Perelel Health hits $100 million run rate and hires Rare Beauty CMO
Perelel Health surpassed a $100 million run rate in August and hired Ashley Murphy, former CMO of Rare Beauty, as its new chief marketing officer. The milestone came as Amazon sales grew 4x and DTC revenue nearly doubled, with 15% of total sales now coming from Amazon and 85% from direct‑to‑consumer subscriptions.
Perelel employs around 40 people, all of whom are women, according to the company. The brand said it became profitable at the end of 2024 after raising $40 million in total funding. Of its revenue, 15% comes from Amazon sales, which have grown fourfold over the past 18 months, while 85% comes from direct‑to‑consumer channels, 90% of which are subscription orders. Perelel also sells a limited selection of its products in Erewhon stores, which the CEO describes as a branding ‘billboard’ rather than a major revenue source.
“Amazon has [grown by] 4x, and the DTC business has almost doubled,” Victoria Thain Gioia, CEO and co-founder said.
“Great talent more than pays for itself very quickly,” Neda Daneshzadeh, co‑founder and managing partner at Prelude Growth Partners said.
Founded in 2020 by Victoria Thain Gioia, Alex Taylor and OB/GYN Dr. Banafsheh Bayati, Perelel has raised $40 million to date, including a $27 million growth round led by Prelude Growth Partners in November 2024 and a $6 million Series A in 2024 led by Unilever Ventures. The company’s investor roster also includes beauty brands such as Tower28, OneSkin and The Center from Prelude’s portfolio, and Hung Vanngo Beauty, Instacart and Lemme from Unilever Ventures.
What we know
According to CEO and co-founder Victoria Thain Gioia, the company surpassed a $100 million run rate in August of this year led by growth across Amazon and DTC subscriptions.
She attributes 15% of Perelel’s sales today to Amazon, which the team has built out over the past 18 months, and 85% to DTC sales, 90% of which are subscriptions.
“Amazon has [grown by] 4x, and the DTC business has almost doubled,” Gioia said.
Perelel has around 40 employees, all of whom are women.
Earlier this month, the company announced a round of buzzy hires including Ashley Murphy, the former chief marketing officer of Selena Gomez’s Rare Beauty, to serve as its CMO.