FasterCapital Backs Atenai London’s Innovative Fragrance Wellness Brand in LaunchUp Program
London, United Kingdom & Dubai, UAE – July 13, 2025
Atenai London, the first fragrance-led wellness brand transforming everyday rituals into luxurious mood-enhancing experiences, today announced a strategic partnership with global startup accelerator FasterCapital through its LaunchUp program. This collaboration aims to accelerate Atenai’s growth across the UK, EU, and US markets by leveraging FasterCapital’s extensive resources, capital, and global network to capture the booming £395.7 billion beauty and personal care industry.
The partnership comes at a pivotal time as consumers increasingly seek clean, consistent, and emotionally resonant luxury wellness products. Atenai London addresses a critical market gap where legacy brands fail to offer cohesive scent experiences across product ranges, frustrating users with mixed formulations and fragmented routines. With e-commerce capturing over 25% of the beauty market and organic cosmetics growing rapidly, Atenai is uniquely positioned to capitalize on this white space with its signature perfume-grade collections that nourish both skin and soul.
Atenai London’s innovative approach centers on fragrance as the foundation of wellness—not an afterthought. Its complete, scent-consistent product ecosystem spans body care, hair care, and home fragrances, creating immersive, mood-driven rituals that foster emotional well-being. Early traction includes 12+ SKUs, positive customer testimonials praising scent longevity and hydration, and planned expansion into scrubs, moisturizers, and subscription services. Atenai’s accessible premium pricing and unified scent identity differentiate it from competitors such as Rituals, Aesop, and Molton Brown, who lack full-range scent continuity.
Through FasterCapital’s LaunchUp program, Atenai London gains access to tailored mentorship, strategic guidance, and capital-raising expertise critical to scaling operations and retail footprint. FasterCapital’s rigorous selection process ensures only high-potential startups join the program, validating Atenai’s market opportunity and business model. The partnership will expedite product launches, grow inventory levels, enhance digital marketing efforts, and support entry into key retail channels including a first London physical store, as well as major online marketplaces.
Hesham Zreik, Founder and CEO of FasterCapital, stated, “Atenai London exemplifies the kind of innovative, consumer-centric brand that can disrupt the wellness and beauty sectors. Their unique fragrance-led approach addresses unmet emotional and practical needs in a massive global market. We are excited to support their journey through LaunchUp and help unlock their full growth potential.”
Nuno da Silva, CEO of Atenai London, added, “Partnering with FasterCapital is a game-changer for Atenai. Their global reach and expertise align perfectly with our vision to redefine wellness through scent. This collaboration accelerates our mission to build a cohesive, mood-enhancing ecosystem that connects deeply with consumers and drives meaningful growth.”
Looking ahead, Atenai London plans to launch two new fragrances by Q4 2024, open our first flagship store in London, and expand its product line while scaling digital and retail channels. The company is currently raising $500,000 USD to fuel marketing, inventory, and staffing initiatives, aiming to achieve profitability within the second year and deliver a projected 178% ROI by end of year 2.
About Atenai London
Founded to fill a void in clean luxury wellness, Atenai London is the first fragrance-led wellness brand offering perfume-grade, mood-enhancing collections that unify scent across skin, hair, and home care. With vegan, cruelty-free formulations and eco-conscious packaging, Atenai transforms everyday rituals into intentional experiences that nourish both body and soul.
About FasterCapital
FasterCapital is a global venture builder and online incubator dedicated to co-funding and co-founding innovative startups. Established in 2014, we are now #1 venture builder in terms of number of startups that we have helped, money invested and money raised. It supports startups worldwide through various programs, including funding assistance, business development, and technical support. The LaunchUp program is designed to help early-stage startups build scalable solutions with mentorship, strategic guidance, and network support.