Sarelly

Sarelly (originally Sarelly Sarelly) was born in Mexico City in 2022, founded by creative director Anna Sarelly and CEO Rémi Martini, a beauty veteran with time at L'Oréal, Coty and LVMH. The pitch was simple and, until then, mostly unfilled: premium, clean, high-performance makeup made by and for the Gen-Z Latina, with a look and language rooted in Mexican culture rather than borrowed from it. Products are 100% vegan and gender-free, and nearly every launch is co-created with the community, with drops decided by 100,000-plus votes so customers effectively design the range alongside the brand.

The brand turned cultural in-jokes into hero products — Telenovela Lipstick and Long Cow Lashes reimagine abuela beauty rituals and novela drama as modern color cosmetics — and rode that identity to become Mexico's leading premium beauty name online and the top brand on TikTok Shop Mexico. In 2026 Sarelly raised a $3 million seed round to fund a US push, landed on BeautyMatter's Future50 2026 list, and expanded into Free People, El Palacio de Hierro, Liverpool and 100-plus retail doors, with Ulta on the roadmap. It sits alongside Luna Magic and Vive Cosmetics in the wave of Latina-founded color brands building for a market the legacy players long overlooked.