算取消“先试后买”。

管理层继续将60%高位段的毛利率视为长期目标区间。管理层认为第二季度的压力非结构性问题，并指出在解决获客干扰后有望提升平均订单价值，并进一步优化METHODIQ的毛利率。

业绩电话会议完整文字记录

完整财报电话会议逐字稿

管理层陈述

Operator

Good morning and welcome to ODDITY's Second Quarter 2026 Earnings Call. Today's call is being recorded and we have allotted time for prepared remarks and Q&A. At this time, I would like to turn the conference over to Maria Lycouris, Investor Relations for ODDITY. Thank you. You may begin.

Maria Lycouris

Thank you, Operator. I am joined by Oran Holtzman, ODDITY's Co-founder and CEO, and Lindsay Drucker Mann, ODDITY's Global CFO. Niv Price, ODDITY's CTO, will also be available for the question and answer session. As a reminder, management's remarks on this call that do not concern past events are forward-looking statements. These may include predictions, expectations, or estimates, including statements about ODDITY's business strategy, market opportunity, future financial performance, customer acquisition costs, and potential long-term success. Forward-looking statements involve risks and uncertainties, and actual results could differ materially due to a variety of factors. These factors are described under forward-looking statements in our earnings press release issued earlier today and in our most recent annual report on Form 20-F filed with the Securities and Exchange Commission on March 17, 2026. We do not undertake any obligation to provide any information on the form and update forward-looking statements, which speak only as of today. Finally, during this call, we will discuss certain non-GAAP financial measures, which we believe are useful supplemental measures for understanding our business. Additional information about these non-GAAP financial measures, including their definitions, are included in our earnings press release, which we issued today. I will now hand the call over to Oran.

