Top 14 Venture Capital Firms for Consumer Goods Startups

For founders in the Consumer Goods space, finding the right investor is about more than just capital. You need a partner who understands the unique challenges of CPG, retail, and e-commerce. Knowing which consumer venture capital firms specialize in your area is the first step toward a successful fundraise.

To help you find the right fit, our team has compiled this overview of top VC firms that actively invest in consumer product startups. Use this guide to quickly identify investors who are most relevant to your business, whether you're at the seed stage or raising a Series A.

Actively raising? You can now access non-dilutive funding options like venture debt and credit lines through Rho Capital. Rho also provides access to business banking, corporate cards, and bill pay—built for startup teams moving fast.

Key Takeaways

• For consumer goods startups, securing venture funding means gaining a strategic partner with deep industry knowledge, not just capital.

• Top venture capital firms active in the consumer goods industry include notable backers like Glasswing Ventures, VMG Partners, Legendary Ventures, and XRC Ventures.

• Once you've closed a funding round, Rho helps you manage your new capital with integrated business banking, corporate cards, and automated bill pay.

Which VC Firms in Consumer Goods Are Right for Your Stage?

Whether you're an early-stage company or preparing for an exit, knowing the right investors to approach is critical. This overview breaks down which consumer goods VC firms invest at each stage, so you can focus your efforts.

As you prepare your pitch, remember that dilutive equity isn't your only option. Rho Capital can connect you with non-dilutive financing like venture debt and credit lines, matched to your specific business needs.

Pre-seed and Seed VC Firms in Consumer Goods

This initial funding stage is for turning an idea into a minimum viable product and finding your first customers. A few seed-stage venture capital firms focused on consumer products are Elizabeth Street Ventures, XRC Ventures, and Crush Ventures.

Early Stage VC Firms in Consumer Goods

Early-stage funding, like a Series A or B, is meant to help you scale your business after you've established product-market fit. For consumer goods startups, active early-stage venture capital firms include specialists like Rocana Venture Partners, Glasswing Ventures, and Fernbrook.

Late Stage VC Firms in Consumer Goods

Late-stage rounds provide significant capital for mature companies to accelerate growth, expand into new markets, or prepare for an exit. Well-known consumer product venture capital firms that invest at this stage include VMG Partners, CAVU, and Legendary Ventures.

Keep in mind that many venture capital firms for startups, such as Silas Capital and Trousdale Ventures, invest across multiple stages from seed to growth. After you close your round, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments all in one place.

Below is a detailed look at top VC firms that focus on the consumer goods sector. We've included key information about their investment stages, geographic preferences, and what makes each firm a compelling choice for founders.

1. Glasswing Ventures

Based in Boston, Glasswing Ventures invests in early-stage startups that apply artificial intelligence and other frontier technologies to major markets. The firm actively funds companies in the enterprise, cybersecurity, and consumer goods sectors.

Glasswing shows a clear preference for companies with deep technical foundations, backing startups like Zylotech, a B2B customer-data platform acquired by Terminus. Their portfolio highlights a focus on businesses creating new technological infrastructure and security solutions.

This firm is an excellent match for founders using AI to build solutions for B2B or consumer applications, particularly at the seed and early stages. Once you've secured your funding, Rho can help you manage it with integrated banking, cards, and spend management tools designed for fast-growing companies.

• Investment stages: Seed, Early Stage Venture

• Industries of focus: Artificial Intelligence (AI), Enterprise Software, Cybersecurity, Consumer Goods

• Geographical presence: Boston, Massachusetts

• Founded: 2016

• Notable investments: Zylotech, Black Kite, ChaosSearch

• Portfolio size: 71 investments

You can refer to their website here.

2. VMG Partners

VMG Partners is a private equity and venture capital firm that partners with founders to grow consumer brands and the technologies that support them. Based in San Francisco, they have a long history of backing companies in the consumer goods space.

The firm is known for its impressive track record of scaling brands into household names, leading to major exits. Their portfolio includes blockbuster acquisitions like the Drunk Elephant skincare line and Quest Nutrition, signaling a focus on high-growth potential.

VMG is a great fit for founders of consumer brands, particularly in food, beverage, and beauty, who are ready to scale toward a major exit. Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity

• Industries of focus: Consumer Goods, Food and Beverage, Beauty, Personal Care, Retail Technology

• Geographical presence: San Francisco, California

• Founded: 2005

• Notable investments: Justin’s, Quest Nutrition, Drunk Elephant, and other brands like Spindrift and KIND

• Portfolio size: 51 investments

You can refer to their website here.

3. Legendary Ventures

Legendary Ventures is a New York-based venture capital fund that accelerates value creation for consumer retail companies. They invest across a wide spectrum of stages, from seed rounds to private equity and secondary market opportunities.

