Led · Series B · Mar 2026

Create Wellness is the company behind a leading creatine monohydrate gummy product and positions itself as the category leader across major retail and e-commerce channels. The brand has achieved nationwide retail presence following an October 2025 rollout in Target, The Vitamin Shoppe, and Sprouts and additional distribution in GNC, Wegmans, Amazon, and direct-to-consumer. Create emphasizes product quality—its products are third-party tested for potency by Eurofins and are NSF for Sport Certified. The company has scaled headcount rapidly, growing from five full-time employees in late 2025 to 25 and hiring senior leaders with CPG experience. Create is expanding its product portfolio with a Creatine + Electrolytes format and is rolling that product into its direct channels and an exclusive in-store Target launch. Its stated mission is to make the benefits of creatine accessible to a broader consumer audience.

Participated · Series B · Oct 2023

SuperOrdinary is a consumer brand accelerator that helps American and European beauty and CPG brands scale on marketplaces like Amazon, sell through social commerce and expand into China. Founded in 2017 after launching in Shanghai, the company now operates offices in Los Angeles, Shanghai and New York and employs about 500 people. Its offerings include Amazon account management, brand protection, creator monetization, livestreaming operations, a digital talent agency, and an e-commerce platform called GalaGala. SuperOrdinary acquired Fanfix to enhance its creator-economy business, which it says has grown 15x year-over-year since the acquisition. The company reported roughly 30% annual revenue growth last year, expects to grow more than 50% this year and reach $350 million in revenue, and anticipates hitting profitability within the next year. It plans to use capital to add U.S. livestreaming and creator-led e-commerce capabilities and to invest in data and digital capabilities, and remains open to opportunistic acquisitions.

Led · Equity · Sep 2023

Momofuku Goods is a New York-based provider of restaurant-grade pantry essentials. The company sells products such as Chili Crunches, air-dried noodles, sauces and Seasoned Salts. Its items are carried in over 3,500 stores, including Target, Whole Foods, Wegmans, and thousands of independent retailers. Founded in 2019 and spun out of Momofuku in 2020 by David Chang and Marguerite Mariscal, the brand leverages its restaurant roots. Momofuku Goods raised $11.5M in funding led by Alliance Consumer Growth with participation from Siddhi Capital. The company plans to use the proceeds to accelerate nationwide expansion of its product distribution. Momofuku Goods is a New York-based line of restaurant-grade pantry essentials founded in 2019 by David Chang and Marguerite Mariscal and spun out of Momofuku in 2020. Its product suite includes iterations of Chili Crunch, noodles, sauces such as soy sauce and rice vinegar, and seasoned salts inspired by Momofuku flavors. The brand is sold in more than 2,000 stores, including Target, Whole Foods, Wegmans, and thousands of independent retailers. In March 2023 the company raised $17.5M in growth funding. The capital will be used to expand product offerings and support its growing operations. Momofuku Goods positions itself to give home cooks access to restaurant-grade essentials.

Led · Series A · Dec 2022

iNNBeauty Project is a New York–based skincare brand led by Alisa Metzger and Jen Shane. The company develops and sells skincare products through major beauty retailer Sephora. Its products are available in all 517 Sephora stores and on Sephora's online store. iNNBeauty plans to expand distribution to Sephora Canada's omnichannel operation in the first half of 2023. The company intends to use new funding to accelerate brand growth and support increased exposure within Sephora. It recently closed a $12M Series A financing. iNNBeauty Project is a clean, effective, and accessible skincare brand founded in 2019 by industry veterans Alisa Metzger and Jen Shane. Its core portfolio includes Slushy, Pimple Paste, Down to Tone, and Green Machine, several of which have won mainstream beauty awards. The brand emphasizes custom-built formulations, research-driven active ingredients, and affordable price points aimed at younger consumers. Consumers responded strongly, driving roughly 300% year-over-year growth and attracting retail distribution. iNNBeauty Project is now carried in all 490 Sephora stores, 200 Sephora x Kohl’s stores, and on Sephora.com. The company highlights sustainability initiatives—describing itself as “plastic negative” through a partnership with rePurpose Global—and maintains a focus on social impact through charitable support. Management plans to invest in people, product, process, and marketing to execute the nationwide Sephora launch and scale operations.

Led · Series C · Jul 2021

Athletic Brewing Company brews fully fermented non-alcoholic beers using a proprietary brewing method intended to be indistinguishable from alcoholic counterparts. Led by CEO Bill Shufelt, the company has expanded from producing 875 barrels in 2018 to selling over 258,000 barrels in 2023. Athletic operates custom brewing facilities in Milford, Connecticut, and San Diego, California, and recently announced the purchase of a third U.S. brewing facility. The company plans to use new capital to drive long-term growth and continue expanding its non-alcoholic beer at retailers across the globe. Athletic has grown into a top-20 U.S. brewery by volume and focuses on converting critics into believers in the non-alcoholic category. The company received a $50M equity investment to support these initiatives. Athletic Brewing produces nonalcoholic craft beer and offers a lineup of more than 40 brews. The company holds roughly 55% market share in the craft nonalcoholic segment, a category NielsenIQ said grew almost 20% in U.S. retail dollars over the past year. Co-founded in 2017 by Bill Shufelt, Athletic has grown rapidly within the expanding nonalcoholic beverage market. Financially, the company has raised about $173.5 million across five funding rounds, including $17.5 million in 2020 and $50 million in 2021. Athletic’s position in the craft segment and strategic investor backing support further scale and brand expansion as consumer demand for nonalcoholic options rises. Athletic Brewing brews non-alcoholic craft beers and a hoppy sparkling water brand (DayPack) aimed at adults who want beer flavor without alcohol or hangovers. The company has won industry awards and sells via major U.S. retailers and direct-to-consumer subscriptions. Athletic plans to invest in a larger east coast brewery to add capacity after opening a 150,000-barrel San Diego brewery less than a year earlier, and to expand into soon-to-be-launched overseas markets. It is growing its team with hires in key markets and expanding marketing partnerships (IRONMAN, Spartan, Ragnar, USA Triathlon, AVP Volleyball) while continuing community programs like Two for the Trails. Athletic launched in 2018, employs over 150 people across 32 states and D.C., and claims nearly 50% share of the non-alcoholic craft beer category. The company experienced roughly 500% year-over-year growth in 2020 for the second consecutive year amid a non-alcoholic beer segment that is up over 430% YTD. Athletic Brewing brews only non-alcoholic (NA) beers and has positioned itself as a dedicated NA craft brewer. The company was founded in 2017 by Bill Shufelt, a former hedge fund trader. It has leaned into e-commerce sales, citing fewer restrictions around NA beer, which helped the brand insert itself quickly into the market. Athletic Brewing recently closed a $17.5 million Series B and now has raised more than $20 million in total capital. The company announced a slate of celebrity investors, including Lance Armstrong, Chef David Chang, TOMS founder Blake Mycoskie, and NFL players JJ Watt and Justin Tuck. In anticipation of continued growth, Athletic Brewing added 125,000 barrels of capacity at a new San Diego facility.