9 Top Beauty and Wellness Startups to Watch in 2024

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 wellness and beauty startups to watch in 2024 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 2024 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. 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. Kosterina

  • Location: New York City, New York
  • Funding: Seed, $5 Million

Kosterina is a wellness startup that creates products centered around olive oil. In addition to their line of olive oil-based skincare, the startup also offers an array of food products. 

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. 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.

6. 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.

7. 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.

8. 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.

9. The Nue Co.

  • Location: New York, New York
  • Funding: Series B, $35.5 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.

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