The firm's portfolio is notable for its inclusion of iconic, high-growth brands and transformative technology companies. They have backed household names like Lululemon and Airbnb alongside deep-tech players like SpaceX and the data provider FiscalNote.

This broad investment mandate makes Legendary Ventures a compelling choice for founders building ambitious consumer brands with the potential for massive scale. They are also a potential partner for tech founders whose innovations could impact the consumer sector.

After you close a round with a firm like Legendary, our platform helps you manage that new capital with integrated business banking, corporate cards, and automated payments all in one place.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity, Secondary Market

• Industries of focus: Consumer Goods, Consumer Electronics, FinTech, Internet, Blockchain

• Geographical presence: New York, New York

• Founded: 2019

• Notable investments: SpaceX, Airbnb, Lululemon, Etsy, FiscalNote

• Portfolio size: 22 investments

You can refer to their website here.

4. XRC Ventures

XRC Ventures is a New York-based firm that combines a startup accelerator with a venture fund. They invest in companies across retail technology, consumer goods, and consumer healthtech.

Their portfolio shows a clear focus on innovative direct-to-consumer brands and the technology that powers them. Notable successes include the high-profile exit of razor brand Billie and backing sustainable food-tech company MeliBio, which was named one of TIME's Best Inventions.

The firm's accelerator model makes it a strong choice for founders seeking hands-on guidance at the earliest stages. As you weigh equity financing from firms like XRC, remember that Rho Capital can connect you with non-dilutive options like venture debt and credit lines.

• Investment stages: Seed, Early Stage Venture, Convertible Note, Non-Equity Assistance

• Industries of focus: Retail Technology, Consumer Goods, Personal Health, Supply Chain Management

• Geographical presence: New York, New York

• Founded: 2015

• Notable investments: Billie, Snappy, MeliBio, Recurate

• Portfolio size: 166 investments

Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

You can refer to their website here.

5. Branded Hospitality

Branded Hospitality is a New York-based investment firm that backs ventures and solutions driving innovation across the hospitality sector. They actively fund companies in food and beverage, retail technology, and media.

The firm’s portfolio shows a distinct focus on technology that supports the restaurant and hospitality industries. They have backed notable companies like Bbot, a mobile ordering platform acquired by DoorDash, and the self-serve beverage tech company PourMyBeer.

This makes Branded Hospitality a strong match for founders creating technology for restaurants, bars, and retail environments. They also invest in high-growth consumer brands, such as their backing of Shaquille O'Neal's fast-casual chain, Big Chicken.

Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

• Investment stages: Seed, Early Stage Venture, Convertible Note, Private Equity

• Industries of focus: Hospitality, Food and Beverage, Retail Technology, Consumer Goods

• Geographical presence: New York, New York

• Founded: 2017

• Notable investments: Bbot, PourMyBeer, Ottonomy IO, Chowly, Big Chicken

• Portfolio size: 73 investments

You can refer to their website here.

6. CAVU Consumer Partners

CAVU Consumer Partners is a New York-based firm that invests in the “better-for-you” consumer sector. They back brands focused on health, wellness, and conscious consumption, from food and beverage to personal care.

The firm has a clear track record of scaling brands into market leaders, with portfolio companies like Beyond Meat, Oatly, and Vital Proteins achieving major IPOs or acquisitions. This signals their ability to support companies from early stages through to significant exits.

CAVU is an excellent match for founders building high-growth, mission-driven brands with strong consumer appeal and the potential for a large-scale outcome. As you prepare to pitch, remember that Rho Capital can connect you with non-dilutive financing to complement your funding strategy.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity

• Industries of focus: Consumer Goods, Food and Beverage, Health and Wellness

• Geographical presence: New York, New York

• Founded: 2015

• Notable investments: Beyond Meat, Oatly, The Farmer’s Dog, Vital Proteins, Noom

• Portfolio size: 37 investments

Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

You can refer to their website here.

7. Silas Capital

Based in New York, Silas Capital is a venture and growth equity firm focused on building the next generation of consumer brands. They invest across a company's full lifecycle, from seed funding to later growth stages.

Their track record is defined by backing breakout direct-to-consumer companies and guiding them to successful exits, including the IPO of Casper and the acquisition of ILIA Beauty. This signals a deep expertise in scaling brands for market leadership.

This firm is an excellent match for founders of ambitious consumer brands seeking a long-term partner for growth and an eventual exit. Once you've secured that funding, our platform helps you manage your new capital with integrated business banking, corporate cards, and automated payments.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture, Private Equity

• Industries of focus: Consumer Goods, Internet

• Geographical presence: New York, New York

• Founded: 2011

• Notable investments: ILIA Beauty, Bare Snacks, Boll & Branch, Casper

• Portfolio size: 48 investments

You can refer to their website here.

8. Fernbrook Capital Management LLC

Fernbrook Capital Management is a New York-based firm that invests in early-stage, tech-enabled consumer companies. They back ventures across a wide range of sectors, including e-commerce, retail, and food and beverage.

The firm’s portfolio shows a focus on both modern consumer brands and the software that supports them. They backed the clean-beauty leader Beautycounter through a successful exit and helped build Ember Technologies into a global consumer-tech brand.

Fernbrook is a strong fit for founders building tech-forward consumer businesses, from direct-to-consumer brands to retail software platforms. As you prepare your pitch, remember that our team at Rho Capital can also connect you with non-dilutive financing to complement your equity strategy.

• Investment stages: Seed, Early Stage, Late Stage Venture, Convertible Note

• Industries of focus: Consumer Goods, E-Commerce, Food and Beverage, Beauty, Retail, FinTech

• Geographical presence: New York, New York

• Founded: 2016

• Notable investments: Beautycounter, Ember Technologies, BrewBird, Birdwell Beach Britches

• Portfolio size: 34 investments

You can refer to their website here.

9. Trousdale Ventures

Trousdale Ventures is a Los Angeles-based firm that backs mission-driven companies with the potential to be a catalyst for positive change. They operate as both a venture capital fund and a family investment office, investing across multiple stages.

The firm's portfolio is marked by investments in ambitious, high-profile technology companies like SpaceX, Neuralink, and The Boring Company. This focus on transformative tech, alongside consumer brands like Hagerty, shows a strategy of backing ventures with the potential for massive scale.

Trousdale is a strong potential partner for founders building world-changing companies, especially in deep tech, cleantech, and transportation. As you explore equity partners like Trousdale, our team at Rho Capital can also connect you with non-dilutive financing to complement your funding strategy.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture

• Industries of focus: Consumer Goods, CleanTech, Information Technology, Transportation

• Geographical presence: Los Angeles, California

• Founded: 2019

• Notable investments: SpaceX, Neuralink, The Boring Company, Solugen, Hagerty

• Portfolio size: 86 investments

You can refer to their website here.

10. Elizabeth Street Ventures

Elizabeth Street Ventures is an early-stage firm based in New York that invests in companies with a strong digital consumer focus. They prioritize businesses that show an obsessive commitment to the customer experience.

The firm's portfolio reflects a clear interest in both consumer brands and the technology that supports them. They have backed fintech unicorn Current and guided brands like Costa Brazil and RISE Brewing Co. to successful acquisitions.

This firm is a great match for founders building digitally-native consumer or fintech companies at the seed or early stages. Once you secure that funding, our platform helps you manage your new capital with integrated business banking, corporate cards, and automated payments.

• Investment stages: Seed, Early Stage Venture

• Industries of focus: Consumer Goods, FinTech, Internet, Wellness

• Geographical presence: New York, New York

• Founded: 2018

• Notable investments: Current, Costa Brazil, Banyan, RISE Brewing Co.

• Portfolio size: 38 investments

You can refer to their website here.

11. Rocana Venture Partners

Rocana Venture Partners is a Los Angeles-based firm that invests in early-stage consumer packaged goods (CPG) brands with a "better-living" ethos. They focus on partnering with companies that aim to improve consumer wellness.

The firm's portfolio is concentrated in the food, beverage, and wellness sectors, with a clear eye for breakout brands. Their backing of companies like the prebiotic soda Olipop and the nutrition company Bulletproof shows their ability to support category-defining products.

Rocana is a strong match for founders of early-stage CPG brands, especially in the "better-for-you" food and beverage space. Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

• Investment stages: Early Stage Venture

• Industries of focus: Consumer Goods, Food and Beverage, Wellness

• Geographical presence: Los Angeles, California

• Founded: 2018

• Notable investments: Olipop, Poppi, Bulletproof

• Portfolio size: 26 investments

You can refer to their website here.

12. Crush Ventures

Crush Ventures is a Los Angeles-based firm that invests in early-stage companies at the intersection of media and commerce. They back founders building brands that can tap into cultural trends and entertainment for growth.

The firm’s portfolio highlights a strategy of backing brands with strong pop-culture appeal. They have invested in companies like Dolce Glow, which is backed by Miley Cyrus, and AudioShake, an AI platform whose technology helped a Green Day post go viral.

This makes Crush Ventures a strong partner for founders building consumer brands with a clear path to cultural relevance. As you explore equity financing, remember that Rho Capital can also connect you with non-dilutive options like venture debt to complement your funding strategy.

• Investment stages: Seed, Early Stage Venture

• Industries of focus: Consumer Goods, Media and Entertainment, Music, Social Media

• Geographical presence: Los Angeles, California

• Founded: 2000

• Notable investments: Yola Mezcal, AudioShake, Dolce Glow, Dance Church

• Portfolio size: 28 investments

Once you've secured funding, Rho helps you put that capital to work with an all-in-one platform for banking, corporate cards, and spend management.

You can refer to their website here.

13. Morrison Seger Venture Capital Partners

Morrison Seger Venture Capital Partners is a Texas-based firm that invests in emerging companies. They support founders across multiple stages, from seed rounds through to later-stage growth.

Their portfolio reveals a unique strategy, backing both celebrity-led consumer brands and ambitious deep-tech ventures. They have invested in Snoop Dogg's ice cream brand, Dr. Bombay, alongside Apptronik, a robotics company partnered with NASA.

This makes the firm a compelling partner for founders building high-growth consumer products or transformative technology. Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

• Investment stages: Seed, Early Stage Venture, Late Stage Venture

• Industries of focus: Consumer Goods, Food and Beverage, Software, Robotics

• Geographical presence: Dallas, Texas

• Founded: 2022

• Notable investments: Apptronik, Dr. Bombay, Cure Hydration, BSB

• Portfolio size: 22 investments

You can refer to their website here.

14. Pereg Ventures

Pereg Ventures is a New York-based firm that invests across multiple stages, from convertible notes to late-stage rounds. They back companies in data-heavy industries, including retail technology, marketing, and consumer goods.

The firm’s portfolio shows a clear focus on technology that provides business intelligence, backing companies like the in-store analytics platform RetailNext. Their track record includes the high-profile acquisition of Crosswise by Oracle, signaling their ability to guide companies to successful exits.

This makes Pereg Ventures a strong potential partner for founders building data-driven platforms for the retail and consumer sectors. As you weigh your financing options, remember that Rho Capital can connect you with non-dilutive funding to support your growth without giving up more equity.

• Investment stages: Convertible Note, Early Stage Venture, Late Stage Venture

• Industries of focus: Retail Technology, Consumer Goods, Marketing, Big Data, Analytics

• Geographical presence: New York, New York

• Founded: 2014

• Notable investments: RetailNext, Bringg, Crosswise

• Portfolio size: 20 investments

Once you secure funding, our integrated platform helps you manage that new capital with business banking, corporate cards, and automated payments.

You can refer to their website here.

What This Tells Us About The VC Scene for Consumer Goods Companies

The venture capital environment for consumer goods companies is varied, offering opportunities for founders at nearly every stage. While many firms focus on early-stage investments, a significant number also provide growth capital for later rounds. This balance means that whether you are just starting or preparing to scale, there are specialized investors looking for companies like yours.

Geographically, investors are concentrated in major hubs like New York and California, but the presence of firms in other regions shows a broadening interest. The variety of investor types—from tech-focused funds to brand-building specialists—gives you a wide range of potential partners to approach.

As you plan your fundraising strategy, remember that equity isn't your only path to growth. Our team at Rho Capital can help you access non-dilutive financing, such as venture debt or credit lines, to complement your equity round and extend your runway.

Raise Confidently with Rho

Fundraising requires immense focus, and knowing which investors to approach saves you valuable time and effort. We hope this list helps you identify the right partners for your consumer brand's next stage.

If you’re seeking funding, Rho Capital connects you to non-dilutive funding options like venture debt and credit lines through a fast, guided process. We help you access financing tailored to your business without chasing lenders.

Once your capital is secured, Rho provides integrated tools to help you manage and deploy funds efficiently. Our platform includes business banking, corporate cards, and automated bill pay to support your growth.

FAQs about Venture Capital Firms Focused on Consumer Goods

Which US cities have the most consumer venture capital firms?

New York City and the San Francisco Bay Area are the primary centers for consumer-focused VCs. Los Angeles and Boston also have strong ecosystems with many firms that actively fund consumer product startups at various stages of growth.

How do I find VCs for niche consumer products like fashion or beauty?

Look at the portfolios of firms that invest in consumer goods. Many specialize in sub-sectors like fashion, beauty, or food and beverage. Industry-specific publications, databases, and networking events are also excellent resources for identifying the right investors.

What are the top European hubs for consumer venture capital firms?

London is a major hub for consumer venture capital in Europe, with a high concentration of firms funding retail and e-commerce. Cities like Berlin and Paris are also growing quickly as centers for consumer-focused startups and investors.

What makes a consumer brand attractive to early-stage VC firms?

Early-stage firms look for strong brand identity, clear evidence of product-market fit, and a passionate founding team. They also want to see a large addressable market and a scalable plan for acquiring customers and growing revenue.

How can I find non-dilutive funding for my consumer goods startup?

Equity isn't the only option. Our team at Rho Capital connects founders with non-dilutive financing like venture debt and credit lines. We match you with tailored options to extend your runway without giving up additional ownership in your company.

How does Rho help manage capital after a funding round?

Once you've secured funding, our all-in-one platform helps you manage it effectively. Rho provides integrated business banking, corporate cards with cash back, and automated bill pay to support your company's growth and financial operations.