California Naturals

We invested in California Naturals because mass personal care had grown lazy. Prestige brands priced out of reach. Mass brands compromising on formulation. Too few teams trying to be honest about both quality and access at once. The category was begging for someone to collapse that tradeoff, and the team set out to do exactly that.

What convinced us beyond the product was the discipline of the build. Skincare-grade formulations from naturally derived ingredients, a restrained brand identity, and a pricing model that doesn't require trading down on quality. The Owen Wilson partnership turned what could have been a category-crowded launch into a cultural moment. But the substance beneath the visibility is what made us a returning investor across Seed, Series A, and Series B.

California Naturals is building the next great mass personal care brand. The thesis is simple: modern formulation, made from naturally derived ingredients, at a price point that doesn't ask the customer to think about it. Rooted in California's effortless lifestyle and designed for everyday use.

With Owen Wilson as Chief Shampoo Officer, the brand earned the kind of cultural visibility most personal care companies spend years chasing. And did it without changing what was in the bottle. Beneath the visibility is real substance: clean formulations, clinical testing, and a distribution strategy built for the aisle, not just the feed.

We've been a returning investor from Seed through Series B, and we intend to be along for the long arc.