What Squared Circles does

Squared Circles (legal entity Science to Culture Inc., incorporated in Delaware in 2019 and headquartered in Los Angeles with a New York registered office) is a consumer health venture studio that conceives, launches, and scales science-backed brands at the intersection of bioscience and culture. The studio operates an AI-enabled, five-stage-gate innovation playbook that moves concepts from ideation to launch in 12-18 months, using low-cost smoke tests, consumer interviews, and IRL product validation. Its five active portfolio brands are Magic Molecule (Hypochlorous Acid-based skin healing, FDA-cleared, EPA-approved, with patented production technology), Algae Cooking Club (algae-fermented cooking oil co-developed with Checkerspot's WING Platform), Freaks of Nature (clean clinical skincare for outdoor movement), SwimClub (clinically-formulated male fertility supplement developed with Stanford's Dr. Michael Eisenberg), and Amulet (women's hormonal health supplements featuring Helaina's bio-identical lactoferrin). The company targets a consumer persona it calls the "Conscious Maximalist": food-curious, ingredient-aware buyers seeking science-validated products at price parity to incumbents, distributed via D2C e-commerce and premium retail including Erewhon, Foxtrot, and Thrive Market.

Squared Circles makes money as a venture studio through equity ownership in its incubated brands rather than through disclosed licensing or service fees. Its revenue model therefore depends on portfolio company exits and equity value creation, supported by scientific advisory relationships (Stanford, HelloBiome), technology supply partnerships (Checkerspot, BioUp, HelloBiome, Helaina), and a venture partner bench covering design, cultural dynamics, growth marketing, and legal. The company is led by three co-founders (CEO Osman, Lukas Derksen, and Alexander Gilkes) with combined 60+ years of experience across Paddle8, Sid Lee, LVMH, and Nike, and an advisory board that includes Maria Sharapova, Jefferson Hack, Philippe Pascal, and Rick Hess. The studio's primary institutional investor is L Catterton, which led the $40M Series A in May 2024 and previously participated in seed funding, with portfolio-level capital supplemented by HealthX Ventures' $5.8M Series A into Amulet and investments from Sharapova and Gabriela Hearst.

Name

Squared Circles

Legal name

Science to Culture Inc.

Website

https://squaredcircles.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Squared Circles is a consumer health venture studio that conceives, launches, and scales science-backed brands in skincare, food/beverage, and supplements, targeting health-conscious "Conscious Maximalist" consumers through a five-stage AI-enabled incubation playbook.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Venture Studio / Brand Incubation: Squared Circles conceives, launches and scales consumer health brands through its venture studio model. Revenue generated through equity ownership in incubated companies, with successful exits and brand scaling generating returns. The company raised $40M Series A from L Catterton to fund launching at least five more health and wellness brands over three years.
2. Portfolio Company Equity: Revenue model based on building and scaling equity stakes in incubated brands including Magic Molecule, Algae Cooking Club, Freaks of Nature, SwimClub, and Amulet. Magic Molecule sold out inventory 4x since launch indicating strong product-market fit.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Squared Circles is a consumer health venture studio that conceives, launches, and scales science-backed consumer brands in health and wellness, food and beverage, and skincare categories. The studio operates at the intersection of bioscience and culture using an AI-enabled, stage-gated innovation playbook to commercialize products from idea to launch in 12-18 months, generating returns through equity ownership in incubated portfolio companies including Magic Molecule, Algae Cooking Club, Freaks of Nature, SwimClub, and Amulet.

