This episode is brought to you by The Hidden Gems.

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Early-stage consumer investing sounds glamorous. But according to investor Manica Blain, the entire venture structure behind it might actually be broken.

In this episode, Mike sits down with Manica Blain, founder of Top Knot Ventures and former co-founder of Campfire Capital. She raised one of the first dedicated early-stage consumer funds and helped back brands like FIGS and Cotopaxi. Today she invests her own capital and works directly with founders building the next generation of consumer brands.

Manica shares why she stepped away from the traditional venture fund model, what she believes is fundamentally misaligned about the GP-LP structure, and why investing your own capital can create a very different relationship with founders.

They also discuss what actually makes a consumer brand successful, why slower growth can sometimes be healthier than viral success, and the real traits she looks for in founders building enduring brands.

You’ll learn:

✅ Why Manica believes early-stage consumer VC may be structurally broken

✅ The hidden misalignment between GPs and LPs in venture funds

✅ Why some investors make more from management fees than investing

✅ The alternative investing model she built with Top Knot Ventures

✅ Why founders should be able to “fire” their advisors

✅ Why slow growth can signal stronger consumer brands

✅ The metrics she looks for before investing $1M–$5M stage companies

✅ Why she stopped investing in food & beverage entirely

✅ How loyalty and retention signal real brand strength

👉 If you're building a consumer brand—or thinking about raising venture capital—this episode offers a candid look at how the investment side actually works.

Timestamps

00:00 Intro

01:05 Manica Blain’s investing journey

03:00 Why she started writing on Substack

05:15 Her first major portfolio exit

07:30 What makes founders who actually win

09:30 Is early-stage consumer venture broken?

12:30 The GP-LP structure problem

17:30 Why investor “skin in the game” matters

20:05 Why VC carry structures can create misalignment

23:30 The management fee problem in venture funds

27:00 Are SPVs a better investing model?

31:20 Why Manica refuses to run SPVs

34:00 Why VC fund structures pull investors away from founders

37:20 Building Top Knot Ventures with her own capital

41:00 How she structures advisory relationships with founders

44:20 Why founders must be able to fire advisors

48:00 Why slow growth can actually be a good sign

52:00 What makes a truly sticky consumer brand

55:00 Why she stopped investing in food & beverage

57:00 The future of beauty and wellness investing

📬 Subscribe for more founder stories & scaling insights:

👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

This episode is brought to you by The Hidden Gems.
Hiring agencies is risky — most overpromise and underdeliver. The Hidden Gems connects founders with highly vetted, brand-beloved boutique agencies across media, creative, dev/design, events, social, and more — at preferred rates.

They’ve supported brands like Dr. Squatch, Monster Energy, Gorilla Mind, FIGS, and Saatva.

David Drexler is offering his service free forever to anyone in the Consumer VC community who mentions the show.
Learn more: https://thehiddengems.com/

Early-stage consumer investing sounds glamorous.

But according to investor Manica Blain, the entire venture structure behind it might actually be broken.

In this episode, Mike sits down with Manica Blain, founder of Top Notch Ventures and former co-founder of Campfire Capital. She raised one of the first dedicated early-stage consumer funds and helped back brands like FIGS and Cotopaxi. Today she invests her own capital and works directly with founders building the next generation of consumer brands.

Manica shares why she stepped away from the traditional venture fund model, what she believes is fundamentally misaligned about the GP-LP structure, and why investing your own capital can create a very different relationship with founders.

They also discuss what actually makes a consumer brand successful, why slower growth can sometimes be healthier than viral success, and the real traits she looks for in founders building enduring brands.

You’ll learn:

✅ Why Manica believes early-stage consumer VC may be structurally broken
✅ The hidden misalignment between GPs and LPs in venture funds
✅ Why some investors make more from management fees than investing
✅ The alternative investing model she built with Top Notch Ventures
✅ Why founders should be able to “fire” their advisors
✅ Why slow growth can signal stronger consumer brands
✅ The metrics she looks for before investing $1M–$5M stage companies
✅ Why she stopped investing in food & beverage entirely
✅ How loyalty and retention signal real brand strength

👉 If you're building a consumer brand—or thinking about raising venture capital—this episode offers a candid look at how the investment side actually works.