Oran Holtzman

Thank you, everyone, for joining our call today. While we continue to work through the ad account dislocation at IL MAKIAGE, I am pleased to report progress in our business that hopefully positions us for recovery in 2027 and beyond. SpoiledChild had a good quarter and a strong year to date, 2026 overall, and it is on track to grow at least 35 percent this year and approach $350 million of net revenue in 2026. METHODIQ is showing great promise after launching only several months ago. We expect the brand to deliver first-year revenue ahead of SpoiledChild's first year and with huge potential for the future. Both SpoiledChild and METHODIQ are building ambitious plans for 2027, and we will update you in coming months. For IL MAKIAGE, we continue to work extremely hard with our main ad partner to solve the algorithm dislocation and remain hopeful that we are on path to normalization. We worked day and night to solve the algorithm dislocation, and we continue to believe, based on data that we see, that it is technical in nature, solvable, and has nothing to do with the brand runway. Big picture, we remain bullish on ODDITY's future despite our recent customer acquisition cost challenges. We are working tirelessly to strengthen our business, move past the dislocation, and return to playing offense in what we see is one of the most attractive markets in the world. Beauty and wellness has long been a large, resilient, and highly profitable growth market. We see the category in an exciting period of transformation today, with consumer demand for channel and product creating major shifts. Putting the current technical problem we face aside, we believe we are positioning our business to win in this moment and lead the next phase of growth. With over 70 million users on our direct consumer platform, we believe we have a clearer view than others on where the demand is and how to best serve the customer. Consumers are smarter than ever before. They have more information ready at their fingertips, and they demand more from their products, more efficacy, more personalization. The appetite for beauty and medicine is converging as a result. Consumers want real solutions to their pain points from the inside out. They are taking control into their own hands. A lot of that is happening online outside of regional channels like store or medical office. ODDITY's portfolio of trusted brands today is built to serve consumers across a full range of needs, spanning categories, and product types. From beauty to wellness to medical grade, from cosmetics to OTC to prescription products, the goal is to reduce friction and deliver unmatched experience, best-in-class products, and precise treatment protocols that truly solve consumer problems and pain points. Let us look at hyperpigmentation as an example of how our integrated platform works and how we are building a moat with vision technology, personalized treatment regimens, and ODDITY Labs. Hyperpigmentation is a big success story for METHODIQ, showing higher customer satisfaction and retention signals, which is the best indicator for us that we are onto something great. Our plans for this market began with ODDITY's user data which showed us how much demand our user had for addressing dark spots and uneven skin tone, and also how unhappy they were with the current solution. With this insight, we made a deliberate push into app implementation and delivered something better. We built one of a kind user experience at METHODIQ, which includes computer vision assessment that identifies dark spots on the skin, the relevant data analysis are then passed to a METHODIQ provider who issues a personalized treatment plan aimed at maximizing efficacy and minimizing side effects. It might be prescription or non-prescription or both and can involve sequencing different products across several months to optimize for the best outcome. The entire experience is designed to mimic and improve upon a high-touch experience at the doctor's office, but with incredible convenience. One of METHODIQ's hyperpigmentation hero products is Mellan-X 509 powered by an ODDITY 1007 ODDITY Labs spotted molecule combination. It targets visible discoloration of the skin with reduced side effects. This is just the beginning of what we think ODDITY Labs can do in hyperpigmentation. We have additional molecules in development, and we are making good progress finding new pathways that we believe will help us tackle hyperpigmentation from multiple angles at once. This is just an example of how ODDITY's integrated platform is meeting unmet demand, and we are just at the beginning. The strong start of METHODIQ has increased our conviction in the medical-grade space. We are acquiring a more determined customer with attractive LTVs and good cross-sector characteristics. Acquisition costs are higher as compared to makeup, but we believe the AOV retention, as a result, expected paybacks justify the cost. Consumers are increasingly comfortable getting medical care online and looking to brands like METHODIQ for innovation and upgrading offerings to meet their needs. We are positioning METHODIQ to be a leader in this backdrop and launching new categories and products across 2027. This will build on our infrastructure of prescription and pharmacy fulfillment to better serve existing customers and also reach new audiences. The opportunity set is large and we are moving quickly. We plan to have more updates on this expansion in the coming months. Turning to SpoiledChild, we launched SpoiledChild around 4.5 years ago as a multi-category wellness brand. It has scaled faster than our expectation and is on track to approach $350 million of net revenue in 2026, which will put it more than a year ahead of the time it took IL MAKIAGE to hit that milestone. SpoiledChild continues to deliver very strong customer service cohorts metrics like AOV and repeated scale. 12 months net revenue repeat rates for the brand are well in excess of 100 percent today. As we said in prior calls, we believe SpoiledChild is being impacted by the algorithm dislocation issues IL MAKIAGE is facing, but to a lesser degree, and this has allowed us to continue scaling the brand. We are hopeful that as we work through the acquisition cost challenges with IL MAKIAGE, we will then be able to deliver efficiencies also for SpoiledChild. The strong consumer metrics we see in SpoiledChild give us confidence in the brand's future potential. We plan to continue to invest in the base direct-to-consumer business while heading new growth levers in 2027. Moving to IL MAKIAGE, where we continue to work on resolving our account dislocation with our largest advertising partner and returning to normalized audience and CPA. We continue to work very closely with this ad partner to fix the problem, and while we are not there yet, every day that passes is helping us get to fixing the issue. We and the ad partner are in intensive testing mode, and those tests are very important for solving the algorithm dislocation. Looking ahead on ODDITY level, we are hopeful the worst is behind us. As our guidance indicates, we have seen sequential improvement in the rate of the year-over-year revenue decline at ODDITY, and we expect third quarter net revenue will decline approximately 5 percent year-over-year. While ODDITY's revenue decline was severely impacted by the algorithm's dislocation, we are seeing relatively stable trends in other parts of the business that are less correlated to the acquisition spend. We continue to work hard on other advertising channels as well. Our goal for 2027 is for IL MAKIAGE to return to growth. We have an amazing pipeline of new products ready to support the brand once acquisition costs recover. We continue to work 24/7 until this technical problem is fixed. We remain hopeful that the amount of resources and time we spend on it will lead to a resolution like any other big problem we faced since I started the business 14 years ago. Full power, non-stop hard work until fixing the problem, no other way. With that, I will hand it over to Lindsay. Thank you.

