About

We are different by design. We do not just invest, we build hand in hand with our brand partners.

From Pre-Seed to Series B, we invest across stages and back the breakout brands shaping the future of beauty and wellness.

our focus

True Beauty invests in authentic, consumer-first brands with lasting relevance and emotional connection.

Excellent Product

We seek products that meet the highest standards from day one, solving real consumer needs with purpose and precision. The best brands never stand still, they evolve through innovation that keeps them relevant, desirable, and ahead of the curve.

Differentiated Positioning

We invest in brands that know who they are and why they matter. Distinct storytelling, authentic branding, and a clear point of view.

Stellar Performance

We look for disciplined economics and strong early traction that signal both momentum and scalability. Smart growth, healthy margins, and a focus on performance underpin every lasting success story.

Exceptional People

We back founders and teams who bring vision to life through their unique superpowers. When passion meets alignment and execution, extraordinary things happen.

Strong Partnership

We partner with founders who value collaboration and transparency, who view capital as the beginning and partnership as the catalyst for growth. With shared trust and guidance, we build enduring success together.

OUR FLYWHEEL ECOSYSTEM

Why We Are Different

Deep Sector Focus & Knowledge

Beauty and wellness are our entire universe. Our focus gives us the foresight to identify white space early, anticipate shifts, and guide founders in building enduring brands. As true specialists, we know the growth levers unique to this sector, investing with conviction and discipline rather than following hype.

Our People & Reputation

Our partners blend deep investing expertise with hands-on beauty operating experience. Cristina brings a background in investment banking, private equity, and brand leadership, while Rich offers decades of board and sector investing experience. Together, they balance founder empathy with financial rigor, combining strategic vision and discipline to help brands reach their full potential.

Network & Ecosystem

For over two decades, we have built trusted relationships across the beauty value chain, from manufacturers and retailers to agencies and digital platforms. Our network enables brands to move faster, negotiate stronger, and gain greater visibility, with our scale and credibility driving better outcomes.

Our Track Record

Our results speak for themselves. From early-stage innovators to scaled category leaders, TBV has backed many of the beauty and wellness brands reshaping the industry. We know what success looks like across cycles and stages, and our portfolio reflects this.

Hands-On, PE-Style Partnership

We work hand in hand with our portfolio, bringing structure, strategy, and accountability to every stage of growth. Each brand benefits from the collective experience of the others, creating a compounding network of value. Beyond capital, we provide mentorship, operational guidance, and disciplined partnership that drive results.

“Our investors are extensions of our team, our family. We’re especially grateful for our lead investor, True Beauty Ventures. Rich, Cristina, and Caroline are in the trenches with us and find emotional resonance in our brand. Their empathy for, and genuine connection to, our vision, coupled with their deep understanding of the market, allows us to execute our intentional approach to growth.“
Cynthia Sakai, Founder of Evolvetogether

“True Beauty Ventures has been an incredible partner, bringing not just capital but deep industry relationships, thoughtful guidance, and enthusiasm for our mission. They understand the founder journey and have been instrumental in helping us scale with intention and integrity.”
Amanda Chantal Bacon, Founder of Moon Juice

“Working with TBV as part of the Bridge mentorship program and then with them as investors in Sofie Pavitt Face has been a wonderful partnership in a pivotal time within my brand. Not only can I call on them for sage advice at any time, but being part of the TBV portfolio has also been instrumental in making connections with CMs and businesses that have helped shape our growth and brand awareness.”
Sofie Pavitt, Founder of Sofie Pavitt Face

“True Beauty fundamentally understands both the art and the science to building impactful, world-changing brands. Cristina and Rich's thoughtful approach and deep expertise in beauty and personal care make them additive and unparalleled partners throughout the journey of building the business and maude is proud to have them leading the way with us.”
Eva Goicochea, Founder & CEO, maude

“We couldn’t have asked for better partners than True Beauty Ventures. From day one, Cristina and Rich have brought not just capital, but conviction, deep category expertise, and a level of support that feels truly rare in this industry. Their guidance has been instrumental in helping us navigate key inflection points and scale with confidence. We feel incredibly lucky to be building Jupiter alongside them.”
Ross Goodhart and Robbie Salter, Co-Founders of Jupiter

“Rich and Cristina make for an exceptional beauty investing combo. Their belief in purpose-led businesses and in unique insights that challenge the status quo — besides a continued focus on founders' strength versus weakness — makes them an ideal partner particularly for ego-free founders driven by impact and outcomes!”
Suveen Sahib, Co-Founder & CEO, K18 Hair

“Cristina, Rich, and the True Beauty Ventures team have created something truly special. I’ve connected with more than a hundred investors over the couple years as we’ve raised capital for Crown Affair, and within the first meeting I knew they were unique in their expertise and approach to this category. Their depth of experience and knowledge made it clear that they would be an incredible investor and partner to guide our business into the next phase of growth.”
Dianna Cohen, Founder & CEO, Crown Affair

It's extremely uncommon to find companies that fully grasp both the business potential and the founder's passion behind a brand, especially during the initial 'dream stage' where the concept is still taking shape. Exceptional seed investors are those who serve as true allies, providing encouragement, reassurance, and critical advice. TRUE BEAUTY VENTURES are such partners!
Lev Glazman & Alina Roytberg, Co-founders of The Maker Fragrance