Welcome to CPGD’s newsletter for investors.
We started this newsletter because hundreds of our existing 9,000+ subscribers expressed interest in investing in early stage CPG. So we started curating a Deal Flow Portal with vetted, early-access deals. As both our list of investors and deals grew, we decided to expand our offering into a totally separate newsletter.
What you’ll get
Each newsletter will feature:
Founder deep dives of 2-4 brands we’re especially excited about
The latest full list of brands raising that we’ve curated
About the writer
And to introduce myself: hi, 👋 I’m Lucy and I’ve been leading Partnerships at CPGD. I attended the University of Chicago and am currently an MBA student at Wharton.
Full List
Liked our spotlights? Check out our Deal Flow Portal (password = betterforyou) for a full list of vetted CPG startups currently raising! We refresh this portal every month with new brands.
Founder Spotlights
Highlighting 4 amazing Founders who are raising right now…
Oh Norman!
Kaley Cuoco’s eco-friendly, ethically sourced pet care brand
Raising: $1.5M Convertible Note ($10M Pre-cap or 20% Discount)
Launched by Kaley Cuoco and Katie Hunt, Oh Norman! is the next-generation pet wellness brand offering affordable, eco-friendly, and ethically sourced products for dogs. A portion of every purchase goes directly to rescue dogs, championing the belief that doing good by Norman means doing good by all.
Why We Love It:
Market Tailwinds: With the global pet market projected to grow from $261B to $325B by 2028, recent trends in the humanization of pets have driven pet parents to spend more on premium products. Despite the market's size, it remains highly fragmented outside of pet food, and there is currently no comprehensive, one-stop shop for all-natural, ethical, and healthy pet care products, a gap Oh Norman! is uniquely positioned to fill.
Experienced, Visionary Team: Oh Norman is led by an amazing all-female team with expertise in brand building and a deep passion for the category. Co-founder and renowned actress Kaley Cuoco is a proud mom to rescue dogs, embodying the brand's values and amplifying its reach. Joining her is Katie Hunt, a seasoned entrepreneur and brand builder with a track record of scaling iconic companies such as Warby Parker (3rd employee), Hinge (Chief Brand Officer), Showfields (co-founder), and Everywhere Ventures (co-founder).
Use of Funds: Raising $1.5M to accelerate growth. Exciting upcoming initiatives include:
Launching on Chewy, TikTok Shops, PetsMart and PetCo in 2025
PetMeds is paying to include a sample of Oh Norman! in every box
Raise Details & Brand Metrics:
Lead Investor / Angel Secured: No lead, ~$600K left in the round with several major investors already committed
Customer Traction & Growth Metrics: $1.2M+ total sales, $43 AOV, 26% repeat customers in Sept, Amazon’s Featured Brand of the Month, went live on Amazon and saw $30K in sales within the first 48 hours on $0 advertising spend
Previous Rounds Raised: $3M
Nourie
IP-backed, bio-based, nourishing hair extensions
Raising: $1.3M Seed
Nourie is a female-founded hair extension brand revolutionizing the industry with its IP-backed Nourishment Release Technology. This transforms hair extensions into a nutrient delivery system by releasing bio-based, scalp-nourishing ingredients triggered by friction, heat, dryness, or pH changes, with effects lasting for days. Founded by Osahon Ojeaga, the brand was inspired by her own unsatisfactory experiences with traditional hair extensions. She sought to create a solution that not only alleviates irritation and utilizes the best plant-based materials but also delivers ongoing nourishment to promote healthier scalp.
Why We Love It:
Competitive Differentiation: Nourie holds a strong position with IP-backed technology, including three patents to date, ensuring protection and uniqueness in market.
Market Tailwinds: Nourie capitalizes on the growing "skinification of scalp" trend, where more consumers are seeking high-quality, nourishing hair care solutions to nourish, protect, and rejuvenate the scalp and hair follicles. The brand is also positioned as a premium product in the market, priced at ~$15 per unit compared to competitors at $7–$12, appealing to the prestige beauty segment.
Scalability and Growth Prospects: Highly scalable business model that leverages co-manufacturing partnerships to efficiently meet growing demand while capitalizing on high customer lifetime value (LTV). The average hair extension user spends $2K annually with strong repeat purchase behavior poses significant upside potential for growth and consumer retention.
