Here at Startup Savant, we love startup culture. That’s why we identified the most exciting, innovative, and creative wellness and beauty startups to watch in 2025 and beyond. From clean makeup to personalized skincare solutions — these are the best beauty and wellness startups to follow.
Best Wellness and Beauty Startups
Every year, new startups pull to the forefront of their industry through exciting innovation, tech, and industry-disrupting business models. We’ve rounded up the most exciting beauty startups of 2025 that startup-lovers, investors, and aspiring entrepreneurs should follow.
Disclaimer: With so many exciting beauty and wellness startups launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.
1. HeyDay
- Location: New York, New York
- Founder(s): Adam Ross, Michael Pollak
- Founded In: 2015
- Funding: Series B, $51.4 Million
- Investors Include: Lerer Hippeau, Level 5 Capital Partners, Fifth Wall Ventures
HeyDay is a skin care company that offers personalized facial treatments and curated product recommendations. The company aims to make professional skin care more accessible through its brick-and-mortar locations and virtual consultations. HeyDay’s approach combines expert esthetician services with a curated selection of high-quality skin care products to create a holistic skin care experience.
2. MERIT Beauty
- Location: Los Angeles, California
- Founder(s): Katherine Power
- Founded In: 2021
- Funding: Series A, $20 Million
- Investors Include: Sonoma Brands Capital, Marcy Venture Partners, L Catterton’s Growth Fund
MERIT Beauty is a minimalist makeup brand focused on creating multipurpose, clean beauty products. The company’s product line emphasizes simplicity and efficiency, catering to those who prefer a streamlined beauty routine. MERIT Beauty’s products are designed to be easy to apply and blend, often using fingers rather than brushes, making them ideal for on-the-go touch-ups.
3. Prose
- Location: New York, New York
- Founder(s): Arnaud Plas, Catherine Taurin, Nicolas Mussat, Paul Michaux
- Founded In: 2017
- Funding: Series B, $25 Million
- Investors Include: Insight Partners, Lerer Hippeau, Forerunner Ventures
Prose is a custom hair care company that creates personalized shampoos, conditioners, and hair treatments. The company uses an online consultation process to tailor products to each customer’s specific hair type, lifestyle, and environmental factors. Prose’s formulas are constantly updated based on customer feedback and new ingredient research, ensuring that its products evolve with customers’ needs.
4. Ceremonia
- Location: New York, New York
- Founder(s): Babba Canales Rivera
- Founded In: 2020
- Funding: Series A, $13 Million
- Investors Include: Backbone Angels, Sandbridge Capital, Female Founders Fund
Ceremonia is a hair care brand inspired by Latinx heritage, focusing on clean, natural ingredients and hair rituals. The company offers a range of products designed to celebrate and care for all hair types with an emphasis on sustainability and cultural traditions. Ceremonia also educates customers about traditional Latin American ingredients and hair care practices, helping to preserve and share this cultural knowledge.
5. Peachy
- Location: New York, New York
- Founder(s): Carolyn Treasure, Eric Zhang
- Founded In: 2019
- Funding: Series B, $25.1 Million
- Investors Include: Bare10 Partners, Talent Resources Ventures, Brand Foundry Ventures
Peachy is a skin care-centered beauty startup focused on preventative aging treatments — particularly wrinkle prevention. The company offers accessible Botox and other wrinkle-reducing services in a modern, approachable setting. Peachy combines medical expertise with a tech-forward approach, providing personalized treatment plans and progress tracking over time.
6. Moon Juice
- Location: Culver City, California
- Founder(s): Amanda Chantal Bacon
- Founded In: 2011
- Funding: Series C, $7 Million
- Investors Include: True Beauty Ventures, Able Partners
Moon Juice is a unique, disruptive wellness brand that creates adaptogenic supplements, skin care products, and functional foods. The company’s products are designed to support various aspects of health, including stress management, skin vitality, and cognitive function. Moon Juice emphasizes the use of herbs and natural ingredients, blending traditional wisdom with modern nutritional science.
7. Virtue Labs
- Location: Raleigh, North Carolina
- Founder(s): Melisse Shaban
- Founded In: 2017
- Funding: Series C1, $73.5 Million
- Investors Include: Jennifer Garner, Combe
An increasingly successful hair care startup, Virtue Labs utilizes a patented form of human keratin protein in its products. The company’s technology aims to repair and strengthen hair from within, addressing various hair concerns. Virtue Labs’ product line includes shampoos, conditioners, and styling products suitable for all hair types and textures.
8. Westman Atelier
- Location: New York, New York
- Founder(s): David Neville, Gucci Westman
- Founded In: 2018
- Funding: Series A2, $21.9 Million
- Investors Include: G9 Ventures, Imaginary Ventures, Prelude Growth Partners
Westman Atelier is a luxury clean beauty brand founded by celebrity makeup artist Gucci Westman. The company offers high-performance, consciously crafted makeup products that prioritize skin health. Westman Atelier’s formulations combine natural and safe synthetic ingredients to create products that are both effective and skin-nourishing.
9. Typology
- Location: Paris, France
- Founder(s): Ning Li
- Founded In: 2018
- Funding: Late Stage, $27.4 Million
- Investors Include: Alven Capital Partners, Firstminute Capital, Jaina Capital
Launched by the founder of Made.com, Typology is a French minimalist skin care brand that focuses on transparency and efficacy. The company offers a range of simple, vegan formulations with high concentrations of active ingredients. Typology’s approach includes personalized skin care routines based on a detailed online skin diagnosis, and its products come in minimalist packaging with clear labeling of ingredients and their purposes.
10. Three Ships Beauty
- Location: Toronto, Canada
- Founder(s): Connie Lo, Laura Burget
- Founded In: 2017
- Funding: Seed, $4.4 Million
- Investors Include: BDC Capital’s Thrive Venture Fund, Adventure Capital
Three Ships Beauty is a Canadian natural skin care brand committed to creating affordable, plant-based products with transparent ingredient lists. The company emphasizes the use of scientifically proven natural ingredients sourced from around the world. Three Ships Beauty also prioritizes sustainability in its packaging and manufacturing processes, aiming to make clean beauty accessible to a wider audience.
11. Pai Skincare
- Location: London, England
- Founder(s): Sarah Brown
- Founded In: 2007
- Funding: Series C, $31.7 Million
- Investors Include: Cap Invest, Famille C Participations
Pai Skincare, also known as Pai Beauty, is an organic skin care company that specializes in products for sensitive and allergy-prone skin. The company uses high-quality, certified organic ingredients and avoids common irritants and synthetic additives. Pai Skincare is known for its commitment to transparency, sustainability, and ethical production with a focus on creating gentle, yet effective formulations.
12. Hanni
- Location: Atlanta, Georgia
- Founder(s): Leslie Tessler
- Founded In: 2020
- Funding: Seed, $3.73 Million
- Investors Include: Fab Co-Creation Studio Ventures, Red Flyer Investments, Valedor Partners
Hanni is an innovative, sustainable shaving and body care brand designed to simplify and elevate the shaving experience. The company offers innovative products like its signature weighted razor along with plant-based shaving creams and body oils. Hanni focuses on creating eco-friendly alternatives to traditional plastic razors and shaving products, emphasizing both performance and sustainability in its designs.
