--- title: A Founder's Guide to Consumer & CPG Fundraising description: Raising capital as a consumer brand? See what today’s investors expect, which funds are active, and how Lunr helps founders preserve equity while scaling. image: https://blog.lunrcapital.com/hubfs/MASTER%20Lunr%20Blog%20Posts-2.png --- [Skip to content](https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025#main-content) [![LUNR logo](https://blog.lunrcapital.com/hubfs/se3condary%20horizontal%20purp.svg)](https://www.lunrcapital.com/) - [WHAT WE OFFER](https://www.lunrcapital.com/what-we-offer) - [SUCCESS STORIES](https://www.lunrcapital.com/success-stories) - [ABOUT US](https://www.lunrcapital.com/about-us) - [BLOG](https://blog.lunrcapital.com/) Open main navigation Close main navigation - [WHAT WE OFFER](https://www.lunrcapital.com/what-we-offer) - [SUCCESS STORIES](https://www.lunrcapital.com/success-stories) - [ABOUT US](https://www.lunrcapital.com/about-us) - [BLOG](https://blog.lunrcapital.com/) - [CONTACT US](https://www.lunrcapital.com/contact-us) [CONTACT US](https://www.lunrcapital.com/contact-us) Oct 9, 2025 # A Founder's Guide to Consumer & CPG Fundraising ![Picture of Maggie](https://blog.lunrcapital.com/hs-fs/hubfs/lunr_bentonville-5.jpg?width=50&name=lunr_bentonville-5.jpg) [Maggie](https://blog.lunrcapital.com/author/maggie) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025) [Twitter icon](https://twitter.com/intent/tweet?url=https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025) [envelope icon](mailto:?body=https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025) ![MASTER Lunr Blog Posts-2](https://blog.lunrcapital.com/hs-fs/hubfs/MASTER%20Lunr%20Blog%20Posts-2.png?width=960&height=540&name=MASTER%20Lunr%20Blog%20Posts-2.png) Raising capital as a consumer or CPG brand in the U.S. means navigating a crowded, fragmented investor landscape. To get a real-world perspective on what investors are looking for today, we spoke with [Diana Melencio](https://www.linkedin.com/in/dianamelencio/), General Partner at [XRC Brand Capital Fund,](https://xrcventures.com/brand-capital-fund) who recently joined us for our [Emerging Brands Collective trip to Bentonville](https://blog.lunrcapital.com/our-exclusive-look-inside-the-walmart-ecosystem).  Below is a guide to the capital stages you'll encounter, what today's investors expect, and a directory of active funds in the space. ## The early-stage capital landscape Understanding the types of capital available helps you target the right investors at the right time. Here's what founders typically encounter: | ###### **Stage** | ###### **Typical Check** | ###### **What They Fund** | | --- | --- | --- | | **Pre-seed and Seed** | $50K–$1M | Product-market fit and initial traction | | **Seed to Series A** | $250K–$3M | Brand building, demand creation, early retail expansion | | **Growth-stage** | $2M–$10M+ | National scaling | | **Growth equity and PE** | $5M–$50M+ | Category expansion and exits | A note on non-dilutive capital: Equity is critical for building your brand and team, but inventory is often the biggest ongoing cash drain for consumer brands. Non-dilutive financing from companies like Lunr provides capital for inventory and purchase orders without taking equity, allowing you to preserve ownership while you scale. ## Which consumer categories are winning investor attention? Not all consumer categories are created equal right now. Diana notes that "beauty and personal care continue to stand out given their strong gross margins (70% - 80%), high exit multiples, and active M&A activity." If you're building in these spaces, you're operating in categories with proven investor appetite and clear paths to exits. Beyond beauty, there's growing momentum in health and wellness. Diana shares that she's "excited about emerging OTC and consumer health opportunities — particularly in self-care, supplements, and Rx-to-OTC switches — as consumers lean further into convenience, preventive health, and downstream effects of GLP-1." This represents a frontier where shifting consumer behavior is creating new investment opportunities, especially as wellness becomes more mainstream and accessible. ## What it takes to raise equity today The requirements for securing venture funding have become more stringent. According to Diana, "Check sizes have stayed relatively steady, but the bar for attracting venture funding has definitely risen — $1M - $3M in revenue paired with a wholesale order — a sign of real discipline among investors to the frustration of founders." In practice, this means investors need to see product-market fit backed by real numbers: meaningful revenue and at least one wholesale partnership that