Use of Funds: Raising $1.3M to accelerate growth. Exciting initiatives include:
Secured distribution through SalonCentric, L’Oréal’s professional beauty supply chain; next step in distribution is through professional style salons
Launching on TikTok Shop as the first US-based black beauty shop
Scaling manufacturing operations to support B2B industrial fiber supply
Building an affiliate sales network to amplify reach and brand in the pro salon sales channel
Raise Details & Brand Metrics:
Lead Investor / Angel Secured: Not yet
Customer Traction & Growth Metrics: $134 customer LTV, 4.8x CAC/LTV, 38% quarter over quarter growth during sales pilot, 47% gross margin
Previous Rounds Raised: $2.5M pre-seed raised to date, participated in SOSV IndieBio accelerator (also previously accepted into Techstars)
Min and Max Check Size: N/A
LUWI
Hormone-Free Internal Liner for Contraception and STI Protection
Raising: $1.5M SAFE ($10M Cap)
When the founder of LUWI, Lisa Kinsella, was diagnosed with breast cancer and filed for divorce in the same week, she eventually found herself in need of a hormone-free contraceptive option after cancer treatment. Kinsella then discovered that there were no over-the-counter (OTC) hormone-free contraceptive options for women that also protected against sexually transmitted infections (STIs), while men could find hundreds of OTC condom brands.
Lisa believes that women deserve a health equity product that is easily accessible, on demand, hormone-free, and OTC. LUWI aims to provide a long-overdue option that puts women in control of their own health while offering a superior customer experience for both partners. Launching in 2025 - read about Lisa in Forbes!
Why We Love It:
Addressing Challenges in STI Prevention and Contraception: LUWI taps into a growing need for innovative STI prevention solutions, especially as STI rates continue to rise among younger demographics, impacting 25% of 18-24 year-olds. By providing an OTC, latex-free, hormone-free and user-friendly alternative designed for women, LUWI aligns with increasing consumer demand for accessible, effective contraceptive options.
Empowering Women through Autonomy and Choice: LUWI is redefining reproductive health by centering on women's agency, comfort, and equitable access to safe solutions. By prioritizing women’s needs, LUWI provides a product that puts control and choice directly in their hands, offering a groundbreaking alternative to traditional, male-centric condom options.
Use of Funds: Raising $1.5M to prepare for GTM, FDA clearance, and scale manufacturing
Raise Details & Brand Metrics:
Lead Investor / Angel Secured: Yes
Customer Traction & Growth Metrics: Pre-Market LOI’s totaling $1.8M, pre-market pipeline of $12M
Previous Rounds Raised: $1M
Min and Max Check Size: $25K min
FrutaPOP
Alcohol-Infused Ice Pops
Raising $300K
Tracy Memoli created FrutaPOP with a simple yet bold mission: to redefine frozen desserts and cocktails with a healthier twist. As a lifelong lover of frozen treats, she was disheartened by the abundance of sugar-laden, artificially flavored options on the market. She was shocked that a healthier option didn’t exist and wanted to change that. With her love for ice pops, she set out to create a gourmet, alcohol-infused ice pops without any added sugars, syrups, or dyes.
Why We Love It:
Reimagining a New Category: FrutaPOP has revolutionized the RTD market by introducing a first-of-its-kind product: gourmet, alcohol-infused and mocktail ice pops made with natural flavors and colors. Positioned within the rapidly growing "ready-to-freeze" segment, the category has already scaled to over $40M, while the broader flexible packaging industry is on track to hit $264B by 2027, showcasing significant growth potential and scalability for innovative brands like FrutaPOP.
Use of Funds: Raising $300K to support key growth initiatives including a shelf-stable production run, marketing and PR, social media campaigns, fractional team salaries, updated packaging design and website refresh
Raise Details & Brand Metrics:
Lead Investor / Angel Secured: Not yet
Customer Traction & Growth Metrics: $1.3M lifetime revenue
Previous Rounds Raised: $100K
Min and Max Check Size: $300K - $500K
See You Next Time…
And if you’d like an intro to the founders, feel free to reach out ([email protected])!
-Lucy