Timestamps00:00 Intro
01:05 Manica Blain’s investing journey
03:00 Why she started writing on Substack
05:15 Her first major portfolio exit
07:30 What makes founders who actually win
09:30 Is early-stage consumer venture broken?
12:30 The GP-LP structure problem
17:30 Why investor “skin in the game” matters
20:05 Why VC carry structures can create misalignment
23:30 The management fee problem in venture funds
27:00 Are SPVs a better investing model?
31:20 Why Manica refuses to run SPVs
34:00 Why VC fund structures pull investors away from founders
37:20 Building Top Notch Ventures with her own capital
41:00 How she structures advisory relationships with founders
44:20 Why founders must be able to fire advisors
48:00 Why slow growth can actually be a good sign
52:00 What makes a truly sticky consumer brand
55:00 Why she stopped investing in food & beverage
57:00 The future of beauty and wellness investing

📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

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Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

This episode is brought to you by The Hidden Gems.Hiring agencies is risky — most overpromise and underdeliver. The Hidden Gems connects founders with highly vetted, brand-beloved boutique agencies across media, creative, dev/design, events, social, and more — at preferred rates.

They’ve supported brands like Dr. Squatch, Monster Energy, Gorilla Mind, FIGS, and Saatva.

David Drexler is offering his service free forever to anyone in the Consumer VC community who mentions the show.Learn more: https://thehiddengems.com/

Most consumer brands don’t fail because of product.
They fail because they forget how to connect.

In this episode, Mike sits down with Craig Dubitsky, founder of EOS, hello products, and now Happy Coffee. Craig has built multiple category-defining brands by turning everyday commodities into emotional, playful, design-forward experiences.

From reinventing lip balm to reimagining toothpaste — and now taking on coffee — Craig shares how he thinks about brand personality, retail, packaging, and creating products people genuinely love.

This conversation goes deep into creativity, mass retail strategy, pricing, storytelling, and why joy is actually a serious competitive advantage.

You’ll learn:
✅ How Craig turned EOS into a cultural phenomenon
✅ Why branding is about emotion, not features
✅ The real secret behind hello’s success in oral care
✅ How to win in “boring” categories
✅ Why mass doesn’t have to mean generic
✅ The role of design in driving retail velocity
✅ What most founders misunderstand about differentiation
✅ Why Craig is building Happy Coffee differently
✅ How to build brands people feel something for

👉 If you're building in consumer and want to understand how emotional connection drives scale, this episode is a masterclass.

Timestamps

00:00 Intro
02:00 Craig’s early career & first entrepreneurial instincts
05:00 The idea behind EOS
10:00 Making lip balm emotional & design-led
15:00 Scaling EOS into mass retail
20:00 The power of playfulness in branding
25:00 Founding hello products
30:00 Reinventing toothpaste & oral care
35:00 Competing in commoditized categories
40:00 Packaging as a strategic weapon
45:00 How to win shelf space in mass retail
50:00 Why most brands overcomplicate messaging
55:00 Emotional connection vs functional benefits
01:00:00 Retail relationships & long-term brand building
01:05:00 Mistakes founders make scaling too fast
01:10:00 How Craig evaluates new ideas
01:15:00 The origin of Happy Coffee
01:20:00 Rethinking coffee positioning
01:25:00 What Craig is doing differently this time
01:30:00 Lessons from building multiple brands
01:34:00 Advice for consumer founders01:37:00 Final thoughts

