After 15+ years of successfully founding and scaling four consumer businesses (Merit Beauty, Avaline Wine, Versed, Clique Brands), what inspired you to join Greycroft as an investor? Why now?

Greycroft Managing Partner Dana Settle co-founded the firm the same year I started my first business, Clique Brands, in 2006. Dana and the Greycroft team became my trusted strategic capital partner across all four of my companies. In 2022, Dana and I both saw an opportunity to build an investment platform that combines operating and investing expertise to identify and support the next generation of emerging brands in a new way. At Greycroft, I hope to create the kind of investment platform I wish had existed when I started my first business in 2006 - one uniquely tailored to the needs of Consumer Brands founders.

Are there any trends you’re particularly excited about at the moment?

A trend I am seeing across all consumer categories is the rise of science-driven brands. We recently invested in Mother Science, a skincare brand built around its proprietary “Malassezin” ingredient, an antioxidant 10x more powerful than Vitamin C. I believe it’s more important than ever that new brands develop strong product assortments with scalable economics while simultaneously defining their defensible differentiation. You can expect to see us make additional investments at the intersection of scientific innovation and Consumer Brands, building on our existing partnerships with Mother Science, Seed Health, and Arey Grey.

How have you thought about shaping Greycroft’s Consumer Brands platform to best serve entrepreneurs like yourself?

I’m aiming to provide real value to founders beyond funding. I understand firsthand the importance of not only capital but also strategic guidance, operational expertise, and targeted networks. At Greycroft, we’re looking to partner with entrepreneurs building enduring, category-defining brands and to empower them with the practical playbooks, benchmarks, and resources to accelerate their visions.

What have been the key insights from your partnerships with BOLD and Rosewood Capital Ventures over the last two years?

It has been a privilege to partner with L’Oréal BOLD’s team. We value their global lens, innovation mindset, and deeply researched perspectives on the paradigm shifts defining the next decade of beauty & personal care innovation. Over the last two years, Greycroft and BOLD have co-invested in Rembrand, an AI-powered product placement platform, and Ami Cole, a clean beauty brand made for melanin-rich skin. We initially partnered with both companies pre-launch and are excited about how BOLD can help accelerate each of their trajectories. Our relationship with BOLD enables Greycroft and our entrepreneurs to access L’Oréal’s executive mentors, expertise in beauty, strategic insights into partnership development, and a global perspective on distribution strategies.

Another highlight for me was hosting our first annual Greycroft Consumer Brands Summit at the iconic Rosewood Miramar Beach this spring. As an entrepreneur, some of my most valuable insights have come from founders innovating across other categories, stages, and geographies. We brought together a diverse group of 150+ leading entrepreneurs, investors, and retailers to exchange best practices and lessons learned in an off-the-record setting. This collaborative spirit aligns with Rosewood’s commitment to empowering entrepreneurs through unparalleled access to its global lifestyle and hospitality ecosystem. Together, we are building and growing new brands and ventures—from seed stage to late stage—while addressing industry-wide challenges and striving to make a positive impact on our communities. Rosewood’s industry-leading approach further enriched our discussions. We’re excited to continue our partnership at the 2025 Greycroft Consumer Brands Summit.

What is the most pressing challenge you see consumer brands facing today?

The digital advertising landscape has meaningfully evolved over the last few years with data tracking changes, the rising cost of customer acquisition, and more brands launching than ever before. Best-in-class consumer brands are combating this by leveraging data to optimize marketing spend, investing in alternative channels like Influencer and Connected TV, and leveraging AI to unlock efficiencies. We’re fortunate to have an experienced group of Consumer Brands Operating Advisors - including former Jenni Kayne CEO Julia Hunter, Chief Detective CEO Emily Hickey, and Merit Beauty CFO & COO Mike Giordano - who coach our portfolio through navigating challenges like these.