Cult Capital
Cult Capital is a New York-based private investment firm founded in 2014 that funds and helps scale emerging cult consumer brands in beauty, food and beverage, homecare, pet, and wellness, typically with $2M+ revenue and $5-10M investment sizes.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Cult Capital does
Cult Capital is a New York-based private investment firm founded in 2014 by John M. Kenney and Sarah A. Woelfel that invests in emerging "cult" consumer brands. The firm targets growth-stage companies with at least $2 million in annual revenue seeking up to $5-10 million in capital, focused on five CPG categories: Beauty + Personal Care, Food + Beverage, Homecare, Pet, and Wellness. Its investment thesis centers on brands with fanatical consumer followings and a strong sense of identity and belonging, rather than mainstream consumer products.
The firm operates a small team (1-10 employees) including co-founders, an associate (Vienna C. Buscher, formerly Morgan Stanley and Garnett Station Partners), and a research analyst. Beyond capital, Cult Capital supports portfolio companies through CULT Capital 360, a full-service growth network offering strategic and operational resources to help brands scale from DTC to multi-channel distribution. The active portfolio currently comprises seven brands (Hanni, Elavi, Subtl Beauty, Homecourt, Luna Daily, Act+Ace, Lawless Beauty), and the firm has realized four investments to date (Supergoop to Blackstone in December 2021, Babo Botanicals to Mustela in October 2018, Jaanuu in April 2025, and Miyoko's in October 2025).
Cult Capital's revenue mechanics are typical of a small venture/growth equity fund: management fees on committed or deployed capital plus carried interest on realizations. No fund size, AUM, revenue, or LP composition is publicly disclosed, and the firm does not appear to publish pricing or term-sheet terms. Go-to-market is relationship-driven founder sourcing and thesis-driven category focus rather than outbound or platform marketing.
Cult Capital firmographics
Firmographics- Name
- Cult Capital
- Legal name
- Cult Capital
- Website
- https://cultcapital.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cult Capital is a New York-based private investment firm founded in 2014 that funds and helps scale emerging cult consumer brands in beauty, food and beverage, homecare, pet, and wellness, typically with $2M+ revenue and $5-10M investment sizes.
- Ownership category
- akta.pro rank
Cult Capital industry classification
Industry- Product category
- Venture Capital / Private Equity (Consumer Brands)
- NAICS
- Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Micro-VC & Angel Funds (FSANAAAI)
Keywords
Where Cult Capital is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Cult Capital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Cult Capital product offering
Product offeringCore offering
Cult Capital is a private investment firm that discovers, funds, and helps scale emerging cult consumer brands. The firm invests equity capital of up to $10 million in consumer brands with at least $2 million in annual revenue, focused on beauty and personal care, food and beverage, homecare, pet, and wellness categories. Through its CULT Capital 360 full-service growth network, the firm provides portfolio companies with strategic resources, operational support, and expertise to scale from direct-to-consumer into multichannel distribution.
Product overview
Cult Capital is a venture capital and private equity firm that discovers, funds, and helps scale emerging cult consumer brands. The firm operates as a single unified investment platform rather than a multi-module product suite. CULT Capital 360 serves as their full-service growth network supporting portfolio companies. Their investment strategy targets growth-stage consumer brands with annual revenues of at least $2 million seeking capital investment of up to $10 million, primarily focused on Beauty + Personal Care, Food + Beverage, Homecare, Pet, and Wellness categories. The current portfolio includes brands such as Hanni, Elavi, Subtl Beauty, Homecourt, Luna Daily, Act+Ace, and Lawless Beauty, with prior successful exits including Jaanuu, Supergoop, and Babo Botanicals.
Differentiator
Problem solved
Functional benefit
Brands
- CULT Capital 360: Full service growth network providing 360-degree support for fast-growing brand partners including proven support services to help brands scale.
Products and services
- CULT Capital 360 A full-service growth network providing CULT Capital's portfolio brands with comprehensive strategic and operational support to help emerging cult consumer brands scale from direct-to-consumer into multichannel distribution.
Companies that use Cult Capital
Customer profileSegments1 record
Ideal customer profiles1 record
Cult Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cult Capital partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Cult Capital competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Cult Capital social profiles
Digital presenceCult Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cult Capital leadership team
Management profileNumber of profiles
Profiles4 records
Cult Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cult Capital M&A and investment
M&A and investmentM&A
Investments10 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cult Capital
What does Cult Capital do?
Cult Capital is a private investment firm that discovers, funds, and helps scale emerging cult consumer brands. The firm invests equity capital of up to $10 million in consumer brands with at least $2 million in annual revenue, focused on beauty and personal care, food and beverage, homecare, pet, and wellness categories. Through its CULT Capital 360 full-service growth network, the firm provides portfolio companies with strategic resources, operational support, and expertise to scale from direct-to-consumer into multichannel distribution.
Is Cult Capital a public or private company?
Cult Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cult Capital founded?
Cult Capital was founded in 2014. It employs 1 to 10 people.
Where is Cult Capital based?
Cult Capital is headquartered in New York, United States, in the North America region.
Does Cult Capital have an API?
No public API is recorded for Cult Capital.
What industry is Cult Capital in?
Cult Capital's product category is Venture Capital / Private Equity (Consumer Brands). Its primary akta.pro industry code is FSANAAAI, Micro-VC & Angel Funds. Its NAICS code is 523940 and its SIC code is 6282.