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Most food brands don’t win because of branding.They win because of systems.In this episode, Mike chats with Brian Tate, Founder and CEO of Oats Overnight, the protein-packed, drinkable oatmeal brand that went from a poker side project to a scaled, vertically integrated food business selling DTC and in major retailers like Walmart and Wegmans.Brian shares how his background as a professional poker player shaped the way he thinks about risk, iteration, and decision-making. He breaks down why Oats Overnight chose to vertically integrate manufacturing from day one, how owning production unlocked faster product innovation, and why DTC data became the engine behind retail expansion. The conversation also dives into growth marketing, subscription economics, manufacturing scale, and the hard tradeoffs of building an asset-heavy consumer business.You’ll learn:✅ How a pro poker mindset translates to building a consumer brand✅ Why Brian chose vertical integration instead of co-manufacturers✅ How Oats Overnight scaled DTC with subscriptions and creative testing✅ Why iteration is a core operating principle, not a buzzword✅ How DTC data informs product development and retail strategy✅ The real economics of owning manufacturing facilities✅ When raising venture capital makes sense for asset-heavy CPG✅ Why retail and DTC work better together than most founders think✅ How Brian thinks about risk, process, and long-term profitability👉 If you’re building a food or beverage brand—or curious how data, manufacturing, and systems actually drive scale—this episode is a deep, honest look behind the scenes of a modern CPG business. Timestamps00:00 Intro01:00 From Magic: The Gathering to Pro Poker03:00 When Poker Became a Real Career05:00 Walking Away After Reaching the Top07:00 The Idea Behind Oats Overnight09:00 Early Scrappy Days & Vertical Integration12:00 Learning Manufacturing the Hard Way15:00 Why Iteration Became a Core Value18:00 Scaling DTC with Subscriptions21:00 What Makes Oats Overnight Work Online24:00 Using Data to Test and Improve SKUs27:00 Moving From DTC to Retail30:00 The Walmart Buyer Story33:00 Designing a Retail-Friendly Product Format36:00 Managing Channel Conflict39:00 Expanding Manufacturing Facilities42:00 Why Asset-Heavy CPG Is Back45:00 Venture Capital, Profitability & Payback Periods48:00 High-Risk Experiments That Failed (and Why They Still Mattered)51:00 Growth Marketing Without Brand Guidelines54:00 The Long-Term Vision for Oats Overnight56:00 Book Recommendations & Closing Thoughts📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Food can be “better for you.”
But that doesn’t always mean it actually is.

In this episode, Mike chats with Tyler Mayoras, Managing Partner at MANNATREE, a growth equity firm focused on investing in food, beverage, and wellness brands that genuinely improve human health. Tyler has spent decades investing across food and agriculture, from early plant-based pioneers like Boca Burger to modern brands navigating today’s tougher retail and M&A landscape.

Tyler breaks down how “better-for-you” food has evolved, why many plant-based brands lost consumer trust, and what investors really look for when evaluating health claims, ingredient labels, and unit economics. He also shares hard-earned lessons from scaling brands too fast, why frozen is one of the most brutal categories in retail, and what founders misunderstand about profitability, category creation, and selling to big CPG.

You’ll learn:
✅ Why many plant-based brands lost their way
✅ What “better-for-you” actually means to serious investors
✅ How ingredient labels matter more than marketing claims
✅ Why frozen is one of the hardest categories in grocery
✅ When brands should (and shouldn’t) expand into mass retail✅ Why profitability now matters more than growth at all costs
✅ How strategic buyers really think about M&A today
✅ The biggest mistakes founders make when scaling too early
✅ Where Tyler sees the next opportunities in food and wellness

👉 If you’re building or investing in food, beverage, or wellness, this episode is a grounded look at what actually matters beneath the hype.

Timestamps
00:00 Intro
01:00 Tyler’s path from private equity to food & agriculture
03:00 Early lessons from investing in Boca Burger
05:30 The rise and fall of plant-based burgers
09:00 What “better-for-you” really means
12:00 Ingredients, labels, and investor red flags
15:00 Sugar alternatives, sweeteners, and health tradeoffs
18:30 Why sustainability messaging often comes second
21:00 The realities of launching food brands in retail
24:00 Why frozen is such a difficult category
27:00 When brands should expand into mass retail
31:00 Natural vs conventional grocery shoppers
35:00 Why M&A expectations have changed
38:00 What strategic buyers want today
41:00 Growth equity vs venture investing
45:00 Revenue and profitability benchmarks
49:00 Category creation vs smart trade-ups
53:00 Oversaturated categories and the protein boom
57:00 Where Tyler sees future opportunity
01:00:00 Lessons learned and advice for founders
01:05:00 Breaking into food & beverage investing
01:08:30 Book recommendations

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – https://www.tryglimpse.com

In this episode, Mike chats with Michael Duda, Founder and Managing Partner of Bullish, the consumer-focused investment firm behind brands like Peloton, Warby Parker, Harry’s, Hims, and more. Michael has spent over a decade backing consumer companies that quietly compound value while the rest of venture chases hype cycles.

