It’s not every day that a Macquarie graduate earns a place among Forbes’ 30 Under 30 while running an industry-leading skincare brand. Rachel Wilde exemplifies the qualities of an innovative and driven Macquarie graduate. Her journey stands as an inspiration to alumni and students alike, showing how education, resilience, and community can come together to achieve remarkable outcomes.

Ms Wilde, who graduated from Macquarie University with a Bachelor of Marketing and Media in 2018, has done just that. Since co-founding tbh Skincare in 2019 with her mother, the brand – now rebranded as The Breakout Hack – has become a leading Australian company focused on blemish care with an emphasis on science and community-driven storytelling.

Reflecting on her time at Macquarie, Ms Wilde highlights how her degree prepared her for her entrepreneurial journey.

"I absolutely loved my time at Macquarie and feel grateful for such an immersive experience. Marketing and Media was a small cohort, so I was surrounded by like-minded, driven peers that pushed me to succeed." Her academic achievements back this statement, as Ms Wilde excelled in her studies, achieving top marks in her cohort, winning the Department of Marketing and Management Prize for Marketing Strategy, and expanding her horizons with an exchange semester at Oxford Brookes University.

After graduating, Ms Wilde started her career in medical device sales, which exposed her to innovative skin-health technology. Her 13-year personal battle with acne motivated her to take her knowledge and create a brand that would challenge the stigma surrounding skin conditions. "My goal was to introduce a brand backed by science but communicated in a relatable and fun way. That approach struck a chord with young people and positioned our products as market leaders."

Her wider vision led to the creation of York St Brands in 2023, a corporate umbrella designed to manage multiple brands while maintaining a focus on innovation and effective leadership. "YSB allows us to tackle consumer problems on a larger scale while holding onto our belief in combining science with community and storytelling," Ms Wilde explains. "As our business has grown, we’ve transitioned from a start-up hustle to a corporate structure that supports long-term sustainability."

Ms Wilde remains deeply connected to Macquarie University, contributing to initiatives like Acne Awareness Month on campus. She has also employed five Macquarie graduates for her team, providing them with the opportunity to grow professionally. "I’ve absolutely loved working with my fellow graduates; two of them were among my first hires and are now senior team members."

She encourages aspiring entrepreneurs, especially women, to take action. "Just start. Don’t wait until everything is perfectly planned – businesses evolve along the way," she says. Her advice is clear: "Validate your idea, ensure product–market fit, and focus on solving real problems that people care about."

For Ms Wilde, staying true to her purpose has been key: "It’s important to stay connected to your 'why.' For me, it’s always been about helping people feel better in their skin and building a brand that sparks joy in a category that often feels overwhelming."

Rachel Wilde's bio

Rachael Wilde graduated from Macquarie University with a Bachelor of Marketing and Media (2018). A Forbes 30 Under 30 entrepreneur and brand builder, she co-founded tbh Skincare in 2019 (now The Breakout Hack) and has since scaled York St Brands’ portfolio, transforming consumer insights into category-defining businesses. As Chief Marketing Officer and Managing Director at York St Brands, she excels at interpreting market and customer trends to drive sales both online and in retail. Her unique approach to brand strategy has positioned tbh Skincare, Boost Lab and Bouf as trailblazers in the industry.

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