Zitcha powers THG’s next-gen retail media play for beauty brands

Australian retail media platform Zitcha has been selected by UK-based THG Ingenuity to power the retail media network for THG Beauty – the division behind major eCommerce brands such as LOOKFANTASTIC, Cult Beauty and Myprotein.

The deal will see Zitcha’s platform underpin a new digital retail media offering across THG Beauty’s network of more than 10 million customers, giving brand partners greater access to a highly targeted audience through full-funnel media activations.

THG Beauty Media’s new proposition aims to offer improved campaign flexibility and faster media bookings through a fully integrated, data-driven solution spanning onsite, offsite, influencer and experiential touchpoints. It comes as global beauty players invest more heavily in retail media to drive efficiency, relevance and stronger ROAS from marketing spend.

“We’re incredibly proud of our retail media offering as we move to the next stage of its evolution with THG Ingenuity and Zitcha,” Tom Mills-Webb, chief commercial officer at THG Beauty, said. “Over the past year, we’ve onboarded multiple partners and increased investment in our marketing services to revolutionise our proposition.

“We’re excited to see the evolution of THG Beauty Media over the next 12 months as we continue to grow and enhance our offering, providing better ROAS for our partners.”

The partnership is the latest win for Melbourne-based Zitcha, which recently signed Frasers Group to roll out its ELEVATE retail media network across brands like Sports Direct and FLANNELS, and launched Ocado Ads with UK grocer Ocado Retail. Last September the business also secured A$15 million Series A funding, led by US investment firm VMG Partners, to accelerate growth in the booming North American retail media market.

“This partnership is a perfect example of what retail media should look like – customer-first, tech-enabled, and results-driven,” Troy Townsend, group CEO and co-founder of Zitcha, said.

“THG Ingenuity and THG Beauty are setting a new standard, and we’re proud to power that shift. Our team is passionate about delivering more than just tech – we're here to help businesses like THG unlock the full potential of their media networks and build lasting value for their brand partners.”

Zitcha’s platform supports THG’s aim to reduce friction in the retail media process, offering advertisers a simplified interface and tools for smarter collaboration, workflow automation and data-led campaign optimisation.

THG Ingenuity operates as a global eCommerce infrastructure partner, enabling end-to-end digital commerce for major consumer brands.