What is Prima?
Prima, legally known as The Uplifters Prima, PBC, is a science-driven wellness brand that integrates the therapeutic potential of CBD and functional botanicals into a diverse product portfolio, including skincare, body care, and supplements. Based in Austin, Texas, the company distinguishes itself through a dual focus on efficacy and environmental stewardship, holding both B Corp and plastic-neutral certifications. By operating as a Public Benefit Corporation, Prima aligns its commercial objectives with social and environmental impact, catering to a growing demographic of health-conscious consumers who demand transparency and sustainability in their wellness routines. The company's market position was further solidified in 2025 through its acquisition by Hometown Hero, a move designed to scale operations and expand its reach within the competitive wellness industry.
How much funding has Prima raised?
Prima has raised a total of $9.2M across 1 funding round:
Angel/Seed
$9.2M
Angel/Seed (2021): $9.2M with participation from Lerer Hippeau Ventures, Defy, H Ventures, and Greycroft Partners
Key Investors in Prima
Lerer Hippeau Ventures
Lerer Hippeau is a venture capital firm focused on investing in innovative startups, particularly in the early stages such as Seed and Pre-Seed rounds. They aim to support founders with great ideas who are willing to tackle challenging problems, fostering long-term success through their expertise as former operators.
Defy
Defy is a major white goods manufacturer with a long history of industrial production and consumer appliance distribution. Their involvement highlights a strategic interest in durable goods and manufacturing excellence.
Greycroft Partners
Greycroft is a leading venture capital firm focused on investments in the Internet and mobile markets. They leverage an extensive network of media and technology industry connections to help entrepreneurs gain visibility and build successful businesses.
What's next for Prima?
Following its acquisition by Hometown Hero in 2025, Prima is positioned to leverage expanded operational scale and distribution networks to accelerate its market penetration. The strategic integration into a larger entity suggests a focus on optimizing supply chain efficiencies and broadening the availability of its clean-label product lines. As the wellness industry continues to evolve toward more personalized and science-backed solutions, Prima's foundational commitment to clinical formulation and ethical sourcing will likely serve as a key differentiator. Future growth will likely center on deepening its direct-to-consumer engagement while exploring new specialty retail partnerships to maintain its status as a premium wellness brand in an increasingly crowded marketplace.
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