Unknown Speaker

Thanks, Oran. Let us turn to our second quarter results, which I will refer to on an adjusted basis. You can find the full reconciliation to GAAP in our press release. Net revenue declined 25 percent versus the prior year to $181 million at the favorable end of our guidance for net revenue to decline between 25 percent and 30 percent. The decline was driven by a year-over-year reduction in sales of IL MAKIAGE, which continues to be adversely impacted by a dislocation in its ad account with its largest advertising partner. This dislocation continues to impact IL MAKIAGE's ability to reach the right audience and is driving sharply higher CPA, impacting acquisition revenue, most notably in first orders, but also in the portion of repeat orders that are sensitive to acquisition spend. For example, existing customers that see an ad and are motivated to buy again. We are also now seeing the compounding impact of lost repeat sales that would have naturally flowed through from customers making first order purchases early in the year. Specifically, ODDITY net revenue from first orders declined approximately 40 percent in the second quarter versus the prior year, driven by IL MAKIAGE. Net revenue from repeat orders declined approximately 20 percent in the quarter from the prior year period. AOV declined by approximately 8 percent in the second quarter versus the prior year, largely driven by a decline in IL MAKIAGE AOV. The decline in IL MAKIAGE AOV was driven by the above-mentioned reduction in first orders, which carry higher AOV than repeat. It was additionally impacted by product mix shift away from IL MAKIAGE skin. Gross margin was 68.7 percent in the quarter compared to 72.3 percent in the prior year. Gross margin compressed approximately 360 basis points year over year, driven in part by the decline in AOV. We delivered adjusted EBITDA of $13 million ahead of our outlook for adjusted EBITDA of $8 million to $10 million. The year over year decline versus the prior year was largely driven by the IL MAKIAGE algorithm dislocation, which has two primary impacts on our P&L. First, significantly higher CPA versus the prior year. Second, the decline in revenue and resulting deleverage on our fixed costs. Adjusted EBITDA was also negatively impacted by our decision to ramp acquisition spend for SpoiledChild in support of faster revenue growth, where our upfront investments support attractive 12-month contribution margins. Operating expense as discussed on prior calls, our approach is to balance sustained growth investments with finding cost efficiencies to support the bottom line. This has translated into continued investments in areas like ODDITY Labs and our technology infrastructure, with some greater filtering and prioritization around projects where we see nearer-term payback potential. We remain bullish about the potential for ODDITY Labs to provide real differentiation in product efficacy and experience with many applications in our portfolio, and the hyperpigmentation example from Oran is just one area. We also continue to invest in areas like aging, where our molecules have shown early in vitro promise in increasing collagen synthesis and reducing aging markers. Moving down the P&L, adjusted diluted earnings per share was $0.20 for the quarter. Free cash flow increased by $14 million in the quarter and decreased by $8 million in the first half of the year. Our inventory investments year-to-date include purchase commitments made last year in anticipation of much stronger revenue results for IL MAKIAGE, as well as inventory purchase to support growth in SpoiledChild and METHODIQ. IL MAKIAGE today continues to work through excess inventory, and we plan to be in better balance in 2027. We exited the quarter in a strong liquidity position with $561 million of cash, cash equivalents, and investments on our balance sheet. Our $350 million in credit facilities remain undrawn. During the quarter, we continued to act on what we believe is an attractive price for our shares. We repurchased 5.6 million shares in the period for $80 million. This brings our total year-to-date repurchase amount to 11.7 million shares for $163 million, which reduced our ordinary shares outstanding by approximately 20 percent. Approximately $87 million remains outstanding on our $200 million buyback authorization. Separately, in March, 857,000 shares were removed from our public float to Oran Holtzman's open market purchases. In June, we repurchased $50 million face value of our 0 percent June 2030 exchangeable notes at a discounted price of $35 million. We will continue to be opportunistic in managing our capital structure in order to drive shareholder value. Turning to our outlook, for the third quarter, we expect net revenue to decline approximately 5 percent year-over-year, a meaningful sequential improvement versus the first half as we believe the worst of the acquisition-driven revenue pressure is behind us. We expect adjusted EBITDA to be between $18 million and $20 million. For the full year, we expect net revenue to decline approximately 19 percent year-over-year, driven by the decline in net revenue in first half and we expect adjusted EBITDA will be between $30 million and $32 million. And with that, I will turn the call back to the Operator for questions.

