Top 11 Beauty and Wellness Startups to Watch in 2022

Women entrepreneurs working at a beauty and wellness startup office.

Here at Startup Savant, we love startup culture. That’s why we identified the most exciting, innovative, and creative beauty and wellness startups to watch in 2022 and beyond. From clean skincare to smart gyms — these are the hottest beauty and wellness startups to follow. 

Recommended: Learn how to launch your own company by reading our comprehensive guide, How to Start a Startup.

Best Beauty and Wellness Companies to Follow

Every year, new startups pull to the forefront of their industry through exciting innovation and industry-disrupting business models. We’ve rounded up the most exciting beauty and wellness startups of 2022 that startup-lovers, investors, and aspiring entrepreneurs should follow.

Disclaimer: With so many exciting 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. Saie

Location: New York, New York
Funding: Seed, Undisclosed

Saie is a clean-beauty startup that prioritizes affordability without sacrificing the quality of its line of skin tints, balms, kits, and more. Known for its effective branding, hardworking products, and celebrity endorsements (Gwyneth Paltrow is one of its investors), Saie is quickly becoming an icon of the clean beauty industry.

2. Kinship

Location: Corte Madera, California
Funding: Early Stage VC, $2.85 Million

Kinship is a clean and sustainable skincare line that aims to deliver effective and ethical skincare products that boast certifications from the Forest Stewardship Council (FSC) and Ocean Waste Plastic (OWP). In addition, each product is cruelty-free, GMO-free, reef-safe, and comes in packaging made of post-consumer recycled materials (PCR materials).

3. Parallel Health

Location: San Francisco, California 
Funding: Pre-Seed, Undisclosed

Parallel Health is a skincare startup dedicated to providing personalized, science-backed skincare solutions to support the skin’s microbiome and relieve skin issues such as acne, rosacea, and more.

Check out our interview with the co-founders of Parallel Health!

4. Golde

Location: New York, New York
Funding: Seed, Undisclosed 

Golde is a skincare and wellness company that prioritizes accessibility and approachability using single-origin golden turmeric. The startup has expanded from face masks to an impressive line of ingestibles such as coconut creamers, matcha green tea, and more. Now available in Target stores across the country as well as online.

5. Tonal

Location: San Francisco, California
Funding: Series E, $450 Million

Smart home gyms meet AI in Tonal, the fitness training equipment startup. Equipment is installed on walls and offers users expert-led coaching that is tailored to each individual’s fitness goals and needs. Tonal users can also access live-recorded fitness classes from their home gym.

6. by Humankind

Location: New York, New York
Funding: Seed, $4 Million

The sustainable personal goods startup by Humankind is dedicated to reducing single-use plastics in consumers’ daily lives. Its innovative personal care products range from mouthwash tablets to shampoo bars, all boasting clean ingredients and an impactful refill model to reduce waste.

Feeling inspired? Learn how to launch your company with our guide on How to Start a Startup.


Location: Oulu, Finland
Funding: Series C, $143.3 Million

ŌURA is a wellness ring that works to improve sleep and wellbeing by giving users daily feedback on their sleep patterns, movement, and daily activity, delivering impactful health insights. All of the user’s insights are then tracked in an easy-to-navigate app that provides health information for optimal wellbeing.

8. Flow Water

Location: Toronto, Canada
Funding: Private Equity, $45 Million

Flow Water is a Certified B Corporation born out of a desire to curb plastic water bottle waste by providing alkaline spring water in 100% recyclable and 68% to 75% renewable packaging. In addition to its delicious pure water, Flow Water offers water essenced with flavors like ginger and lemon or grapefruit and elderflower.

9. Kopari Beauty

Location: San Diego, California
Funding: Series A, $20 Million

Kopari Beauty is a clean skincare and beauty brand that creates hardworking products out of 100% pure coconut oil. The brand has made an impact beyond its quality-driven products, as well — it also aims to regenerate the earth and provide a more than livable wage and environment for its coconut farmers.

10. Curology

Location: San Francisco, California
Funding: Series D, $19.2 Million

Curology is a skincare prescription company that aims to provide topical prescription formulas to target every skin concern from aging to acne. The company’s customized ingredients and documented results have allowed it to grow exponentially in recent years.

11. The Nue Co.

Location: New York, New York
Funding: Series A, $10.5 Million

The Nue Co. is a supplement startup that is rooted in simplicity and creativity. Each product is created out of organic foods rather than isolated vitamins and is completely traceable. Recently, the company has taken these same principles and expanded into skincare products.

Recommended: Check out our full list of the hottest startups to watch in 2022!