Established in 2016 with the goal of revolutionising the narrative surrounding women's beauty, redefining its norms and anticipating the entire industry on embracing the concept of body positivity, Veralab is today a prominent player in the cosmetics industry, benefiting from exponential growth based on a digital-born business model that swiftly developed into an integrated omni-channel model.

Since 2019, the online channel has been gradually complemented by physical distribution through the opening of monobrand stores in Milan and Rome, entry into La Rinascente, Pinalli, Naima, and other notable Italian perfumeries, as well as entry into the Pharmacy channel.

As a result of such strategy, VeraLab has won the prestigious Pambianco Award Le Quotabili in the years 2020, 2021 and 2022, recognising it as one of the best Italian companies eligible for listing on the stock exchange.

Peninsula acquired a minority stake in 2023.