Operator

[Operator Instructions] Our first question is from Dara Mohsenian with Morgan Stanley. Please proceed.

分析师问答

Dara Mohsenian

Oran, it sounds like you feel comfortable we are moving towards solving the ad dislocation issue here in 2026. Just if we assume the problems are resolved by year end, any thoughts around ability to grow the IL MAKIAGE brand in 2027? Should we anticipate a more normalized environment, typical revenue growth year based on the normalized factors behind the brand, or does some of this issue potentially linger, compound in '27? And then second, just SpoiledChild continues to grow at a strong pace. You mentioned you are ramping up spending for the brand. Can you just touch on international plans for that brand over time, line of sight to making a broader international push in your decision process there now that the brand has scaled so nicely?

Oran Holtzman

Yes, good morning. We believe that once we solve the problem, we plan to continue to go back to growth with IL MAKIAGE. We have amazing products in the pipeline. We are not there yet. We did not solve it yet. But we believe that we are closer than before because from all the data that we see so far in terms of the root cause of what happened, it looks like there is an audience drift from the algorithm, and we are trying to retrain it. Once it is behind us, we are back to growth. As I mentioned, we have an amazing plan that we did not execute because of this problem and they are ready to play. As for SpoiledChild, SpoiledChild showed great demand, and as you can see by the numbers, we continue to expand it internationally. And that is it. We have amazing more than 8 products and categories for next year for SpoiledChild, so we are very bullish.

Operator

Our next question is from Brian Tanquilut with Jefferies. Please proceed.

Brian Tanquilut

Lindsay, as I think about the EBITDA guidance, how do we think about your assumptions on number one, the seasonality? Because typically I think fourth quarter is up sequentially in revenue versus third quarter. So curious what is driving that. And then when we think about repeat revenue rates versus historical trend, I mean, what is that assumption? Or maybe even versus what we saw in the first half of the year, what is that assumption embedded in the balance sheet?

Unknown Speaker

Thanks. As we think about the sequential dynamic and the seasonality of the business, there is really no broad strokes change to how we think about the business. The first half of the year tends to be stronger for us for acquisition, and then we allow revenue to flow through in the second half. Obviously, this is a unique year because so much of our acquisition activity was, you know, that moment of time was spent towards testing. So the seasonality for this year will be a little bit different, and it is too soon for us to tell you what seasonality will look like on a go-forward basis. As it relates to repeat trends, continue to be very strong as a company level. We remain well in excess of 100 percent net revenue repeat rate over 12 months. And despite some of the challenges with IL MAKIAGE, we do continue to see strong repeat flow through, which is, you know, part of why we are expecting the sequential improvement in the second half of the year relative to the first half of the year. And in addition, we get very strong repeat from SpoiledChild.

Operator

Our next question is from Anna Lizzul with Bank of America. Please proceed.

Anna Lizzul

I was wondering if you could elaborate a little bit more on any learnings that you had from this process as you went through the remediation and anything where you have learned about your business model a bit more, about how much more resilient, flexible, anything that might need to change going forward now that you went through this process. Thanks.

Oran Holtzman

Yes, first of all, we learned a lot. The past few months were very intense in terms of media buying world. I must say that we thought that we know a lot, but now after those months, we are very deep in the details and learning every day better how those algorithms work. We increased our efforts both to fix the problem, but to make the business more resilient moving forward, including more distribution and more channels. We have nothing yet to announce, but once we have, we will. We believe that the key of the business is data, and in order to continue to have that ability, we need to remain focused. A big portion of the business must remain D2C. That is our strength, and we need to continue to work with those ad partners. By the way, the way that we work now with the ad partner and their commitment and like it is unbelievable. We are very happy for that, and we trust their team to help us navigate and solve this problem. And that is it. So we continue to work on both fixing the problem and distribution and channels.

