Mexican-Born Beauty Brand Sarelly Raises $3 Million

Mexican-born beauty brand, Sarelly, raised a $3 million bridge round to fuel its next stage of growth in the U.S., including expanding TikTok Shop, building out a local team and growing its retail footprint across the country.

Founded in Mexico City by creator Anna Sarelly and beauty executive Rémi Martini, Sarelly has built a beauty business around a very Mexican mix of product, culture, and entertainment, with a point of view that speaks to a broader generation of Latina beauty consumers across the Americas. 

The brand offers Mexican-inspired makeup and comes with keychains and charms for portability.

The round includes increased commitments from Wollef, Sandbox Studios and Semilla Ventures, alongside new backing from Silas Capital, Siddhi Capital and Pentland Ventures.

Sarelly will also take a major step in that U.S. expansion on September 10, rolling out to 600+ Target stores nationwide as part of Target Beauty Studio.

Sarelly was born and built in Mexico and is taking that model into the U.S. at a national scale, while keeping the cultural point of view that helped build the brand in the first place.