proves your brand can succeed beyond DTC. But not just any wholesale partnership will do. Diana warns that "institutional investors are increasingly looking for early proof of scalable retail or specialty beauty distribution: independent boutiques or Faire relationships often do not suffice even at the early stage, before writing a check." Brands need distribution channels that demonstrate scalability: regional chains, specialty retail with multiple doors, or partnerships that show a path to national expansion. ## Finding the right investors for your brand The consumer and CPG investment landscape includes hundreds of active funds, from small regional seed investors to global growth equity firms. The key is finding investors who: - Are actively investing in your category - Write checks that match your stage and funding needs - Have portfolio companies at a similar stage or slightly ahead of you - Understand your distribution strategy and margin profile ## Active early-stage investors in consumer & CPG Below is a vetted list of active investors in the consumer and CPG space. Many of these investors are active in Lunr's portfolio of consumer brands and are actively looking for the next amazing consumer product. Use this as a starting point for building your target investor list. | ##### **Investor** | ##### **# of deals** | ##### **Location** | ##### **Stage Focus + Check Range** | ##### **Description** | | --- | --- | --- | --- | --- | | [Beechwood Capital](https://beechwoodcap.com/) | 13 | Wellesley, MA | Growth / Series A+, $1M–$10M | Growth investor in consumer and retail businesses | | [CAVU Consumer Partners](https://cavuconsumer.com/) | 39 | New York, NY | Growth / Series A+, $5M–$50M+ | Leading 'better-for-you' consumer products fund | | [Coefficient Capital](https://www.coefficientcap.com/) | 19 | New York, NY | Growth / Series A–B, $2M–$10M | Early-growth investor in modern consumer brands | | [Crush Ventures](https://crush.ventures/) | 28 | Los Angeles, CA | Seed–Series A, $250K–$2M | Invests at the intersection of media and commerce | | [Electric Feel Ventures](https://www.electricfeelent.com/ventures) | 50 | Miami, FL | Seed, $250K–$1M | Celebrity-backed fund for consumer tech and CPG | | [Elizabeth Street Ventures](https://elizabethstreet.vc/) | 38 | New York, NY | Pre-seed / Seed, $100K–$500K | Early-stage fund for digital consumer startups | | [Fab Co-Creation Studio Ventures](https://www.fabcocreationstudio.com/) | 25 | Los Angeles, CA | Seed, $250K–$1M | Seed investor in conscious beauty and fashion | | [Gather Ventures](https://www.gatherventures.com/) | 16 | New York, NY | Seed, $250K–$1M | Investor in plant-based and sustainable food | | [H Venture Partners](https://h.ventures/) | 13 | Cincinnati, OH | Seed–Series A, $500K–$2M | Science-backed consumer brand investor | | [Humble Growth](https://www.humblegrowth.com/) | ~10–15 (est.) | New York, NY | Growth / Series B+, $10M–$40M | Growth equity firm backing high-growth consumer brands with $20m+ revenue | | [KarpReilly](https://www.karpreilly.com/) | ~180 | Greenwich, CT | Lower-mid market, $4M–$25M equity | Growth equity investor in consumer, retail, branded product, and hospitality sectors | | [igniteXL Ventures](https://ignitexl.vc/) | 17 | Palo Alto, CA | Seed, $250K–$1M | Global seed fund for beauty, fashion, and wellness | | [InviNext Growth Partners](https://www.invinextgrowth.com/) | 22 | Boston, MA | Growth Equity, typically multi-million-dollar check | Invests in growth-stage consumer brands | | [Listen Ventures](https://www.listen.co/) | 64 | Chicago, IL | Seed–Series A, $500K–$3M | Brand-focused consumer VC with ~60+ disclosed investments | | [Midnight Venture Partners](https://www.midnightvp.com/) | 11 | Austin, TX | Seed, $100K–$500K | Small Austin-based CPG investor | | [Morrison Seger Venture Capital Partners](https://www.morrisonseger.com/) | 47 | Dallas, TX | Seed–Series A, $250K–$1M+ | Regional VC investing in CPG and SaaS companies | | [NewBound Venture Capital](https://www.newboundvc.com/) | 29 | Minneapolis, MN | Seed and Series A, $1M-$10m | Consumer-centric VC | | [Ridgeline Ventures](https://ridgelinevc.com/) | 14 | Boulder, CO | Growth / Series A+, $1M–$10M | Investor in natural food and active lifestyle brands | | [Silas Capital](https://www.silascapital.com/) | 49 | New York, NY | Growth, $5M–$25M | Growth equity fund for next-gen consumer brands | | [Sonoma Brands Capital](https://www.sonomabrands.com/) | 22 | Sonoma, CA | Growth / PE, $5M–$50M+ | Consumer growth equity and PE fund | | [Springdale Ventures](https://www.springdaleventures.com/) | 21 | Austin, TX | Seed, $250K–$1M | Seed and early-stage fund for CPG brands | | [Sugar