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Go Big.
Stay True.


We discover, fund and help scale emerging cult consumer brands.

Cult Brand


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
Brands that give their consumers
a sense 
of identity and


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 

CPG Categories
We primarily focus on brands
in these key categories:
 Food + Beverage

Beauty + Personal Care

Fashion + Leisure
Household + Pet 



We help catapult emerging cult favorites to mainstream success with truth and authenticity.

We are hyper-selective and only invest in the rare and remarkable few.

Our quality over quantity approach allows us to be the hands-on, focused, engaged and proactive growth partner needed to succeed in today's marketplace.

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We are creating a new kind of investor relationship for emerging cult brands and their founders.

CULT Capital offers a modern, deep and purposeful collaboration that goes well beyond the boardroom. Our proven process breaks down the stereotypes and invisible wall that often exists between investors and brand founder. 

Here’s what makes us different.

We help emerging cult brands go big and stay true, like no other.

We have the experience and heart that’s needed to authentically scale brands. We believe in our brand founders and genuinely respect and champion their mission, vision and values.


Brands we’re
proudly invested in.

We invest in the rare & remarkable.
Quality over quantity.

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This cult beauty brand is redefining convenience.
Rachel is bringing convenient, easy-to-use, high quality products to the cosmetics space.

Rachel Reid
Founder & CEO of Subtl Beauty

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This cult favorite is making beauty clean (AF).
Annie is bringing the sexiness and artistry of color cosmetics to clean beauty.

Annie Lawless

Founder & CEO of LAWLESS Beauty

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A cult brand elevating the haircare industry.
Helen’s clean haircare products take scalp health and wellness to the next level.

Helen Reavey

Founder & Creative Director of Act+Acre

A cult brand reimagining medical apparel.
This brand lets medical professionals look and feel great while they do good.

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Shaan Sethi

Founder & CEO of Jaanuu

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Taking a cult vegan cheese brand mainstream.
We're delighted to help take this brand, its delicious products, and mission to the next level.

A cult skin care brand 
that's redefining SPF.

This passionate brand is out to save lives by changing the way we think about sunscreen.

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Holly Thaggard
Founder of Supergoop!

Exited to Blackstone in December 2021

This cult brand puts
family first. Naturally.

It was so rewarding to help this passionate B-Corp innovate and flourish.

Kate Solomon
Founder & CEO of Babo Botanicals

Exited to
Mustela in October 2018

Say hello to 
CULT Capital.


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 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.


Christine L. Holcomb

Spark and curiosity fuels Christine’s ability to discover the best and truest cult-brands. She is the consumer brands are vying to reach, so she easily identifies what makes the consumer tick, and what trends are up-and-coming. Brand obsessed, and innovation hungry, Christine moved from Florida to New York in 2016, and hasn’t looked back since.


Michael C. Mamiye

Born and raised in Brooklyn, Michael joined CULT Capital in the Summer of 2016 while finishing up his senior year of school at Baruch College. Upon graduation, Michael joined the team full time, assisting with deal sourcing, diligence, execution, and portfolio management.


Will M. Duda

Prior to CULT Capital, Will developed his admiration for cult brands as an investment banking analyst at Wells Fargo, working with Consumer and Retail clients across a variety of transactions including M&A, debt, and equity financings. Will was born and raised in Minnesota but has called New York home since 2019.

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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.





Our full service growth network
CULT Capital 360 has been curated to provide our fast growing brand partners with the 360º proven support they need to soar.

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