Katherine joined Greycroft in 2023 and is based in Los Angeles. She leads early-stage consumer brands investments. Katherine is a serial entrepreneur, CEO and investor focused on building category-leading businesses. With a distinct talent for finding white space, Power has taken age-old industries and reimagined them with data-informed, digital-first business models built for the modern shopper. Power has founded four successful brands (Who What Wear, Versed, Avaline, MERIT), each of which speak to her unique expertise around accessibility and ingredient efficacy. Her groundbreaking approach to commerce and media has earned her recognition on Fortune’s 40 Under 40, Fast Company’s Most Innovative Companies, Adweek’s Creative 100, and Inc.’s 20 Young Entrepreneurs to Watch lists.