Launched: 2021
Key Executives:
2025 Full Year Expected Revenue Range: $20 to $30 million
2025 Projected Offline Distribution Points: 100
Primary Category: Wellness
Other Categories: Technology / SaaS Platform
Key Markets: California, New York City, Texas
Retail Partnerships: Physician offices
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Prestige, Boutique , Professional , TikTok Shop
Funding Rounds: Venture Capital
Total Funds Raised: $8.5 million
Notable Investors / Funding Partners: Meridian Street Capital, L Catterton, Silas Capital, FAB Ventures,
Great Oaks Venture Capital, Peterson Ventures, Ken Landis, Nancy Twine
Notable Advisors: Lisa Bougie - Nike, Patagonia, Stitch Fix
Veracity was inspired by my own experience with the effects of compromised metabolic health. For years, I struggled with undiagnosed Hashimoto’s—an autoimmune disease that impacts the thyroid, a key metabolic gland.
Desperate, I found functional medicine, which treated my underlying root causes and allowed me to finally take my health back into my own hands. By transforming my metabolic health, I am now Hashimoto’s-free and the mother of two beautiful children.
Veracity was created so that people have access to the holistic solutions—and optimal health—they deserve. Veracity strives to meet its clients where they are and provide them with the necessary tools they need to take control of their health.
Insights provided by Allie Egan, Founder + CEO
Key business initiatives for 2025?
In 2025, our primary focus is solidifying Veracity as the leading and most trusted brand in drug-free metabolic health. By continuing to educate and empower our clients, we aim to highlight the transformative impact of our products on long-term metabolic health.
We are also dedicated to expanding and nurturing our subscription program, ensuring clients have access not only to our innovative formulations but also to holistic advice and personalized services designed to maximize their results. This includes providing tools and resources that integrate seamlessly into their daily lives, fostering a stronger connection between our brand and their health journeys.
Achieving profitability early in 2025 is a critical milestone. We plan to balance growth with strategic efficiency, scaling our operations while maintaining the exceptional quality and service that define Veracity. These initiatives align with our commitment to improving lives through science-backed, natural solutions for metabolic health.
What are you most proud of having accomplished?
We are incredibly proud of bringing scientifically proven, natural, and safe alternatives to the market as a solution to the growing reliance on GLP-1 drugs, like Ozempic. These medications are often prescribed without proper care and monitoring, leaving many individuals to face significant side effects and long-term health uncertainties.
Our approach prioritizes efficacy without compromise, offering natural and side-effect-free options that work in harmony with the body rather than overriding its natural processes. By providing a better path to sustainable metabolic health, we’re empowering individuals to take control of their health in a way that feels good both immediately and in the long term.
This accomplishment represents more than just product innovation—it’s a step toward reshaping the conversation around health and wellness.
What has been the biggest surprise?
The biggest surprise was how successful the launch of Metabolism Ignite has been. After years of hormone testing and uncovering that metabolic health issues were driving many of the hormonal imbalances and symptoms our clients were experiencing, we set out to create a product that really works on the root cause. We partnered with a leading scientist, studying metabolic health for the last 20 years to create Metabolism Ignite, and we knew the product worked from extensive clinical testing. But since launching the product the brand has grown 17x and gone from 5% subscription to 90% subscription.
This strong demand helped guide our strategic decision to pivot from offering a whole platform of hormonal health offerings to focus on metabolic health and our impact in the arena that powers every single cell in the body.
We are excited to continue to use our doctors and research team to bring the best nondrug innovation to the sector in 2025 and beyond.
What fuels your competitive advantage?
Achieving a healthy weight and optimal metabolic health is a struggle for many people. Too often, we are told, “This is normal,” blaming ourselves for not living life perfectly. But many of the factors that impede our health come from factors we have little control over—environmental toxins, cultural pressures, and modern lifestyles work against us, disrupting our metabolic health at the cellular level. Over 73% of the average American diet consists of ultra-processed foods.
And in a world flooded with GLP-1 drugs, Veracity remains committed to the science-backed, root cause approach to health it was founded upon. Veracity means “habitually truthful,” and it is our mission to help everyone find their truth—their root cause—and address it naturally, safely, and sustainably because, as our clinical work has shown when you treat the root cause, you see results.
Insight on the future of the beauty industry.
The future of the beauty industry lies in offering solutions that go beyond surface-level results and address the root causes of health and beauty concerns. Today’s consumers are more educated than ever about what’s good for them—and what isn’t. They’re demanding transparency, efficacy, and products that are as thoughtful about long-term health as they are about immediate results. While we’ve made great strides in understanding how certain ingredients and lifestyle choices impact our well-being, there’s still so much to learn.
What’s exciting is the growing shift toward treating beauty and health as deeply interconnected. The next era of beauty will prioritize what’s happening on the inside—hormonal balance, metabolic health, gut health—because these are the true drivers of how we look and feel. It’s no longer enough to mask imperfections or chase quick fixes; the future is about empowering people to feel their best from the inside out, offering solutions that not only enhance appearance but also improve overall vitality and well-being.
This approach requires a commitment to science-backed innovation and a willingness to meet people where they are on their health journeys. As the industry continues to evolve, I believe we’ll see a transformation toward a more holistic, health-first model that empowers people to achieve true beauty through better health.
What is the best piece of advice you’ve been given?
Listen to your customers and prioritize their needs above all else.
What is the best mistake you've ever made and what did you learn?
The biggest mistake I’ve made is working with partners (vendors, agencies, individuals) who aren’t aligned with my values as a human or in business. However, these negative experiences taught me the value of surrounding myself with team members and partners that I trust and genuinely enjoy working with. Entrepreneurship is already too hard. You need to bring joy into the everyday to be maximally successful and mentally sound.
What advice would you give to someone contemplating launching a beauty brand?
My advice to anyone contemplating launching a brand is to think about your personal opportunity cost of creating and working on your business. That answer is different for everyone but is invaluable in prioritizing how you want to fund and pursue growth in your business.
If you could change one thing in the beauty industry what would it be?
If I could change one thing in the beauty industry, it would be to eliminate all endocrine disruptors from products and packaging. The harmful effects of these chemicals—ranging from hormonal imbalances to long-term health risks—are well-documented, yet they remain pervasive, even in so-called “clean” beauty products. It's time for the industry to prioritize truly safe formulations and hold itself accountable to higher standards for the health and well-being of consumers.