Michael breaks down why consumer has fallen out of favor in VC, why most people misunderstand power-law returns, and why an 8–12x outcome in consumer can still be a massive win. He also shares how Bullish evaluates founders, why product matters more than marketing, how celebrity brands actually work (and usually don’t), and where AI fits into consumer without turning every company into an “AI startup.”

You’ll learn:
✅ Why consumer can generate power-law returns (if you invest early enough)
✅ The difference between moonshots and real venture outcomes
✅ Why most founders raise too much capital—and regret it
✅ How Bullish underwrites founders vs. ideas at pre-seed and seed
✅ Why great products beat great marketing every time
✅ When celebrity involvement actually helps a brand
✅ How AI is speeding up consumer innovation without replacing taste or judgment
✅ Why the shrinking middle class is changing who brands are really built for
✅ What Michael has changed his mind about after 15+ years in venture

👉 If you’re building or investing in consumer—and tired of hype-driven narratives—this episode is a grounded look at what actually works in venture-backed consumer businesses.

Timestamps
00:00 Intro
01:00 Can Consumer Produce Power-Law Returns?
04:45 Why 100x Outcomes Are Rare in Consumer
08:00 Stability vs Moonshots in Venture
12:00 Bullish’s Consumer-First Investment Strategy
15:30 How Much Capital Is Too Much Capital
18:00 Founder vs Idea: What Matters More
21:00 How Bullish Uses Consumer Insights
24:30 Product vs Marketing (and Why Marketing Fails)
27:30 Celebrity & Creator-Led Brands Explained
31:30 Why Bullish Is Shifting Back to Pre-Seed
36:00 When Pre-Launch Investing Makes Sense
39:00 AI’s Real Impact on Consumer Businesses
44:10 The Shrinking Middle Class & Consumer Spending
48:30 How Founder Profiles Are Changing
52:30 What Michael Has Changed His Mind About
55:00 Final Thoughts on Consumer VC

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – ⁠https://www.tryglimpse.com⁠Ice cream is supposed to make you feel good — but most of what’s in the freezer aisle doesn’t.In this episode, Mike chats with Alec Jaffe, Founder and CEO of Alec’s Ice Cream, the A2 dairy, gut-friendly, regeneratively sourced ice cream brand that’s redefining what “premium” means in frozen. Alec started making ice cream in elementary school, but the real journey began when he realized the market was filled with products that either tasted great or made you feel great — but never both.Alec breaks down how he built his supply chain from scratch, why A2 dairy is helping people enjoy ice cream again, what makes frozen dessert different from real ice cream, and how Culture Cups became a breakout product that went viral on TikTok and lifted the entire brand. He also shares the realities of running his own factory, scaling two product lines in a tiny production space, and navigating the brutally competitive freezer aisle.You’ll learn:✅ Why A2 dairy is changing the way people digest ice cream✅ How to build a supply chain around family farms & regenerative agriculture✅ The difference between ice cream and frozen dessert✅ How Alec broke into natural retail and then crossed into mass✅ Why vertical integration is both a blessing and a challenge✅ How Culture Cups went viral on TikTok and sold out on Day 1✅ What makes the frozen aisle one of the hardest categories in CPG✅ How dairy demand is shifting — and why supply can’t keep up✅ When it really makes sense for a food brand to raise venture capital👉 If you’re building a food or beverage brand, this episode is a masterclass in supply chain, product development, retail strategy, and category differentiation. Timestamps00:00 Intro01:00 Alec’s childhood obsession with making ice cream03:30 Unlocking “high-quality ice cream” with simple ingredients05:00 Why A2 dairy helps people enjoy ice cream again06:45 Ice cream vs frozen dessert explained08:00 Building relationships with local family farms09:20 Starting local & breaking into natural retail10:50 Moving into Whole Foods & finding a tiny factory13:00 How Culture Cups were created14:20 The TikTok post that changed everything15:30 Crossing from natural into mass retail17:00 Pricing strategy for premium products19:00 Why investors fear frozen food20:30 How Culture Cups shifted investor perception22:00 The realities of running your own factory24:00 Managing two product lines under one roof26:00 The dairy demand surge & supply challenges28:30 The future of regenerative agriculture31:00 Competing in the brutally competitive freezer aisle34:00 Why ice cream is one of the hardest categories in retail36:00 Thoughts on protein ice cream38:00 Alec’s flavor development process40:00 How he evaluated the right VC partners42:00 Why he raised an $11M Series A45:00 What’s next for Alec’s Ice Cream48:00 Book recommendations: Shoe Dog, Endurance, Ramping Your Brand📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – ⁠https://www.theconsumervc.com/⁠Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – https://www.tryglimpse.com

Ice cream is supposed to make you feel good — but most of what’s in the freezer aisle doesn’t.