Unknown Speaker

I will just add one more thing. You can see the resiliency of our model today in the fact that we have a lot of great things to talk about with respect to SpoiledChild and METHODIQ, even though we do navigate these challenges with IL MAKIAGE. So relative to when we first came public or even started building the business, we have way more brands, categories, and products for the business to rely on than in the past, and that will continue to grow.

Operator

Our next question is from Youssef Squali with Truist Securities. Please proceed.

Youssef Squali

Lindsay, your annual revenue growth guide for negative 19 percent implies fourth quarter growth, I think, of negative 10 percent to 11 percent, which is quite a deterioration from the negative 5 percent you are guiding to for third quarter. So what accounts for that deterioration? Is it just conservatism and lack of visibility, or are you seeing something in third quarter that is not sustainable necessarily? Thank you. And then on the other revenue line, it was up 8 percent. That was a bit of a surprise. I know it is small, but what were the drivers for that and how sustainable is it?

Unknown Speaker

Thanks, Youssef. So on revenue, we are for third quarter guiding to a 20-percentage-point sequential improvement relative to where we were in second quarter in the first half of the year, and that is because we believe the worst of the acquisition-driven dislocation is behind us. We are seeing the benefit of more repeat in our base business in the first half of the year, and also SpoiledChild has been strong. As it relates to the fourth quarter, we want to be conservative since we do not know yet how we want to allocate our spending budget, how much goes towards testing, for example, which is inefficient for revenue generation, so we are leaving some room for the fourth quarter pace to slow, third quarter. I would note this is a real outlook for us. There is a lot of unknowns still, as opposed to a sandbagging story, but that is generally the approach here. Other is Israel, and that market has been volatile, as you know, given some of the dynamics with the war there and our store base there.

Youssef Squali

Okay. Got it. Thank you.

Operator

Our next question is from Scott Schoenhaus with KeyBank Capital Markets. Please proceed.

Scott Schoenhaus

Traditionally, I thought of your business model as IL MAKIAGE funneling in new customers to support growth in SpoiledChild. But clearly, you are seeing a lot of growth without that. Can you talk to us about your marketing strategy here in customer acquisitions? How that is changed since the disruption with SpoiledChild. And then on METHODIQ, could you talk more about the investments needed here and maybe what you are planning on for the 2027 selling season here with these new products you talked about, pigmenting hyperpigmentation, but also clearly going into more acute areas. Maybe talk to us what kind of investments you need and what kind of growth you are targeting. Thanks.

Oran Holtzman

Sure, I will start with SpoiledChild. We see and we saw great demand, despite the fact that we believe that this dislocation is having some impact but less a degree than IL MAKIAGE. Even so, we are still generating nice returns on the spend and have been able to scale materially. As for METHODIQ, we launched it less than 1 year ago. We are very happy from the beginning of the brand, from how it started. We expect the brand to deliver higher revenue than SpoiledChild did in its first year, although SpoiledChild was unbelievably strong in its first year. We launched with 30 products with a great range of products for medical-grade makeup to specialized prescription protocols. One thing that surprised us out of the gate is our ability to drive demand for both personalized prescription and non-prescription products and treatment plans. For example, METHODIQ's hero product is hyperpigmentation with a series of prescription and non-prescription products. And the non-prescription product is ODDITY Labs, which is very encouraging for us. Looking forward, we have a consistent framework for the category expansion, big markets where we see meaningful demand, and where we can see that we can win. One category we are particularly excited about for next year is longevity and metabolic health. As a first step, we plan to deliver legally available prescription injectable and peptide therapies, and we are very bullish about that. That is it. We spent more than 3 years on building that growth engine, and we are very bullish about its potential.

Operator

Our next question is from Andrew Boone with Citizens. Please proceed.

Andrew Boone

Guys. Thanks so much for taking the question. It sounds like you have SpoiledChild and METHODIQ that are both doing well. Can we just step back and think about the progression of the business beyond this near-term marketing hiccup? How do we think about what you guys are doing for Brand Four? And then can you just talk about AI's progress within ODDITY Labs? Understood that is a step function change in terms of molecule development. What are you guys seeing there and how do we think about the benefits of just new technology and the evolution of molecules and how that is related to the business? Thank you.

