You’ve probably seen the oversized hoodies with the wavy text and the coastal-preppy aesthetic all over your TikTok feed. They’re everywhere. Honestly, it feels like you can’t scroll for five minutes without seeing a "get ready with me" video featuring a girl in a pastel-colored sweatshirt that costs nearly a hundred bucks. But while the brand seems like it dropped out of thin air to dominate Gen Alpha and Gen Z closets, there is a very real person behind the curtain.
So, who is the owner of pink palm puff?
The face and founder of the brand is a teenager named Lily Balaisis. She started the company in Toronto, Canada, when she was just 15 years old. Yeah, you read that right. While most of us were trying to figure out how to pass chemistry, she was building a multi-million dollar clothing empire from her bedroom.
The Girl Behind the Waves
Lily Balaisis isn't just a figurehead or a paid influencer for a big corporate machine. She actually started the brand in September 2023 because she was, in her own words, a "hoodie fanatic." She had hundreds of them in her closet. She knew exactly how she wanted a hoodie to fit—oversized, cozy, and with sleeves long enough to cover your hands.
It’s kinda wild to think about, but she didn't have some massive business plan at first. She just made something she liked. When she posted about it on social media, the internet basically exploded. People weren't just buying a hoodie; they were buying into Lily’s life.
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Is she the sole owner?
Technically, Lily is the CEO and the creative force, but she doesn't do it entirely alone. Her father, Linus Balaisis, serves as the company's president. It’s a family-run operation. Having her dad involved likely helped with the logistical nightmares that come with scaling a viral brand so fast—things like international shipping, manufacturing contracts, and legal trademarks.
The brand is officially based in Toronto, though it has a massive presence in the US and Australia. They recently opened a "Pink Door" HQ on Queen Street West in Toronto, which acts as a sort of clubhouse and creative hub for the brand.
Why Everyone is Obsessed with Pink Palm Puff
Honestly, if you look at the product objectively, it’s a hoodie. But Lily understood something that legacy brands like Hollister or Abercrombie have been struggling to figure out lately. She understood community.
The "Everything Comes in Waves" slogan resonated because it felt authentic to the "coastal granddaughter" aesthetic that was trending. But the real magic was in the scarcity. Lily didn't dump 50,000 hoodies on the site at once. She did small drops. She used "behind the scenes" content to make her followers feel like they were her friends.
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- The Price Point: These aren't cheap. We're talking $80 to $100 for a sweatshirt.
- The Vibe: Preppy, pastel, and "coastal."
- The Marketing: Almost entirely TikTok and Instagram Reels driven.
Lily frequently addresses her "PPP fam" directly. She talks about her design process, her favorite colors, and even calls out scammers who try to sell fake versions of her designs on Amazon. That level of transparency is exactly what younger shoppers crave. They don’t want to buy from a faceless corporation; they want to buy from Lily.
The Business Reality: Is It All Just Hype?
It’s easy to dismiss a teen-led brand as a flash in the pan. But the numbers don't lie. Pink Palm Puff won a 2024 Global Recognition Award for its market strategy. They’ve sold thousands of units and expanded into sweatpants, pajamas, and even swimwear.
There is some criticism, of course. Some people point out that the brand falls into the "fast fashion" category because of its rapid production cycles and use of synthetic materials like polyester and nylon. Most of the manufacturing happens in China and Vietnam, which has sparked some debate about labor transparency.
But for the target demographic—the tweens and teens who are obsessed with the "aesthetic"—those details often take a backseat to the status of owning a genuine "Puff."
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What You Should Know Before Buying
If you're looking to grab something from Pink Palm Puff, you need to be quick. Because the owner of pink palm puff uses a drop-style business model, the most popular items sell out in minutes.
- Follow the Socials: If you aren't on their TikTok or Instagram, you'll miss the drop announcements.
- Watch for Fakes: Because Lily is so successful, there are tons of "dupes" on Amazon. They aren't the same quality, and they aren't the real brand.
- Check the Sizing: Everything is designed to be "super oversized." If you want a normal fit, you usually have to size down.
Moving Forward with the Brand
Lily Balaisis is moving fast. She’s already teased more pop-up shops (like the one at The Grove in LA) and more lifestyle products. She’s essentially becoming the Ralph Lauren of Gen Alpha, but instead of polo shirts and country clubs, it’s hoodies and beach vibes.
If you’re trying to start your own brand or just curious about how she did it, the takeaway is pretty simple: find a niche you actually care about. Lily didn't reinvent the hoodie; she just made the version she wanted to wear and told a story about it.
Keep an eye on the official website and their YouTube Q&As if you want to see Lily herself explain the next steps for the company. She’s very active in the comments, and that’s probably not going to change anytime soon as they continue to scale.