True Beauty Ventures

True Beauty Ventures is an investment firm focused on beauty and wellness startups. Based in New York and Florida, the firm targets a portfolio of beauty and personal care brands and has backed companies such as Crown Affair, a hair care brand, and Feals, a CBD brand. It pursues opportunities across the United States, Canada, and Europe, supporting consumer products and services in nondurable goods and personal care sectors. The firm manages venture capital funds to invest in early to growth-stage opportunities within the beauty and wellness space.

Rich Gersten

Managing Partner

Cristina Nuñez

General Partner

19 past transactions

Crown Affair

Series B in 2024
Crown Affair, Inc. is a New York-based company founded in 2019 that specializes in the online retail of luxury haircare products. The brand offers a diverse range of items, including shampoos, conditioners, hair oils, treatment masks, brushes, towels, scrunchies, and renewal masks. Crown Affair prioritizes the use of natural ingredients, ensuring that its products are vegan, cruelty-free, and free from harmful chemicals such as sulfates, parabens, and silicones. The company aims to promote mindful haircare practices and self-care rituals, encouraging consumers to redefine their relationship with their hair. Additionally, Crown Affair is committed to sustainability, utilizing recyclable, reusable, and compostable packaging for its products, which are conveniently delivered to customers' homes.

Sofie Pavitt Face

Seed Round in 2024
Sofie Pavitt Face is a manufacturer of studio-grade skincare products specifically designed to address problematic skin. The company offers a range of items, including micellar cleansing pads, cleansers, toner pods, serums, and headbands, aimed at helping women achieve clearer and healthier skin. Through its innovative products, Sofie Pavitt Face seeks to provide effective solutions for skincare concerns.

Iris&Romeo

Series A in 2023
Iris&Romeo is a beauty brand specializing in skincare products designed to enhance skin health while providing coverage. The company offers a diverse range of clean beauty products, including serums, moisturizers, sunscreens, and solutions to protect against blue light and pollution. By focusing on clean ingredients, Iris&Romeo aims to help customers achieve both effective skincare and a radiant complexion.

The 7 Virtues Beauty

Venture Round in 2023
The 7 Virtues Beauty manufactures and markets perfumes to help finance causes for peace. Our contemporary collection includes: Orange Blossom Rose Amber, Vetiver Elemi, Grapefruit Lime, Patchouli Citrus, Jasmine Neroli and Vanilla Woods. We also have a peace blend box that empowers you to blend our fragrances and create your own signature peace fragrance.

YouthForia

Seed Round in 2023
YouthForia is a cosmetics manufacturer and online retailer specializing in personal care products designed for overnight wear. The company focuses on creating makeup that is formulated with biobased ingredients derived from renewable sources, adhering to principles of green chemistry. Their product range includes blush brushes, lip gloss, makeup bags, blending brushes, and bullet sponges, allowing customers to access a variety of skin care items at competitive prices. YouthForia emphasizes the use of skin-friendly formulations, catering to consumers who prioritize both aesthetics and skin health.

Vacation

Series A in 2023
Vacation specializes in manufacturing sunscreen products designed for skin protection. Their products are free from harmful ingredients, formulated with natural moisturizers, and approved by skin cancer specialists.

Caliray

Series A in 2023
Caliray is a cosmetics company focused on clean, wellness-oriented makeup made with natural and organic ingredients. The company offers a range of products including mascara, lip plumper, clean wellness tint, clean primer, clean highlighter, and setting spray, as well as other clean makeup items designed to support healthy skin. Its approach emphasizes sustainable makeup routines and formulations with minimal synthetic additives, aiming to provide effective cosmetics that align with a natural lifestyle.

Maude

Venture Round in 2022
Maude is a sexual wellness brand that offers body-safe intimate care products, including latex-based condoms, lubricants formulated from natural ingredients, and a range of personal massagers, vibrators, and massage candles. Based in Brooklyn, New York, Maude pursues quality, simplicity, and inclusivity to make intimacy better for all people. The company partners with carefully selected manufacturers to produce easy-to-use items designed to elevate everyday experiences while destigmatizing sexual health. Its product platform focuses on body-safe solutions for intimate care, aiming to provide accessible options that minimize side effects and support well-being. Maude emphasizes transparent formulations, modern design, and a straightforward approach to personal wellness, seeking to simplify choosing and using products that enhance comfort, pleasure, and confidence.

