“Drop culture” has become the default playbook for many consumer brands, especially in fashion, beauty, and lifestyle. Think SET Active, Parachute’s limited collections, or the peak-era Yeezy releases. Hype a product, drop a tiny quantity, sell out instantly, repeat. It creates urgency, social proof, and the illusion of unstoppable demand.

Rosy Soil is redefining the soil category with a premium, biochar-based product that delivers both superior plant performance and meaningful environmental impact. By replacing destructive peat with proprietary biochar formulations, Rosy Soil offers independently validated benefits including 50% greater root growth, 26% higher microbial activity, and 20% less water usage.

The skincare market is crowded. New brands launch every month and most consumers already have a go-to serum or moisturizer, yet the category continues to grow. Facial skincare alone generated nearly $95.5B in 2023 and is projected to reach 142B by 2030, growing at a healthy 6% CAGR.

Right now, one of the most underestimated drivers of spending power is the resurgence of so-called “grandma hobbies” - gardening, baking, knitting, and other tactile, time-intensive pastimes. This behavior shift is driven by screen fatigue and a renewed desire for offline, purpose-driven leisure. Millennials and Gen Z are leading this renaissance, turning to hobbies that deliver mental presence, physical engagement, and visible results.

BistroCat has created the world’s first fully automated wet cat food feeder that operates without the need for ice packs or refrigeration. Positioning itself as the “Keurig of cat food,” the company combines a smart, automated feeding device — capable of scheduling, serving, and self-cleaning — with a proprietary subscription-based wet food service.

Few spaces are bigger or more overdue for innovation as women’s health during menopause and perimenopause. Menopause affects half the population (that’s 1B+ women worldwide), yet solutions for its symptoms have historically been underfunded, under-researched, and under-discussed.

Marlow is on a mission to revolutionize menstrual health with clean, comfortable, and innovative period care. They introduced the first-ever patented lubricated tampon, designed for smoother and more comfortable insertion. Made with non-toxic, eco-friendly materials, Marlow’s tampons meet medical device standards and are FDA-approved.

Gen Z is rewriting the playbook for consumer behavior. They may not be the wealthiest or largest generation, but they hold a great deal of influence with the power to dictate trends and decide what is “cool”. Unlike previous generations, their approach to health is holistic, inclusive, and impact conscious.

Despite the fact that female-led companies consistently outperform their male counterparts, women entrepreneurs still receive a fraction of venture capital funding. In the consumer wellness space—where women are often both the creators and the primary consumers—this gap is not just a missed opportunity; it’s a fundamental market inefficiency.

Hanni is a pioneering bodycare brand that simplifies and elevates self-care routines with innovative, time-saving product formats designed for modern lifestyles. Their product line stands out for its uniqueness, featuring creative solutions. All of hanni’s products are clean, non-toxic, and allergen-friendly formulas packaged in sustainable and recycled materials.

The wellness landscape is ever evolving, and as we look toward 2025, here are the top trends we're seeing and keeping our eyes on as investors

Koala Eco is the future of non-toxic cleaning as a brand who puts efficacy and safety above all else. Their mission is to bring truly natural products to the everyday consumer, with the insight that more people would like to make more sustainable and natural product choices, but have a nagging belief that ‘eco’ options compromise on efficacy and require too much money or effort to buy.

Building a community for a consumer brand is essential - it fosters deeper customer relationships, enhances brand loyalty, drives organic growth, and informs product development.

Before you rush into partnerships and potentially giving up large percentages of your company, let's talk about why celebrity partnerships might not always be the golden ticket to driving overall brand loyalty and sustainable growth.