Product overview

Squared Circles is a consumer health venture studio that builds science-backed consumer health products at the intersection of science and culture. The studio operates as a platform developing multiple incubated brands, backed by L Catterton. Its portfolio includes Magic Molecule (hypochlorous acid-based skin healing solution), Algae Cooking Club (algae-based cooking oil), Freaks of Nature (outdoor skincare), Swimclub (male fertility supplement), and Amulet (women's hormonal health supplements). The venture studio commercializes products through a rigorous, AI-enabled, stage-gated innovation process from idea to launch in 12-18 months.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Molecule: Clean and efficacious first-aid-kit-in-a-bottle using hypochlorous acid for skin healing and disinfection.
• Algae Cooking Club
• Freaks of Nature
• SwimClub
• Amulet

Products and services

• Magic Molecule A hypochlorous acid-based first-aid-kit-in-a-bottle healing solution that kills 99.99% of bacteria, viruses, and fungi within milliseconds of contact. The formula is identical to compounds found in white blood cells, using only water, salt, and electrolysis. FDA cleared and EPA approved with patented production technology and over 500,000 units per month production capacity. Targeted at conscious consumers seeking clean, clinical skincare and wound care.
• Algae Cooking Club A revolutionary healthy cooking oil made from fermented microalgae, positioned as a chef-grade culinary product with a 535°F smoke point, high omega-9 monounsaturated fats, 75% less saturated fat than olive/avocado oil, and 1/10th the land and water usage of vegetable oil. Light and slightly buttery flavor profile. Distributed through 100+ boutique shops and grocery stores including Erewhon, Foxtrot, and Thrive Market, with culinary endorsement from Club Culinary Officer Daniel Humm of Eleven Madison Park.
• Freaks of Nature Clean, clinical skincare brand built for outdoor movement, targeting superhuman skin health with formulations designed for active consumers. Featured in Men's Health review coverage for its Peak Performance SPF 50 product.
• SwimClub The first clinically-formulated male fertility supplement, combining 12 evidence-based ingredients at clinically effective doses to support all four key sperm parameters: count, motility, morphology, and DNA integrity. Developed in collaboration with Dr. Michael Eisenberg, Director of Male Reproductive Medicine at Stanford University. Targeted at Conscious Maximalist men seeking to de-stigmatize taboo health concerns and improve reproductive health outcomes.
• Amulet Science-backed women's hormonal health brand debuting its Daily Cycle Support supplement containing bio-identical lactoferrin (effera from Helaina via precision fermentation) and creatine. Targets hormonal balance, energy, mood, and performance throughout the menstrual cycle. Launched April 2026 with backing from Maria Sharapova and Gabriela Hearst, operating in the $91 billion global women's health supplements market.

