An Australian startup founder has done the extreme after a group of 15 members of lifestyle platform Pretty Privilege got the brand’s name and logo tattooed on their bodies – prompting the co-founder and CEO to do the same.
The Gen Z-focused lifestyle membership platform offers members access to exclusive perks, luxury brand collaborations, major giveaways, and social events without requiring an influencer following.
Pretty Privilege co-founder and CEO Loughlan de Burgh initially thought the move was a joke when he first heard about it. But as it became clear the group was serious about permanently marking their loyalty to the brand, he decided he couldn’t stand on the sidelines.
“At first I genuinely couldn’t believe it – no one expects people to tattoo your brand on themselves, especially when you’re a startup,” de Burgh said.
“But when I realised they were serious, I thought, if they’re willing to back this Pretty Privilege community that hard, I have to meet them at that level, I couldn’t not be part of it.”
“For a startup, this is kind of the dream situation. What means the most to me is that they wanted Pretty Privilege on their skin because of what we have made it stand for; a negative term we have turned positive.
“You don’t get that level of commitment from a product, but more from a feeling and experience. It tells us we’re not just building something people use, but something people identify with. At this stage, when you don’t have huge budgets or scale, that kind of organic belief is everything, it’s basically your growth engine.”
De Burgh said the reaction speaks to a broader shift in how younger audiences engage with brands, particularly Gen Z’s focus on identity and belonging.
“Gen Z can smell inauthenticity from a mile away, and what they actually care about is whether something adds value to their life and identity. People might call it cult-like, but what it really shows is that community is the new currency. If you can create a space where people feel seen, included and elevated, they’ll ride with you, sometimes literally for life,” he said.
The move escalated further when de Burgh chose to get his own Pretty Privilege tattoo alongside members of the community – a decision he said was about matching the level of commitment being shown.
“It’s definitely not the ‘safe’ founder play, but Pretty Privilege was never built to be safe; if they were bold enough to do it, the least I could do was back them properly. I don’t regret it, if anything, it’s a constant reminder of the responsibility we have to live up to what we’re building.”
One member, Ebony Louise, flew from the Gold Coast to Melbourne to take part in the tattoo session, describing the community as a defining part of her experience with the brand.
“Pretty Privilege have a lot of merit when it comes to redefining what Gen Z women actually want in today’s society, and it’s become a beautiful cult community as a result, one that doesn’t focus on instagram follower count, but real inclusivity and friendship; I’ve met so many incredible people through Pretty Privilege,” she said.
“So I thought, screw it, I’ll get a tattoo of this startup’s name and logo, why the heck not – I’m hoping to be a member for the long haul! I was so excited about it they flew me down from the Goldy to get it done, and lo and behold, the CEO was there to greet us and get the tattoo too!”
“It was silly, but so fun, and it was a really unique way to feel like a member of something that feels less transactional and more like a community of likeminded Gen Z gals who enjoy the finer things in life without breaking the bank, which we know in this economy, is very easy to do.”
Pretty Privilege launched in 2024, making the gesture particularly striking for an early-stage startup still building its brand and audience. The move highlights an increasingly unconventional approach to loyalty, where community identity – not just product usage – is driving deep emotional investment.
