SARELLY is bringing its joyful, community-focused Latina beauty brand to Target Beauty Studio, our elevated beauty destination featuring dedicated Beauty Advisors, rotating product features and an expertly curated assortment of more than 1,600 products from 90 prestige, emerging and global brands.
We caught up with founder Anna Sarelly (one of Mexico’s leading beauty creators), and co-founder Remi Martini to talk about building a brand rooted in Mexican creativity, creating products designed with Latina beauty needs in mind and what it means to launch nationwide at Target.
Tell us about the inspiration behind SARELLY. How did the two of you come together to create this brand?
Anna: Beauty has been part of my life for as long as I can remember. I started creating beauty content more than 12 years ago while I was studying industrial design, and what began as a hobby eventually became my career. Through my community, I was constantly hearing from Latina consumers about beauty products that didn't quite meet their needs. We weren't seeing ourselves represented on beauty shelves.
Remi: My background is in beauty and consumer brands. I've worked with companies including L'Oréal, LVMH and Coty, and after moving to Mexico, I fell in love with the country, the culture and the creativity. Anna and I shared a belief that Mexican creativity deserves a bigger spotlight. We wanted to build a brand that starts with Latina beauty needs and perspectives rather than adapting products created for someone else.
Anna: We often joke that we're work spouses. We started collaborating, realized we shared the same vision and decided to build something together. From day one, we wanted SARELLY to celebrate Latin culture through beauty while creating products that deliver real performance.
What differentiates SARELLY from other beauty brands?
Remi: We start by listening. Our community is deeply involved in everything we do. Because we were born on social media and built our business direct-to-consumer, our community has been deeply involved in building the brand. We gather thousands of insights directly from consumers through social media, surveys and TikTok Lives, and that feedback influences everything from product development to shades, formats and launches.
Anna: We create products around the specific beauty rituals and needs we know firsthand. Whether it's lips, lashes or complexion products, we're paying attention to details that many consumers, especially Latinas, haven't always seen reflected in the market.
What are some examples of how Latina beauty needs informed your products?
Anna: The name of our bestselling Cow Lashes mascara comes from the Mexican expression ‘pestañas de vaca,’ used to describe naturally long, straight lashes that tend to grow downward. We took that very Mexican expression and turned it into a high-performance product designed specifically around that lash type.
We also think a lot about undertones, color and beauty rituals. For example, our lip products are inspired by the layering techniques Latinas have used for years to create dimension and shape. Those details may seem small, but they make a huge difference.
Remi: We see it as sharing Latina beauty expertise with the world. Just as K-beauty introduced consumers to new rituals and innovations, we want to showcase the unique beauty traditions and product needs that come from Latin culture.
Joy is a big part of the brand. How does it show up?
Anna: It's everywhere. We infuse humor, color and cultural references into our product names, campaigns and storytelling. For example, our bestselling mascara that I just mentioned is inspired by the naturally long, downward lashes of a cow, which is why it's called Cow Lashes.
We don't want the brand to take itself too seriously. We want people to smile when they discover us.
Remi: Performance always comes first, but joy is part of the experience. We think of ourselves as an entertainment brand as much as a beauty brand. Our content is designed to make people laugh, connect and feel part of a community.
What excites you most about launching at Target Beauty Studio?
Remi: It's an incredible milestone. SARELLY is one of the first makeup brands founded in Mexico that Target Beauty Studio is launching at scale in the U.S. Target has a strong reputation for discovering innovative brands and helping them reach new audiences.
Anna: What excites me most is introducing SARELLY to guests who may be discovering us for the first time. We've built a strong online community, but being on Target’s shelves gives people the opportunity to touch, test and experience the products in person.
Target also has such a strong beauty guest and Latina guest community. It feels like the perfect place for us to share our story and connect with even more people.
What makes Target and SARELLY a good fit?
Remi: Target Beauty Studio is all about discovery, which aligns perfectly with who we are as a brand. We also appreciate Target's commitment to working with founders. Those partnerships help entrepreneurs grow their businesses while bringing fresh thinking, innovation and new trends to guests.
For us, it wasn't just about distribution. It was about finding a partner that understood our vision and believed in what makes the brand unique.
Anna: I've been shopping at Target for years, long before this partnership. So being able to see SARELLY on Target shelves feels incredibly special. It's a dream come true and an opportunity to reach new guests while staying true to who we are.
What do you hope guests feel when they discover SARELLY?
Anna: I want SARELLY to be that beauty brand people keep in their makeup bag because it makes them happy. Whether someone is Latina or not, I hope they connect with the energy, the creativity and the joy behind the products.
Remi: Ultimately, we want guests to discover products that perform exceptionally well while experiencing a celebration of Mexican and Latin culture. That's what SARELLY Beauty is all about.