Capital](https://sugarcap.com/) | 21 | Austin, TX | Seed / Early stage, $0.5M–$1M | Early-stage VC backing consumer, commerce, and tech-enabled consumer brands | | [Touch Capital](https://touchcapital.com/) | 4 | New York, NY | Growth, $2M–$10M | Growth investor in food, beverage, pet, and personal care | | [Trousdale Ventures](https://trousdale.vc/) | 86 | Los Angeles, CA | Seed–Growth, $1M–$10M | Mission-driven fund investing in consumer brands | | [Tundra Ventures](https://tundravc.com/) | 3 | Minneapolis, MN | Pre-seed / Seed, $100K–$500K | Pre-seed/seed investor in CPG and health-tech | | [XRC Ventures](https://xrcventures.com/) | 167 | New York, NY | Accelerator + Seed, $50K–$500K | Retail tech and consumer goods accelerator + VC | The best funding strategy combines equity for brand building with non-dilutive capital for inventory. Ready to preserve more ownership while you grow? [Reach out to Lunr](https://www.lunrcapital.com/contact-us) to learn about inventory funding solutions that complement your equity raises. ## Related posts [![](https://blog.lunrcapital.com/hs-fs/hubfs/Blog%20Posts%20(Insurance%20and%20UCC)%20(3).jpg?height=200&name=Blog%20Posts%20(Insurance%20and%20UCC)%20(3).jpg)](https://blog.lunrcapital.com/what-is-a-ucc-filing-what-cpg-founders-should-know-before-signing-a-financing-deal) [Founder Resources](https://blog.lunrcapital.com/tag/founder-resources) ## [What Is a UCC Filing? What CPG Founders Should Know Before Signing a Financing Deal](https://blog.lunrcapital.com/what-is-a-ucc-filing-what-cpg-founders-should-know-before-signing-a-financing-deal) ![Picture of Maya Evans-Riera](https://blog.lunrcapital.com/hs-fs/hubfs/maya%20headshot.jpg?width=50&name=maya%20headshot.jpg) [Maya Evans-Riera](https://blog.lunrcapital.com/author/maya-evans-riera) Apr 29, 2026 [Read more](https://blog.lunrcapital.com/what-is-a-ucc-filing-what-cpg-founders-should-know-before-signing-a-financing-deal) [![](https://blog.lunrcapital.com/hs-fs/hubfs/Blog%20Cover%20-%20The%20Founders%20Guide%20to%20Inventory%20Financing%20for%20Consumer%20Brands-1.png?height=200&name=Blog%20Cover%20-%20The%20Founders%20Guide%20to%20Inventory%20Financing%20for%20Consumer%20Brands-1.png)](https://blog.lunrcapital.com/the-founders-guide-to-inventory-financing-for-consumer-brands) [Founder Resources](https://blog.lunrcapital.com/tag/founder-resources), [Emerging Brands](https://blog.lunrcapital.com/tag/emerging-brands) ## [The Founder's Guide to Inventory Financing for Consumer Brands](https://blog.lunrcapital.com/the-founders-guide-to-inventory-financing-for-consumer-brands) ![Picture of Maggie](https://blog.lunrcapital.com/hs-fs/hubfs/lunr_bentonville-5.jpg?width=50&name=lunr_bentonville-5.jpg) [Maggie](https://blog.lunrcapital.com/author/maggie) Jan 27, 2026 [Read more](https://blog.lunrcapital.com/the-founders-guide-to-inventory-financing-for-consumer-brands) [![2024 Resources, Grants and Programs for Women Entrepreneurs and Founders Cover](https://blog.lunrcapital.com/hs-fs/hubfs/2024%20Resources%2c%20Grants%20and%20Programs%20for%20Women%20Entrepreneurs%20and%20Founders%20cover.png?height=200&name=2024%20Resources%2c%20Grants%20and%20Programs%20for%20Women%20Entrepreneurs%20and%20Founders%20cover.png)](https://blog.lunrcapital.com/2024-programs-for-women-entrepreneurs-and-founders) ## [2024 Resources, Grants and Programs for Women Entrepreneurs and Founders](https://blog.lunrcapital.com/2024-programs-for-women-entrepreneurs-and-founders) [The Lunr Team](https://blog.lunrcapital.com/author/the-lunr-team) Mar 27, 2024 At Lunr Capital, we recognize the pivotal role that women entrepreneurs and founders play in the... [Read more](https://blog.lunrcapital.com/2024-programs-for-women-entrepreneurs-and-founders) --- [![se3condary horizontal grey](https://blog.lunrcapital.com/hubfs/se3condary%20horizontal%20grey.svg "se3condary horizontal grey")](https://lunrcapital.com) . . © 2023 COPYRIGHT LUNR CAPITAL, INC 212 3RD AVE N. #150 MINNEAPOLIS, MN 55401 [HELLO@LUNRCAPITAL.COM](mailto:hello@lunrcapital.com) [LINKEDIN ↗](https://www.linkedin.com/company/lunrcapital/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Maggie", "url" : "https://blog.lunrcapital.com/author/maggie" }, "dateModified" : "2026-01-07T17:41:06.944Z", "datePublished" : "2025-10-09T20:33:32.000Z", "headline" : "A Founder's Guide to Consumer & CPG Fundraising", "image" : [ "https://blog.lunrcapital.com/hubfs/MASTER%20Lunr%20Blog%20Posts-2.png" ], "mainEntityOfPage" : { "@id" : "https://blog.lunrcapital.com/a-founders-guide-to-consumer-cpg-fundraising-in-2025", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.lunrcapital.com/hubfs/se3condary%20horizontal%20purp.svg" }, "name" : "Lunr" } } ```