Semcap backs Healf betting curation beats choice in wellness

Semcap Beauty & Wellness has committed a minority investment in Healf, a personalized well-being platform. The investment aims to support Healf’s platform development and international expansion. In July, the company launched in Germany, marking its first market outside the UK. 

Healf combines curation, diagnostics, wearable technology, and personalized recommendations and matches them to its users’ biology and lifestyle. It sells a collection of wellness products, such as supplements, beauty products, and wearable solutions. 

The wellness e-commerce company also offers home blood-testing kits, part of a service called Healf Zone. The zone uses blood biomarkers and other data the user shares to give tailored guidance and product recommendations. The new funds from the private equity firm are also expected to funnel into developing Healf Zone.

The investment reflects growing investor interest in technologies that are combining beauty, wellness, and health.

The beauty sector is increasingly merging with wellness, giving way to new innovations and technologies that target the two sectors of care for consumers simultaneously. Health and beauty are becoming further intertwined with platforms and products combining diagnostics, data, and personalized recommendations. 

“Healf reflects a clear shift in the consumer landscape. People are not simply looking for more wellness products — they are looking for trusted, personalized, and intelligent ways to understand what is right for them,” says Semcap.

Beauty meets biometrics 

Founded in 2020, Healf was built around its “Four Pillars of Wellbeing”: eat, move, mind, and sleep. This framework is tapping into a real industry trend. 

Innova Market Insights data shows that 28% of consumers globally say that a more holistic or multi-dimensional approach allows them to adopt a more self-sufficient approach to their health.Petrou says Healf combines strong execution with a deep understanding of the consumer. 

The market researchers’ top personal care trend for 2026 was “Tailored Touchpoints.” As this mindset extends into beauty, brands are taking a broader approach to personal care, combining appearance, wellness, and long-term health in increasingly personalized products. 

However, on the other side, Revieve has reported that 72% of consumers say they’re overwhelmed by the volume of new product launches across beauty categories, with younger consumers reporting the highest decision fatigue. 

Demand for wellness products keeps climbing, but the category’s saturation has handed consumers more choice, which some find themselves lost in. Supplements, diagnostics, wearables, and topicals increasingly compete for space in the same routine, with overlapping claims and few differentiators. 

Co-founder and CEO of Healf, Lestat McCree, says: “Wellness has a decision problem, not a product problem. There’s more noise, more opinions, and more options than any one person can ever hope to make sense of, which makes finding what works for your own well-being more challenging than ever.”

Platforms that filter bespoke solutions are positioning themselves as the correction. McCree expects the investment to allow the company to further build its personalized approach to wellness. 

In March, Healf was named the fastest-growing company in Europe in the Financial Times’ FT1000 rankings. It has also surpassed an annualized revenue run rate of £100 million (US$135 million). 

Crossing category lines 

Semcap’s investment builds on its commitment to partnering with consumer platforms at the intersection of beauty, wellness, health, and technology. This developing cross-category sector is a real market opportunity — but as McCree points out, consumers have more health data and product choice than ever, with still less certainty about what to do with either.

The partnership will work to cut through the noise with catered and targeted beauty and wellness solutions. McCree argues wellness has a decision problem rather than a product problem. 

“The [Healf] team has built a trusted consumer platform with a clear vision for where personalized well-being is heading,” says Vasiliki Petrou, managing partner at Semcap Beauty & Wellness.

“They combine strong execution with a deep understanding of the consumer, and that’s exactly the kind of high-growth platform we’re looking to partner with at Semcap Beauty & Wellness.”

The financial terms of the deal have not been disclosed. 

Semcap led the round alongside Pentland Ventures, Ami Capital, Active Partners, Sequel, Dara5, and Iris Ventures. Additionally, Claudia Schiffer, who became a Healf investor and ambassador for women’s health and longevity in January, joined the round alongside model and philanthropist Natalia Vodianova Arnault and over 40 athletes.