Mexican beauty brand SARELLY is making its first major U.S. retail move with a point of view that is culturally specific, proudly maximalist, and aimed at an audience too often treated as an afterthought in the beauty aisle: Latinas.
The company, founded in Mexico City by creator Anna Sarelly and beauty executive Rémi Martini, has raised $3 million to support its next phase of growth in the United States. In an interview with this reporter, Martini, who moved to the U.S. to lead the expansion, explained that "the funding will help expand its TikTok Shop operations, build a local team, and grow its national retail footprint, without losing our Mexican DNA." Current investors Wollef, Sandbox Studios, and Semilla Ventures increased their participation, while Silas Capital, Siddhi Capital, and Pentland Ventures joined the round.
