Trying to connect with Gen Z can feel like learning a new language — fast-paced, constantly evolving, and full of contradictions. But for Olamide Olowe, founder of the cult skincare brand Topicals, it’s second nature. At just 26, she’s not only part of the generation everyone’s trying to decode — she’s figured out how to turn their values into a brand that actually resonates.

Topicals isn’t just about skincare. It’s about mental health, racial inclusivity, and turning brand-consumer relationships into two-way conversations. That formula isn’t just winning hearts — it’s winning investors too. Olowe made history as the youngest Black woman to raise over $2 million in venture capital. As of April 2023, she’s secured a staggering $14.8 million, all while staying laser-focused on creating science-backed products for chronic skin conditions — products that go beyond aesthetics and beyond just Gen Z.

What really sets her apart? Community. For Olowe, building a brand is like building a nation. “You feel like it owes you something, but you also feel like you owe it something,” she explains. It’s not just marketing. It’s mutual loyalty. A give-and-take that’s rare in beauty — and clearly, working.

A New Era of Skin Positivity

The beauty industry has long championed perfection — clear skin, no texture, no flaws. But Topicals was never here to play by those rules. From the start, founder Olamide Olowe knew there was a gap in the market for people who didn’t see themselves reflected on shelves or in campaigns. “I felt like I never saw brands that truly represented me,” she said — and that’s exactly what she set out to change.

Topicals flipped the script. Instead of treating skin conditions like something to hide, the brand leaned into the real, the raw, and the everyday — eczema, hyperpigmentation, flare-ups and all. This wasn’t just about skin positivity; it was about rewriting the conversation entirely.

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With help from creative agency The Digital Fairy, Topicals tapped into a deeper cultural shift — one moving away from toxic beauty ideals and towards skin neutrality. No more pressure to love every blemish or “glow up” overnight. Just honesty, science, and community. And in a space where insecurity has been the default marketing tool, that honesty hit different.

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A Nostalgic and Empowering Aesthetic

Topicals’ creative direction is a love letter to early-2000s visual culture — but with a twist. By tapping into the playful, chaotic energy of Y2K aesthetics, the brand gave Gen Z something more than just nostalgia. It gave them the chance to reclaim the awkwardness of their teenage skin years through a lens of empowerment, humour, and celebration.

This wasn’t just a visual vibe. It was a full experience. From the scrapbook-style e-commerce site to interactive tools like a skincare quiz and a ‘skindex’ glossary decoding scientific jargon, Topicals built a world that felt personal, hands-on, and fun. A little chaotic, a little DIY — just like real skin.

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Visually, the brand embraced what most skincare lines try to hide: imperfection. Tie-dye textures mimicked the patterns of skin flare-ups, while playful graphics — flowers, cherries, stars, stamps — made even the rough patches feel like part of the aesthetic. It wasn’t about covering up. It was about turning the things people used to feel ashamed of into something unapologetically bold.

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Gen-Z's Aspirations from Beauty Brands

When it comes to beauty, Gen Z isn’t just looking for pretty packaging or viral hype — they want proof. In a conversation with Business of Fashion, Olamide Olowe broke it down: Gen Z might not have tons of disposable income, but they’re not about to waste what they do have. They want products that work, and they want receipts — think: before-and-after photos, honest reviews, and clinical results.

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But performance isn’t enough. What really earns their loyalty is storytelling. Gen Z gravitates toward brands that reflect who they are — messy, diverse, nostalgic, and deeply online. They want to see the LGBTQ+ community represented. They want to see different races, body types, and abilities included — not as an afterthought, but as the norm. It’s less about ticking boxes and more about painting a fuller, realer picture of beauty.

And here’s the kicker: Olowe says Gen Z isn’t even about age. It’s a mindset. It’s about being internet-native, values-driven, and emotionally plugged-in — whether you’re 19 or 59. The idea that Gen Z is flaky? Not true. They’re loyal — but only to brands that are honest, inclusive, and show up for them in meaningful ways.

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One of the biggest mistakes brands make when trying to appeal to Gen Z? Trying to be everything, everywhere, for everyone. According to Olamide Olowe, that’s a fast track to irrelevance. Instead, she built Topicals with sharp focus: for people with chronic skin conditions, who care about culture, community, and how skin impacts mental health. That clarity has been the secret sauce behind the brand’s success.

TikTok as Gen Z’s Search Engine

Olowe calls TikTok “Google 2.0” — and she’s not wrong. It’s where Gen Z goes to learn, discover, and connect. For Topicals, the platform has done more than just boost visibility. It’s sparked honest conversations around mental health, beauty standards, and the lived reality of having skin conditions. Product demos become storytimes. Testimonials turn into community therapy sessions. It's skincare, but make it real.

But while jumping on every new platform might seem like the move, Olowe urges brands to think strategically. It’s better to build slowly and intentionally than burn out chasing the next big app. If you’re going to show up, show up properly — with time, care, and a clear voice.

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For Olowe, a brand’s community isn’t just an audience — it’s a form of citizenship. Being part of Topicals means feeling seen, valued, and responsible for the space you’re in. That mutual respect is what drives real loyalty. It’s why community members aren’t just “customers” — they’re Spottie Hotties, a playful, empowering nod to the skin concerns many have grown up hiding.

Advice for Aspiring Gen-Z Founders

For the Gen Z founders coming up behind her — especially those from underrepresented backgrounds — Olamide Olowe keeps it real. Her message? Venture capital isn’t free money; it’s rocket fuel. It can accelerate growth fast, but only if you’re fully committed to building something big.

She stresses the importance of knowing exactly what you’re signing up for. Taking VC funding means playing the long game — and sometimes stepping away from your business down the line. It’s not for everyone.

Her advice: only raise if it fits your vision, and once you do, execute with focus and urgency. Be clear about what you're building, why it matters, and who it’s for — then get to work.

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Where Topicals Is Headed Next

Topicals isn’t slowing down. With eyes on the future, Olamide Olowe is expanding the brand’s impact beyond skincare products and into education, advocacy, and industry reform. One of her next big goals? Training 10,000 skincare professionals in psychodermatology and skin of colour by 2026 — a move that speaks to both the brand’s scientific roots and its commitment to real, lasting change.

Topicals has always been more than a skincare brand. It’s a movement powered by honesty, culture, and community. By staying true to Gen Z values — transparency, inclusivity, and emotional connection — Olowe has redefined what skincare can look like. Not just self-care, but self-acceptance. Not just beauty, but belonging.

As Topicals continues to grow, its impact is clear: this is what happens when you build with intention, stay rooted in purpose, and speak to people like they matter. Because they do.