Quantifiable outcome

• Idea to launch in 12-18 months
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• CheckerspotcoreTechnology or IntegrationSquared Circles and Checkerspot have partnered on consumer product innovations in the food and beverage sector using Checkerspot's WING Platform for algal oil. The partnership continues to explore applications for algal oil in various consumer products.
• BioUpcoreTechnology or IntegrationSquared Circles and BioUp partnered on consumer product innovations using BioUp's patented liposomal technology and Natural Molecular Dispersion for optimized nutrient uptake. Partnership continues exploring broader health and wellness applications.
• HelloBiomecoreTechnology or IntegrationSquared Circles and HelloBiome partnered on developing multiple skin care products that strengthen and protect the skin microbiome. Partnership includes conducting clinical trials to decode the skin microbiome of elite athletes. HelloBiome is founded by skin microbiome expert Dr. Elsa Jungman.
• HelainacoreTechnology or IntegrationHelaina supplies effera bio-identical lactoferrin to Amulet (Squared Circles portfolio company) using precision fermentation to produce human-equivalent proteins. Amulet's Daily Cycle Support product features this bio-identical lactoferrin.
• Jefferson HackcoreOthersCEO and co-founder of Dazed Media, Jefferson Hack serves on Squared Circles' Advisory Board, extending the company's community to wide network of expertise in media and culture.
• Philippe PascalcoreOthersVeteran of luxury industry with 20 years at LVMH as CEO of Veuve Clicquot and MoëtHennessy Group, then founder of LVMH Watches & Jewelry division. Currently on global board of Rolex SA and advisor to Baron Philippe de Rotschild.
• Rick HesscoreOthersSeasoned technology investor and strategic advisor who founded Evolution Media Capital in partnership with Creative Artists Agency and led Evolution Media as early growth vehicle of TPG.
• WildminorOthersDigital design lab bringing together innovation, design, technology and business strategy to build award-winning websites, apps, and digital content for portfolio companies.
• MMCVminorOthersAustrian-born creative duo (Christina and Verena Michelitsch) specializing in creating strong and unique visual worlds for brands, spanning graphic design, art and creative direction. Clients include Apple, NASA/JPL, Google, Red Bull, Nike.
• The Culture Factor GroupminorOthersWorld leader in cultural dynamics with presence across more than 60 countries and 35+ years experience helping businesses transform cultural challenges into success stories. Formerly known as Hofstede Insights.
• Vayner CommerceminorOthersFull-service growth agency with business model that aligns incentives with Squared Circles' goals for hyper growth of portfolio companies.
• Morrison & FoersterminorOthersLegal and corporate counsel providing collective intelligence to shape powerful legal strategies that move business forward while living shared values.
• Dr. Michael EisenbergcoreOthersDirector of Male Reproductive Medicine at Stanford University, Dr. Eisenberg collaborated with Squared Circles on developing SwimClub, the first clinically-formulated male fertility supplement targeting all four key sperm parameters.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HUM Nutrition: HUM Nutrition is a science-backed, D2C-first beauty-from-within supplement brand sold through premium retail (Sephora, Ulta, Erewhon). It is directly comparable to Squared Circles' portfolio because it occupies the same premium-boutique-plus-DTC positioning for bioscience-validated supplements, the same Conscious Maximalist shopper, and the same celebrity/influencer-led GTM motion.
• Ritual: Ritual is a science-validated, traceable-ingredient multivitamin and supplement brand sold primarily D2C with retail expansion. It is comparable to Squared Circles' supplement brands (Amulet, SwimClub) as a category-defining science-anchored supplements company targeting the same premium, ingredient-conscious consumer.
• Graza: Graza is a premium D2C and retail (including Erewhon) olive oil brand built around chef credibility and 'cult' positioning. It is a direct peer to Algae Cooking Club: both are chef-grade, premium-priced cooking oils launched DTC and scaled through high-end grocery, and both compete for the same conscious-cook shopper.
• Care/of: Care/of is a personalized vitamin/supplement brand sold D2C with a science-forward, transparency-led brand voice. It overlaps directly with the positioning of Squared Circles' supplement brands in target customer, science-led brand story, and DTC-to-retail motion.
• Seed Health: Seed Health develops microbiome-science-based synbiotic supplements with peer-reviewed research backing and premium D2C distribution. It is highly comparable to the science-anchored, bioscience-innovation positioning Squared Circles explicitly pursues with HelloBiome and Helaina partnerships.
• Hilma: Hilma is a clinical, natural-ingredient remedy and supplement brand sold through premium retail (including Thrive Market and Erewhon) and DTC. It directly parallels the 'clean, clinical, efficacious' positioning and retail-distribution profile of Squared Circles' portfolio.

Emerging players

• Olipop: Olipop is a D2C and retail functional beverage brand that scaled from premium grocery (Erewhon, Whole Foods) to mass retail. It is comparable as a proof point for how a science-anchored, premium-positioned CPG brand incubated around a Conscious Maximalist consumer can scale through mainstream channels — a trajectory Squared Circles' portfolio brands aspire to.
• Athletic Greens (AG1): AG1 is a premium, science-validated daily nutritional drink sold primarily via subscription DTC with growing retail distribution. It is a relevant adjacent peer for the premium subscription-supplement model that Amulet and SwimClub are pursuing with their clinically-validated positioning.
• Bird&Be: Bird&Be is a science-backed fertility supplement brand (couples-focused) sold DTC. It is a direct comparable to SwimClub because it occupies the same clinically-validated reproductive-health supplement category with similar target-customer demographics.

Broad incumbents

• Grove Collaborative: Grove Collaborative is a public, scaled, sustainable CPG and cleaning brand platform that has incubated and acquired multiple natural-product brands. It is comparable as a broader incumbent demonstrating the venture-platform model of building and acquiring science/sustainability-anchored consumer brands that Squared Circles is pursuing at an earlier stage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/squared-circles
• Instagraminstagram.com/squaredcirclesco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments15 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Squared Circles