Health, Wellness & Beauty
Scale on category economics, not standard finance.
Telehealth runs on payer contracts, multi-state prescribing, and HIPAA-grade data governance. Beauty runs on retail channel economics, formulation costs, and inventory that ties up cash exactly when you're growing. Supplements sit between them, with claims exposure and a subscription-plus-retail mix that complicates every forecast. Most finance teams treat these as one category: we've run all three, and the differences are where the money is.
Health, wellness, & beauty founders we’ve partnered with
Why founders in health, wellness, & beauty build with Propeller
Health, wellness, & beauty is converging faster than most finance teams can track. The same brand might run DTC subscription, retail wholesale, Amazon, and a clinical or telehealth arm at once, each with its own margin profile and its own compliance rules. Most finance teams treat it like standard CPG. It isn't.
Our teams know supplements, skincare, and consumer health inside out. We handle your budgeting, compliance, and investor relations across every channel you sell through, so your time goes toward product and growth instead of reconciling channel-by-channel P&Ls.
How our embedded teams support health, wellness & beauty companies.
Strategic planning, compliance navigation, and investor support that's actually built for this category.
Cash management
Get clarity through budgeting and forecasting
We build and maintain your financial roadmap across every channel you sell through, from DTC subscription to retail wholesale, so you know what's ahead and what it'll take to get there.
Operations
Navigate compliance without the headaches
FDA and FTC marketing-claim requirements aren't a line item you can ignore. We build compliance costs into your unit economics and help you understand what the rules actually mean for how you grow.
Operations
Focus on what you do best
We handle financial operations so you can spend your time on product, formulation, and the customer relationships that drive retention.
Strategy
Access category expertise
Our teams have guided health, wellness, and beauty companies from early stage through exit. Benefit from what we've learned along the way.
Strategy
Secure the right funding
With contribution margin and retention economics dialed in, we help you connect with investors who understand this category and negotiate terms that work for your business.
Strategy
Make decisions with confidence
Partner with people who understand where beauty, wellness, and health are converging. We help you evaluate new channels, retail partnerships, and category expansion for sustainable growth.
Built for health, wellness, & beauty
Eighteen years of financial infrastructure for the companies that built this category.
222
Clients served
3
Health & wellness unicorns
$3B
Capital raised
$11B
Enterprise value created
“During Dutch’s fundraising process, Anthony's experience supporting businesses through capital raises (including due diligence, pitch materials, and benchmarking) has given our team a resource we wouldn't otherwise access without adding senior headcount.”
Joe Spector
Founder + CEO
Pets served
1.2M
Raised (seed + Series A)
$25M
Dutch Pet • Big challenges and big ambitions
From Hims to Hounds: How Dutch Pet Built a Venture-Grade Finance Function
Increase in ARR
1,025%
Raised (Series A + B)
$21M
Cora • Keeping pace with growth
Cora's Growth Skyrocketed With a New Financial Model
Ready to build something remarkable?
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1,500+
Clients served
18+
Years of experience
26
Unicorns partnered with
$100B+
Enterprise value created
$29B
Raised by clients
230+
Exits
1,500+
Clients served
18+
Years of experience
26
Unicorns partnered with
$100B+
Enterprise value created
$29B
Raised by clients
230+
Exits
FAQs
Questions your board will ask.
A fractional CFO is one person, part-time, with no team behind them. Propeller's embedded teams put a full finance function — CFO, FP&A, controllership, and accounting support — inside your company, working in your weekly rhythms and board prep from day one.
Fractional relationships reset when the person's calendar fills up or they move on; embedded teams are built to scale with you from seed to exit. The distinction isn't semantic, it's structural: you're not renting hours, you're building institutional memory that compounds.
AI can accelerate bookkeeping, but it can't yet run it unsupervised: when it comes to finance, 95% accuracy still isn’t good enough. Propeller's teams use finance-grade AI to handle data aggregation and pattern recognition, but every output is validated by people who know your business well enough to catch what the algorithm misses. The result is bookkeeping that's faster because of AI and accurate because of human judgment, not one or the other.
Context is what lets a finance team anticipate a problem instead of just reporting it after the fact. A CFO who's been in the room for your last three board meetings will catch a cash flow issue before it becomes a crisis; a new hire reading last quarter's reports won't. Propeller's embedded model is built around this: the longer we work inside a company, the more we understand its business logic, its decision patterns, and its blind spots — which is why context, not headcount, is the real asset.
The moment you ask this question you likely need more than a single hire can provide. Propeller provides an embeded CFO, FP&A, controllership, and accounting support working together, typically running 20-35% less expensive than a full-time CFO hire alone. Instead of choosing between "not yet" and "one very expensive person," you get the full function at the stage where you actually need it, and years before a solo hire would make financial sense.
Propeller works with venture- and growth-stage companies from seed through exit, typically in the $5M–$300M+ revenue range, with teams that flex up or down as you scale. Engagements run month-to-month rather than requiring a fixed minimum term, so the team you start with at Series A isn't the team you're stuck with at Series C.