In this episode, Mike chats with Alec Jaffe, Founder and CEO of Alec’s Ice Cream, the A2 dairy, gut-friendly, regeneratively sourced ice cream brand that’s redefining what “premium” means in frozen. Alec started making ice cream in elementary school, but the real journey began when he realized the market was filled with products that either tasted great or made you feel great — but never both.

Alec breaks down how he built his supply chain from scratch, why A2 dairy is helping people enjoy ice cream again, what makes frozen dessert different from real ice cream, and how Culture Cups became a breakout product that went viral on TikTok and lifted the entire brand. He also shares the realities of running his own factory, scaling two product lines in a tiny production space, and navigating the brutally competitive freezer aisle.

You’ll learn:
✅ Why A2 dairy is changing the way people digest ice cream
✅ How to build a supply chain around family farms & regenerative agriculture
✅ The difference between ice cream and frozen dessert
✅ How Alec broke into natural retail and then crossed into mass
✅ Why vertical integration is both a blessing and a challenge
✅ How Culture Cups went viral on TikTok and sold out on Day 1
✅ What makes the frozen aisle one of the hardest categories in CPG
✅ How dairy demand is shifting — and why supply can’t keep up
✅ When it really makes sense for a food brand to raise venture capital
👉 If you’re building a food or beverage brand, this episode is a masterclass in supply chain, product development, retail strategy, and category differentiation.

Timestamps
00:00 Intro
01:00 Alec’s childhood obsession with making ice cream
03:30 Unlocking “high-quality ice cream” with simple ingredients05:00 Why A2 dairy helps people enjoy ice cream again
06:45 Ice cream vs frozen dessert explained
08:00 Building relationships with local family farms
09:20 Starting local & breaking into natural retail
10:50 Moving into Whole Foods & finding a tiny factory
13:00 How Culture Cups were created
14:20 The TikTok post that changed everything
15:30 Crossing from natural into mass retail
17:00 Pricing strategy for premium products
19:00 Why investors fear frozen food
20:30 How Culture Cups shifted investor perception
22:00 The realities of running your own factory
24:00 Managing two product lines under one roof
26:00 The dairy demand surge & supply challenges
28:30 The future of regenerative agriculture
31:00 Competing in the brutally competitive freezer aisle
34:00 Why ice cream is one of the hardest categories in retail
36:00 Thoughts on protein ice cream
38:00 Alec’s flavor development process
40:00 How he evaluated the right VC partners
42:00 Why he raised an $11M Series A
45:00 What’s next for Alec’s Ice Cream
48:00 Book recommendations: Shoe Dog, Endurance, Ramping Your Brand

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter – https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – ⁠https://www.tryglimpse.com

Retail is tough—but the hidden costs make it brutal.

In this episode, Mike chats with Akash Raju, Co-Founder and CEO of Glimpse, the AI-powered platform helping consumer brands recover lost revenue from retail deductions. If you sell through Amazon, Target, UNFI, or KeHE, you’re probably losing up to 5% of revenue to invalid deductions—fees that can quietly eat into your bottom line.

Akash breaks down what’s really going on behind the curtain of retail deductions, how Glimpse is helping brands win back hundreds of thousands in lost revenue, and why automation is transforming how finance teams manage trade spend, supply chain fees, and compliance.

You’ll learn:
✅ What makes retail so expensive for brands
✅ The hidden “deduction” ecosystem no one talks about
✅ How top CPG brands lose 5%+ of their revenue without realizing it
✅ Which deductions are worth fighting—and which aren’t
✅ How AI is changing the game for brand finance teams
✅ Why distributors like UNFI and KeHE are pain points for smaller brands✅ How Glimpse built a 91% deduction win rate
✅ When (and why) brands should start caring about deductions

👉 If you’re running a consumer brand—or heading into retail—this episode is an essential crash course in the economics most founders never see.

