Vasiliki Petrou, the former CEO of Unilever Prestige, has partnered with investment firm Semcap to lead a new vertical focused on beauty and wellness.
Semcap Beauty and Wellness aims to “capitalise on increasing consumer passion for living longer and better lives”.
The vertical will target “influential investments in high-growth, breakthrough products, services and technologies that support the modern consumer’s beauty and wellness goals”, Semcap said in a statement.
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“The strategy will seek to invest in clinically backed skin care, cosmetics, fragrances, hair care and personalised health solutions and technologies that support an increased consumer focus on living better, longer lives.”
The firm will seek to make majority or significant minority investments in companies in North America and Europe with “proven track records and demonstrable sales growth”.
Petrou, along with her own investment firm The Veralis Group, will execute the fresh investment strategy.
“There is a seismic shift underway within beauty and wellness, as consumers increasingly prioritise skin care, beauty and personalised longevity solutions,” said Walter Buckley, co-founder and co-CIO at Semcap.
“Wellness has increasingly become a vital, daily, personalised practice rather than a few discreet activities or purchases.
“No one understands beauty and wellness, and this ubiquity, better than Vasiliki.
“With extensive industry experience and a founder’s spirit, we are fortunate to tap one of the stars of the industry to execute this investment strategy.”
Petrou stepped down as CEO of Unilever’s Prestige Division in June 2024 after a decade at the helm.
She created the consumer goods company’s Prestige Division in 2014.
Under her leadership, Unilever Prestige experienced 13 consecutive quarters of volume-led growth thanks to its M&A strategy, and in 2023 generated €1.4bn in turnover.
Petrou oversaw the acquisition of ten brands in ten years, including premium skin care brand Dermalogica, ‘clean’ beauty line Paula’s Choice and biotech hair care K-18.
Prior to Unilever, Petrou spent more than 18 years at rival beauty giant P&G, working in several leadership roles including Global MD.
In October 2025, Petrou launched her investment fund The Veralis Group.
“The convergence of beauty, wellness, health, artificial intelligence (AI) and technology creates a tremendous opportunity, and I am thrilled to partner with Semcap to capitalise on it,” said Petrou.
“In addition to an impressive track record, the Semcap team shares my founder-first philosophy, and understands that amplifying the founder’s strengths, while delivering the necessary financial and operational support, accelerates the growth trajectory.
“I am excited to partner with this team to create purpose-driven ecosystems that empower founders, integrate science, and promote well-being.”
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