Launch Date: April 2022
Geography: Kansas City, MO, US
Founders:
Executive Team: Matthieu Albrieux, Chief Financial Officer
Advisor: Marcel Lopez, Ex-Head of Operations, Rare Beauty
Board Member: Eric Perez-Grovas, Co-Founder and Managing Partner, Wollef
Notable Investors:
2026 Full Year Projected Revenue: $10M - $20M, according to industry estimates
Primary Category: Makeup
Other Categories:
Funding: Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 300
SARELLY was born in Mexico City in 2022 to fill a massive cultural gap: premium beauty made by and for the Gen Z Latina. Founded by Creative Director Anna Sarelly and CEO Rémi Martini (ex-L’Oréal, Coty, LVMH), the brand blends clean formulations, bold storytelling, and Latin humor to create products that perform and connect emotionally.
Our viral heroes, Long Cow Lashes and Telenovela Lipstick, reimagine Latin cultural symbols—from abuela beauty tips to novela drama—into modern, clean, high-performance makeup. Every launch is co-created with over 100K community votes, turning customers into collaborators.
Now Mexico’s #1 premium beauty brand online and the leading brand on TikTok Shop Mexico, SARELLY is scaling globally with 100+ retail doors and one mission: to make Mexican beauty a global force and celebrate culture through beauty that unleashes your spicy energy.
Insights: Rémi Martini, Co-Founder + CEO
Why now and why you?
Because the beauty industry is ready for authentic, Latin-led storytelling—and we’re already proving it works. SARELLY is leading Mexico’s new beauty wave with viral growth, retail traction, and profitability. We’re not following trends; we’re creating cultural moments.
Our generation—the Gen Z Latina—is bold, emotional, and connected. They want beauty that represents them. We’ve built that bridge through community co-creation, clean innovation, and unapologetic Latin energy.
With strong traction in Mexico and early US momentum, we’re uniquely positioned to become the first truly global Mexican beauty brand—one that doesn’t tone down its culture but amplifies it.
What fuels your competitive advantage?
Cultural storytelling, community co-creation, and data-driven growth. Every product is shaped by 100K+ consumer insights, ensuring instant product-market fit. Our Mexico-based supply chain keeps production agile and authentic.
We merge viral creativity with business discipline: EBITDA-positive growth, 50M+ TikTok views, and 100+ wholesale doors. Our emotional connection with the Gen Z Latina makes SARELLY more than a brand; it’s a cultural movement.
What’s your proudest accomplishment to date?
Turning Latin culture into a competitive edge, and proving it sells. In two years, we’ve built Mexico’s #1 premium beauty brand online, the top beauty brand on TikTok Shop Mexico, and achieved profitability. Most importantly, we’ve shown an entire generation that Mexican beauty belongs on the global stage.
What is the one thing you wish someone had told you?
That scaling a brand with soul is harder but infinitely more rewarding. Staying authentic in a world obsessed with shortcuts takes discipline, but it’s what builds longevity and trust.
What would you tell your past self before starting this journey?
Trust the process and protect your vision. The chaos, the setbacks, and the pivots all shape the story—but never let the noise make you smaller or less bold.
What does success look like in the next 3-5 years?
Becoming the #1 Latin beauty brand globally, recognized not only for growth but for reshaping representation. Our goal is to expand across the US and Latin America, while opening our first flagship in the US—inspired by the huge success of our central SARELLY in Mexico City, a vibrant concept born from Mexico’s iconic Central de Abasto. Within 3-5 years, we aim to reach $100M+ in annual revenue, remaining profitable, clean, and community-led. Because for us, success isn’t just about scale—it’s about proving that a brand built with Latin heart and Gen Z energy can lead the global beauty conversation.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: hypercurated “quiet beauty” minimalism.
Overlooked: cultural boldness. Consumers want authenticity, imperfection, and personality—not beige sameness. The future belongs to brands that feel alive.
How do you think the industry needs to evolve?
By making inclusivity tangible, not performative. Representation shouldn’t be a campaign; it should live in your supply chain, your storytelling, your founders, and your boardrooms. Consumers see through the rest.
If you could wave a magic wand, what one wish would you make for your business?
To accelerate our US retail expansion and global awareness, bringing the spirit, humor, and creativity of Mexican beauty to shelves everywhere. We want SARELLY to become a global symbol of Latin energy—clean, confident, and proudly made in Mexico.