Timestamps
00:00 Intro
01:00 What Makes Retail So Expensive
03:00 How Glimpse Helps Brands Recover Lost Revenue
05:00 The Hidden World of Invalid Deductions
07:00 Why Deductions Are a Cross-Functional Headache
09:00 Building Glimpse: How Akash Found the Problem
12:00 Why UNFI and KeHE Are So Painful for Brands
15:00 How Retail Deductions Work (and What to Fight)
18:00 How Glimpse Uses AI to Recover Revenue
21:00 The Power Imbalance Between Retailers and Brands
24:00 Can Deductions Ever Be Fully Automated?
27:00 The Financial Blind Spots in Retail
30:00 How Different Categories Get Hit Harder
33:00 Expanding Glimpse Across Retailers: Target, Walmart, Amazon36:00 When Brands Should Start Focusing on Deductions
39:00 The Categories With the Highest Invalid Deductions

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter - https://www.theconsumervc.com/
Follow Mike Gelb:
Twitter / IG / TikTok → @mikegelb / @consumervc

Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – https://www.tryglimpse.com

He’s one of the most respected investors in beauty and wellness—and he’s seen every boom, bust, and bubble the industry has gone through.

In this episode, Mike sits down with Rich Gersten, Co-Founder and Managing Partner of True Beauty Ventures, a beauty and wellness–focused investment firm built by operators for founders. Rich has spent over 20 years investing in consumer brands—from early private equity days at North Castle Partners to launching True Beauty Ventures, one of the most influential early-stage funds in the category.

Rich shares how he accidentally stumbled into beauty investing, what makes the category so resilient, and why he believes the “beauty bubble” is finally normalizing. He also opens up about the reality of early-stage investing, the rise (and decline) of celebrity brands, and what he’s learned from building a beauty-focused fund from scratch.

You’ll learn:
✅ Why beauty and personal care outperform other consumer categories
✅ How Sephora and Ulta transformed the entire retail landscape
✅ The biggest mistakes founders make when scaling beauty brands
✅ How True Beauty Ventures approaches early-stage investing
✅ Why most celebrity brands fail (and what makes Rhode different)
✅ What’s really happening in beauty M&A and why exits have slowed
✅ How Rich thinks about valuation discipline and pro-rata investing
✅ Why execution—not product—is the #1 differentiator

👉 If you’re a founder, operator, or investor in beauty or consumer, this episode offers a rare inside look at what it really takes to build and back the next breakout brand.

Timestamps
00:00 Intro
01:20 How Rich Got Into Beauty Investing
04:00 What Makes Beauty Unique vs. Other Consumer Categories
07:00 Sephora, Ulta, and the Rise of Specialty Retail
08:30 Why Rich Started True Beauty Ventures
11:00 How They Add Value Beyond Capital
13:00 The Difference Between Private Equity and Early Stage
15:00 Lessons from Fund I & II: Check Sizes, Risk, and Returns
19:00 The “Back Up the Truck” Investment Strategy
22:00 How True Thinks About Pro-Rata and Founder Relationships
25:00 Sephora & Ulta: Still Essential or Optional?
28:00 The $5M Revenue Trap (and Why Early Might Be Better)
31:00 How True Evaluates a Brand’s Potential
34:00 Outbound vs. Inbound Deal Flow
37:00 The Real Economics of Beauty
40:00 Why Luxury Skincare Is Failing
42:00 Amazon’s Surprising Role in Beauty
44:00 The Problem With Celebrity Brands
47:00 Why Rhode Worked—and Others Didn’t
50:00 Returns, Risk, and How Beauty VC Actually Works
55:00 The M&A Slowdown: Too Many Sellers, Not Enough Buyers
01:00:00 The Future of Beauty Exits and Strategic Buyers
01:03:00 Makeup’s M&A Problem Explained
01:05:00 Valuations, Prefs, and Founder Pitfalls
01:06:30 Book Picks: Outlive by Peter Attia & Founder Stories in Beauty

📬 Subscribe for more founder stories & scaling insights:
👉 The Consumer VC Newsletter - https://www.theconsumervc.com/

Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc