Cult Brand
Investors.
Cult Brand (N.): A cult brand changes the world by providing a product that otherwise would not exist; and if it didn’t exist the world would be worse off in a meaningful way. It’s a product consumers can’t live without.
A cult brand derives its loyal following not just by virtue of the product being provided, but also by the way in which the brand engages with its consumer. A cult brand hyper-connects with its followers and has a fiercely committed and loyal customer base. It’s a brand that sells a lifestyle, not just a product.
Our Investment Focus
Cult Brand Following
We seek consumer
brands that have fanatical
followers. Brands that give their consumers
a sense of identity and
belonging.
Growth Stage
We partner with ambitious brands that have annual revenues of at least
$2 million and are seeking capital investment of
up to $10 million.
​
CPG Categories
We primarily focus on brands
in these key categories:
Beauty + Personal Care
Food + Beverage
Homecare
Pet
Wellness
​
Current
October 2025
Current
July 2025
Current
November 2023
Current
August 2025
Current
June 2025
Current
April 2021
Current
December 2019
Realized
April 2025
Realized
October 2025
Realized
Exited to Blackstone
December 2021
Realized
Exited to Mustela
October 2018
Say hello to
the team.
John.
John M. Kenney
John has been a passionate brand investor since 2000. Before meeting Sarah and starting CULT Capital together in 2014, John was a Partner at TSG Consumer Partners and AEA Investors. Despite his Boston roots (and lingering affection for its sports teams), John and his family have called New York home for 30 years and he loves it and all that it represents.
Sarah.
Sarah A. Woelfel
In co-founding CULT Capital, Sarah combined her zeal for investing with her affection for cult consumer brands. Prior to CULT Capital, Sarah served on the investment team at Audax and as an I-banking analyst at Deutsche Bank. Although she has been living in New York since 2008, her Florida roots will never adjust to the winter.
Vienna.
Vienna C. Buscher
Vienna began her career at Morgan Stanley as an investment banking analyst. She then joined Garnett Station Partners as a private equity associate, evaluating buyout opportunities in the consumer services space. Her love for brands and for founders led her to CULT, where she supports deal sourcing, diligence, execution, and portfolio management.
Brittany.
Brittany J. Scheid
As the saying goes, "They always come back!" Brittany began her journey with CULT Capital as a research assistant from 2017 to 2019 before relocating to the Sunshine State, where she now lives with her family. In January 2024, Brittany rejoined CULT Capital as a research analyst, seeking out innovative and exciting brands.
The pillars of our working relationship
While we are getting in-sync with your vision and working to understand the brand, we are also building a great partnership. Every great partnership is built on having shared objectives, mutual respect and trust. Our relationship with you, like a house, is built from the foundation upward with alignment as the ultimate goal.
