You’ve probably seen them everywhere. Those oversized, pastel-colored hoodies with the curvy "Everything Comes in Waves" text or the beachy sun motifs. They are essentially the uniform for Gen Alpha and younger Gen Z right now. If you’re a parent, you’ve likely been asked for one. If you’re on TikTok, your feed has probably been flooded with unboxing videos featuring those custom-designed boxes. But for a brand that feels like it took over the world overnight, there is a lot of mystery about who is actually pulling the strings.
Honestly, the answer is way more "indie" than you might expect. This isn't some corporate rollout from a giant like Gap or H&M.
The Face of the Brand: Who is Lily Balaisis?
The person who owns Pink Palm Puff is Lily Balaisis. She isn't just a figurehead or a model; she is a teen entrepreneur from Toronto, Canada, who founded the company in September 2023. At the time of the launch, she was only 15 or 16 years old.
It’s a wild story. Lily basically turned her personal obsession with hoodies into a multi-million dollar business before she could even legally drive in some places. She’s often described herself as a "hoodie fanatic," claiming her closet was once overflowing with them. Instead of just buying more, she decided to make her own.
Is it a family business?
While Lily is the CEO and the creative force, she doesn't do it entirely alone. Her father, Linus Balaisis, serves as the company's president. This is pretty common for teen-run businesses—you need an adult to help navigate the complex legalities of incorporation, tax filings, and international manufacturing contracts.
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However, make no mistake: Lily is the one in the TikToks, Lily is the one designing the "preppy coastal" aesthetic, and Lily is the one who chooses which influencer gets a PR package. It is a family-supported but founder-led operation.
How Pink Palm Puff Became a Cultural Phenomenon
You can't talk about who owns the brand without talking about how they own the market. Pink Palm Puff didn't spend millions on traditional TV ads. Instead, Lily used a strategy that is basically "Gen Z Marketing 101."
- Scarcity and Drops: They don't just keep everything in stock. They do limited-time drops. This creates a "hunger" where kids feel like they have to buy it now or they'll miss out forever.
- The Unboxing Experience: Lily has mentioned in interviews that she took inspiration from Apple. Every product line—whether it's the hoodies, the "To Live For The Hope Of It All" line, or the swimwear—comes in a custom, aesthetically pleasing box.
- Hyper-Niche Aesthetic: The brand leans hard into the "preppy coastal" vibe. Think beach days, California sunsets (even though they're based in Canada), and soft pastels.
It’s basically the "club effect." When you wear a Pink Palm Puff hoodie, you aren't just wearing clothes; you're signaling that you're part of a specific online community.
Where are the hoodies actually made?
This is where things get a bit more "real world" and less "beach vibes." Despite the California-inspired branding, Pink Palm Puff is a Canadian company that utilizes global manufacturing.
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According to various industry reports and supply chain tracking, the brand manufactures its products primarily in China and Vietnam. This has led to some criticism from sustainability advocates. Because the brand is built on "fast fashion" principles—rapidly producing high volumes of trend-driven items—it has faced questions about labor transparency and environmental impact.
Most of their hoodies are made from a mix of polyester and nylon. While this makes them "puffy" and soft (hence the name), these synthetic materials are fossil-fuel-based. It's a trade-off: you get the viral look at a price point that, while high for a hoodie ($89-$100), is still "attainable" luxury for its target demographic.
The Business Reality: Is it a "Mini Empire"?
As of 2026, Pink Palm Puff has expanded way beyond just those first few hoodies. They’ve moved into:
- Swimwear: Launched in the summer of 2024.
- Loungewear: Matching sweatpants and pajama sets.
- Accessories: The "Couture Carry All" bags and holiday-themed drops.
- Tech: They even launched a dedicated PPP App on iOS and Google Play to handle the massive traffic during drops.
The brand has amassed millions of followers across TikTok and Instagram. When you see those numbers, you realize this isn't just a "hobby" anymore. It's a legitimate fashion heavyweight that is disrupting how traditional retail works. They don't need a store in every mall when they can reach every teen in the country through a 15-second vertical video.
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Common Misconceptions About Ownership
Because the brand is so polished, people often assume it’s owned by a big conglomerate like Shein or PacSun.
It is not. Pink Palm Puff remains an independent company. They haven't been bought out by a larger fashion house yet, though with the kind of revenue they are likely generating, those offers are probably sitting in Linus Balaisis's inbox right now. For now, the ownership remains within the Balaisis family.
What You Should Know Before Buying
If you're looking to grab some "PPP" gear, here’s the ground truth:
- Authenticity Matters: Because of the brand's popularity, there are tons of fakes on sites like Temu or AliExpress. If it isn't from
pinkpalmpuff.com, it's almost certainly a knockoff. - Check the Sizing: These are designed to be very oversized. If you're looking for a slim fit, this probably isn't the brand for you.
- Wait for the Drop: If the site looks "sold out," follow their Instagram. They usually announce drops a few days in advance.
The story of Pink Palm Puff is really a story about the power of personal branding. Lily Balaisis didn't just sell a hoodie; she sold a lifestyle that millions of kids wanted to be a part of. Whether the brand can sustain this level of hype long-term is the big question, but for now, the "Pink Palm" empire is firmly in the hands of its teenage founder.
Actionable Next Steps
If you are a fan or a parent trying to navigate the brand, here is what you should do:
- Download the App: If you want a chance at the limited drops, the app is faster than the mobile website.
- Verify the URL: Always double-check you are on the official site to avoid "scam" sites that use the brand's imagery.
- Look at the Fabric Care: Since many items use synthetic blends and "puff" printing, wash them inside out on cold to prevent the designs from cracking.