Crown Affair

Series A in 2022
Crown Affair, Inc. is a New York-based company founded in 2019 that specializes in the online retail of luxury haircare products. The brand offers a diverse range of items, including shampoos, conditioners, hair oils, treatment masks, brushes, towels, scrunchies, and renewal masks. Crown Affair prioritizes the use of natural ingredients, ensuring that its products are vegan, cruelty-free, and free from harmful chemicals such as sulfates, parabens, and silicones. The company aims to promote mindful haircare practices and self-care rituals, encouraging consumers to redefine their relationship with their hair. Additionally, Crown Affair is committed to sustainability, utilizing recyclable, reusable, and compostable packaging for its products, which are conveniently delivered to customers' homes.

Cay Skin

Seed Round in 2022
Cay Skin is a manufacturer of skincare products designed for all skin types and tones, focusing on sustainability and inclusivity. The company offers a range of personal care items that are silicone-free, vegan, cruelty-free, and reef-friendly. Each product is formulated with a unique blend of gentle island-based ingredients and high-performance skincare actives, ensuring that consumers can feel confident in their skin. Cay Skin emphasizes direct online sales, allowing consumers to easily purchase their skin-loving products through a web browser.

Maude

Series A in 2021
Maude is a sexual wellness brand that offers body-safe intimate care products, including latex-based condoms, lubricants formulated from natural ingredients, and a range of personal massagers, vibrators, and massage candles. Based in Brooklyn, New York, Maude pursues quality, simplicity, and inclusivity to make intimacy better for all people. The company partners with carefully selected manufacturers to produce easy-to-use items designed to elevate everyday experiences while destigmatizing sexual health. Its product platform focuses on body-safe solutions for intimate care, aiming to provide accessible options that minimize side effects and support well-being. Maude emphasizes transparent formulations, modern design, and a straightforward approach to personal wellness, seeking to simplify choosing and using products that enhance comfort, pleasure, and confidence.

Feals

Pre Seed Round in 2021
Feals, Inc. is a wellness brand based in Denver, Colorado, specializing in the production of hemp-based CBD products. Incorporated in 2018, the company focuses on creating cannabinoid-based health supplements that aim to promote clarity and overall well-being. Feals utilizes Sativa-L Cannabis plants cultivated to contain less than 0.3 percent THC, ensuring that their products provide a natural solution to alleviate stress, anxiety, and discomfort while also supporting improved sleep quality. With a commitment to offering a simple and health-conscious approach, Feals is dedicated to helping customers feel their best through its thoughtfully designed product offerings.

BeautyStat.com

Venture Round in 2021
BeautyStat.com is a New York-based company that operates an online beauty community. It facilitates product reviews, enabling beauty brands, PR agencies, and retailers to develop and implement marketing and market research strategies. Additionally, BeautyStat offers consumers a service that scours the web for beauty product deals, discounts, and personalized advice, alerting them to the best prices for their favorite products.

Dieux

Venture Round in 2021
Dieux is a skincare brand committed to sustainability and scientific integrity. It offers products made from sustainable, active ingredients in eco-friendly packaging, with transparent pricing.

Kinship

Venture Round in 2020
Kinship, Inc. is a manufacturer of natural skincare products, offering a range that includes face cleansers, wipes, moisturizers, sunscreens, and acne treatment creams. Formerly known as Wunderkind Beauty Inc., the company was incorporated in 2018 and is based in Corte Madera, California. Kinship focuses on creating solutions for sensitive skin by utilizing science-backed formulas, bioactive ingredients, and plant extracts designed to soothe and support the skin barrier. The company emphasizes the importance of a joyful skincare routine, believing that sensitivity can be a superpower. In addition to its product offerings, Kinship operates an e-commerce platform to sell its cruelty-free skin and beauty products directly to consumers.

K18 Hair

Series B in 2020
K18 Hair is a cosmetics manufacturer that offers a variety of products for nourishing and repairing hair.

AQUIS

Series B in 2020
AQUIS is a beauty tool manufacturer focused on creating innovative products that enhance hair health. Founded in 2012 and headquartered in San Francisco, California, the company specializes in hair towels and turbans crafted from an absorbent fabric designed to wick moisture away without causing friction damage. This unique approach allows hair to dry nine times faster than traditional cotton towels, promoting healthier hair without the need for damaging heat tools. AQUIS aims to restore hair's natural strength, vitality, and beauty through its scientifically developed products, providing consumers with effective solutions for hair care.

AQUIS

Series B in 2019
AQUIS is a beauty tool manufacturer focused on creating innovative products that enhance hair health. Founded in 2012 and headquartered in San Francisco, California, the company specializes in hair towels and turbans crafted from an absorbent fabric designed to wick moisture away without causing friction damage. This unique approach allows hair to dry nine times faster than traditional cotton towels, promoting healthier hair without the need for damaging heat tools. AQUIS aims to restore hair's natural strength, vitality, and beauty through its scientifically developed products, providing consumers with effective solutions for hair care.
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