Pumpkin spice is getting the wellness treatment.
Los Angeles-based women’s health brand Perelel is partnering with Australian-inspired café chain Bluestone Lane to launch pumpkin chai drinks and a smoothie made with its Triple-Support Protein at more than 65 cafés nationwide beginning Thursday.
The yearlong collaboration will later feature Perelel’s vanilla protein and another seasonal flavor next spring. Bluestone Lane draws about 150,000 customers a week, giving the brand a new way to reach consumers beyond its direct-to-consumer business and Amazon.
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“It’s a great opportunity for us to show up a little bit differently, not as just a prenatal company, but part of her routine, whether it’s her morning routine and a coffee or her afternoon smoothie,” said Victoria Thain Gioia, cofounder and chief executive officer of Perelel.
Founded in 2020, Perelel initially focused on fertility, pregnancy and postpartum supplements before expanding into protein, hydration, collagen and perimenopause support.
The business has more than doubled revenue year-over-year since launch, according to the company. Powders, including Triple-Support Protein, Cellular Hydration and Sleep Support, now account for about 15 percent of the business and are helping drive customer acquisition.
Triple-Support Protein, launched in early 2025, has helped bring new consumers to the brand. Fifty-nine percent of buyers are new to Perelel, while 41 percent are purchasing protein powder for the first time, according to the company.
“What we’ve seen is that one of the biggest reasons someone decides to buy our protein is that it’s pregnancy- and breastfeeding-safe and made by an OB-GYN,” Gioia said. “I think there can also be a lot of mistrust in this category, so a trusted, quality product for this specific stage is really important.”
The formula combines protein, fiber and creatine. Perelel recently completed a six-week clinical study of the product in women.
“It’s now clinically proven to support metabolic health and a glucose response and maintaining healthy glucose levels and fullness and satiety,” Gioia said, adding that the study also showed “some benefits on memory performance, which is huge with the added creatine.”
Perelel has raised $40 million to date, including a $27 million growth investment led by Prelude Growth Partners in November 2025. Gioia said the round was largely secondary capital used to provide returns to early investors.
“We’ve really just focused on building the business, brick by brick,” she said.
Beyond the menu launch, Perelel and Bluestone Lane plan to host more than 15 community events. The partnership gives Perelel a way to test its brand in physical spaces as it considers future retail expansion.
“We’re definitely keeping an eye on where we should be to reach our customer, and so this partnership with Bluestone Lane and having this IRL component, which we don’t have, is exciting for us to see how that does,” Gioia said.