Company Interview / The pretty powerful startup eyeing explosive Gen Z growth

Key points:

Pretty Privilege targets Gen Z with decentralised influencer perks and inclusive membershipRevenue is driven by strategic B2B partnerships and upcoming premium membershipThe business boasts over 45,000 members and strong investor backingExpansion to the UK and US is planned, with a focus on physical community events

Loughlan de Burgh from Pretty Privilege shares a unique approach to the lifestyle club space, focusing on benefits and experiences without influencer-driven marketing. De Burgh positions Pretty Privilege as a platform offering perks in wellness, lifestyle, beauty, hospitality, and travel, targeting anyone who resonates with these offerings, especially Gen Z and younger millennials. He notes that 84% of members are aged between 18 and 34, with a 91% female audience, and states the club’s success lies in decentralising influencer privileges to a wider audience.

De Burgh highlights a business model based on B2B partnerships, working with select brands eager to connect with Gen Z. He explains the company has been profitable on the B2B side since launching revenue streams in May this year. Catering to increasing demand, Pretty Privilege plans to introduce a premium membership by year-end with exclusive benefits from high-end brands. The club's rapid growth is backed by almost $1 million in capital raised from strategic investors.

Expansion is on the horizon, with de Burgh outlining ambitions to scale to the UK and, eventually, the US. He envisions significantly increasing membership numbers, focusing on in-person events to foster real connections and further differentiate Pretty Privilege from purely digital communities.