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The ‘Gen Z Boss and a Mini’ Knew Exactly What She Was Doing
” heard round the internet, sparking endless discussions, misogynistic insults, and tons and tons of memes.But for Rachael Wilde, the entire viral moment is exactly what she imagined when she launched her company, tbh Skincare, more than four years ago.“Having fun and being playful is at the core of our ethos as a business,” Wilde tells me via email from her home in Sydney, Australia.Wilde—who is, yes, Gen Z at age 27—co-founded the upstart acne care brand at just 23 and is now reckoning with a very modern challenge as a business owner: What happens when a silly video you make with your team on your social channels blows up and brings international attention to your brand?Well, it’s a bit nuts, but Wilde and her team (which, she says, is 90 percent women) are rising to the challenge. First up, they launched a “” bundle on their website to capitalize on the “huge increase” in web traffic and are now figuring out how to engage further with their new fans, especially in the US.