Mexican Beauty Startup “SARELLY” Secures $3 Million Ahead of Major Target Expansion

“SARELLY” Raises $3 Million for Target Expansion

Mexican beauty startup “*SARELLY*” is preparing for its biggest move in the US yet after raising $3 million in a bridge funding. This round will assist in launching in more than 600 Target stores across the United States.

SARELLY aims to end up launching 600 stores on Target.com as part of the retailer’s new Target Beauty Studio experience. The new capital comes as the company continues building its presence across Mexico and the United States.

Founded in Mexico City in 2022 by beauty creator Anna Sarelly and industry veteran Rémi Martini, the brand has positioned itself as more than a traditional cosmetics company.

Anna Sarelly and Rémi Martini — Target

SARELLY operates at the intersection of beauty, entertainment, and creator culture, developing products for a new generation of Latina consumers while building a community around the brand.

Its approach relies heavily on content and cultural storytelling rather than the conventional advertising model used by many established beauty companies.

The latest investment will primarily support SARELLY’s launch in more than 600 Target stores across the United States. The expansion will introduce some of the brand’s best-known products, including its Cow Lashes franchise, to a much larger American audience.

For SARELLY, the retail rollout represents a significant step in its evolution from a Mexican-born startup into an international beauty platform.

The company has also experimented with entertainment as part of its business strategy. Alongside makeup and beauty products, SARELLY has created original content, including its short-form telenovela franchise *Drama en la Chamba*.

The idea is to turn entertainment and cultural relevance into consumer demand, building an audience that connects with the brand before making a purchase.

“This bridge round gives SARELLY the resources to execute the most important retail expansion in our history,” co-founder and CEO Rémi Martini said.

With its Target launch on the horizon, the company is betting that its combination of creator influence, entertainment, and beauty can help it stand out in an increasingly crowded US cosmetics market.

The $3 million round gives SARELLY additional resources to make that bet as it takes one of the biggest steps in its young history: bringing a beauty brand born in Mexico to hundreds of stores across America.