Oran Holtzman

Brand Four. So we continue to grow both.

Unknown Speaker

The first one was on the evolution of our growth trajectory post, as we go forward, now that SpoiledChild and the --.

Oran Holtzman

SpoiledChild and METHODIQ. SpoiledChild, as I mentioned, has an amazing pipeline ready to launch for next year in new categories. And Brand Four, we plan to launch in 2027, also next year. As for ODDITY Labs, we continue to have great progress there. It is also an area that we invested a lot in the past 3 years. And as you mentioned, as you think about AI, of course, we can leverage it materially. It can speed up our processes and our molecule discovery there. We have a team that this is what they do in labs, and we are very bullish about the potential and the speed that it can bring to the business.

Operator

Our next question is from Ryan MacDonald with Needham and Company. Please proceed.

Ryan MacDonald

Oran, I think in the past, if I recall correctly, when you went from year 1 to year 2 on SpoiledChild, there was quite the large revenue jump in the business. And I think you talked about that it was a little bit faster of a pace than what you wanted initially when you were thinking about the scaling of that. And we are getting in towards the end of year 1 with METHODIQ here and heading into year 2. I guess, what did you learn from SpoiledChild's ramping and how is that informing your view for METHODIQ and the strategy there? And I guess, is it too early to see how you see trends in repeat rates for METHODIQ and, or what are you seeing there and how is that kind of building into informing that view for year 2? Thanks.

Oran Holtzman

For us, always the first few months is testing and trying to find the right audience and then fixing unit economics and then scaling. That is what we did with SpoiledChild, and that is what we are planning to do with METHODIQ. Basically, there are less constraints from a growth angle in the first 2 years. Let me remind you that in SpoiledChild in year 3, we decided to spend less and to have constraint on revenue. We are not planning to have constraint for METHODIQ in next year. But keep in mind that the first few years of any brand, there is a cost, and we need to take it into consideration while we are building a budget, and that is what we are planning to do.

Operator

Our next question is from Georgia Anderson with Evercore ISI. Please proceed.

Georgia Anderson

Thanks for the question. I guess thinking about the business model of Try Before You Buy, I think you shifted kind of around 40 percent of acquisition revenue out of Try Before You Buy in first quarter. Wondering kind of where that mix is today. And if the kind of gross margin compression we saw in second quarter, you know, is that kind of a structural or recoverable, yes, so any clarity that would be great.

Unknown Speaker

Sure. As you know, a focus area for us has been remediating some of the signal distortion. And as part of that, we have shifted part of our acquisition away from Try and towards Buy. And we were able to do this without any notable impact on our unit economics. We believe in our current state we can move 50 percent or more of our acquisition to Buy from Try at a minimum. That said, we love the model. We have no plans to eliminate it. We think it offers a great value to consumers. So our focus is really on remediation and rebalancing as needed. On the gross margin question, we have always talked about our long-term gross margin expectations to be in sort of the high 60s. With all gross margin being a real target KPI for us. The target KPI for us is DC margin, contribution margin, gross margin after media spend. But just based on the range of products and brands, high 60s is kind of how we have pointed everyone to. That said, this year we did get a lot of deleverage based on the lower AOV, and we do not see that as structural. Once we have improvement in our in-app acquisition dislocation, we will be able to go back to optimizing for AOV, remember, we have removed all of those efforts and so we will be able to optimize better for AOV which supports our gross margin on a like-for-like basis.

Oran Holtzman

We have optimized METHODIQ's gross margin since it is early, so we expect to have meaningful improvement also there.

Operator

Thank you. This will now conclude our question and answer session. I would like to turn the floor back over to Mr. Holtzman for closing remarks.

Oran Holtzman

Thank you very much, guys. See you next quarter.

Operator

Thank you. This will conclude today's conference. You may disconnect at this time, and thank you for your participation.

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