LONDON — Healf, a leading online retailer selling premium wellness products, has closed a multimillion-dollar funding round led by Iris Ventures, an international growth equity firm specializing in next-generation lifestyle and health-focused brands.

Launched four years ago by brothers Lestat McCree and Max Clarke, Healf has become one of the U.K.’s fastest-growing well-being companies. It has built a reputation for its polished curation, clear communication and a personalized approach to well-being.

The company has been able to scale quickly in what remains a fragmented market in the U.K., populated by pharmacies and retail chains that are often cluttered with product — and the opposite of aspirational.

Healf has a growing community of 325,000 customers and 282,000 followers on Instagram, and is on track to post $100 million in revenue by the end of 2025.

The plan is to expand Healf across Europe and capitalize on the booming wellness trend. The personal health and well-being category alone is estimated to be worth $1.8 trillion globally.  

Healf’s approach is to help people take control of their health with a holistic approach that’s focused on the basics: eating, moving, sleeping and mindfulness.  

The site stocks more than 4,000 curated products to tend to those needs, and helps customers personalize their approach.

Healf is also packed with slick editorial images and articles on how to lower cortisol levels naturally; special massages for lymphatic health; and how to bring “more brain-soothing beauty into your life.”

Customers take surveys to help them target the best remedies, and there is also an AI assistant that doles out recommendations about gut health, sleep habits and how to manage stress and anxiety.

McCree said he and Clarke started the company because “well-being shouldn’t feel overwhelming — but it so often does. From Day One, Healf has been dedicated to cutting through the noise with simplicity, credibility and curation.”

He added that the company’s trademarked Four Pillars strategy focused on eating, moving, sleeping and mindfulness acts as a compass, and helps the founders deliver on quality, service and product offerings.

Clarke said he and his brother were inspired by their own well-being journeys and have experienced the “tangible and synergistic benefits that accompany a holistic approach to well-being — a major unlock we believe all consumers deserve access to.”

Florian Wojewodzki, partner at Iris Ventures, said “we quickly understood that Max and Lestat were a rare breed of founders. They are mission-driven brothers exemplifying laser focus and militant execution at every turn.

“Their uncompromising pursuit of product, innovation and customer journey excellence has been a masterclass, and propelled Healf to the forefront of health and wellness disruption. The company’s highly engaged and growing community is a testament to its standout offering and the consumer trust it has so deservedly earned,” Wojewodzki said.

Montse Suarez, founder and managing partner of Iris Ventures, said that “with smart retail curation, personalized tech, and habit-forming products, wellness is no longer an add-on — it’s seamlessly woven into everyday life. We’re seeing a powerful shift from reactive fixes to proactive strategies.

“Max and Lestat recognized this early on and, with unwavering focus on excellence, have rapidly built an exceptional business. We’re proud to partner with them and to help shape the future of well-being together,” she said.

Iris Ventures is a thematic fund targeting European, U.K. and U.S. high-growth customer-centric brands and tech-enabled solutions across consumer sectors including beauty, health, wellness, family, lifestyle, nutrition, daily tech and modern commerce.

Recent investments have included Maurten, a global sports nutrition company based in Sweden; Biomel, a plant-based gut health brand; and Superlativa, a drug- and hormone-free supplement that aims to help manage stress and regulate women’s levels of cortisol.