WHERE CAPITAL MEETS CULTURE.

Areum means “beauty” in Korean; not surface beauty, but the kind created through intention, precision, and discipline. That is the foundation of our investment philosophy.

Areum Ventures backs the companies defining the next decade of consumer behavior - functional beauty, ethical tech, and longevity.

These are markets undergoing rapid transformation, fueled by shifting demographics, technological acceleration, and cultural demand for better, cleaner, smarter products.

About Us

We believe…the next generation of consumer value will be built at the intersection of wellness, identity, and technology.

The best consumer ideas need more than capital. Capital is abundant. Operating leverage is scarce. Many funds see consumer culture. Few can translate it into product-market fit, channel strategy, and profitable growth. With decades of experience shaping cultural conversations and launching standout consumer brands, we help founders turn powerful ideas into lasting businesses.

  • C-suite multi-hyphenate. Built brands from cult favorites to household names. Strategy and brand-building whiz.

  • Former Editor in Chief of Allure. Ex-Netflix, Ulta, and Sequoia. Champion of what’s next in beauty.

Functional Beauty /

Ethical Tech /

Longevity + Wellness /

Founder-Led CPG /

Functional Beauty / Ethical Tech / Longevity + Wellness / Founder-Led CPG /

Our Verticals

  • Functional Beauty

    Beauty products with clinically-backed, purpose-driven ingredients that are blurring the lines between skincare, supplements, and performance outcomes (e.g., glow, protection, repair).

    Why Now: The “skinification” of everything and the demand for efficacy without compromise is redefining beauty. Clean is now table stakes; function wins.

    Areum’s Edge:

    Beauty operator experience across formulation, GTM, and clinical storytelling

    Access to founders, labs, and retailers that shape what’s next

    Cultural understanding of what sells and what sticks

  • Ethical Tech

    Tech-enabled solutions rooted in transparency, sustainability, access, or wellbeing—across categories like personal finance, social impact, community platforms, or ethical AI.

    Why Now: Consumers and regulators alike are pushing for tech that improves, rather than exploits, modern life.

    Areum’s Edge:

    Michelle’s editorial lens on digital culture + access to top ethical technologists

    Ability to translate complex platforms into emotionally resonant brands

    Cultural filter for vetting what’s truly ethical vs. trend-washed

  • Longevity + Wellness

    Holistic health and longevity brands - spanning mental and physical wellbeing, functional supplements, recovery, sleep, sexual wellness, bio-optimization, and cellular-level care - sit at the intersection of habit and healthspan, delivering results that are both felt and measurable.

    Why Now:

    Consumers are redefining health beyond the doctor’s office—seeking accessible, preventative tools to feel better, age better, and live longer. The global wellness economy is booming, and longevity is moving from niche to mainstream.

    Areum’s Edge:

    Deep network in wellness media, science, and talent

    Track record turning lifestyle habits into must-have products

    Unique lens on trust, rigor, and visual storytelling that converts

    Ability to translate clinical insights into emotionally resonant brands

  • Emerging Markets

    Consumer brands anchored in founder vision, values, or lived experience—often the most emotionally resonant and culturally relevant companies in their space.

    Why Now: Trust is earned through personality and lived insight. Founder brands are the most likely to break through and build community from day one.

    Areum’s Edge:

    Proven success scaling founder-led brands from vision to traction

    Ability to help founders refine their voice and scale responsibly

    Deep empathy and alignment with underrepresented founders, especially women

Our Services

Brand Strategy

  • Crafting a compelling brand strategy is essential for startups. We help define your brand's purpose, positioning, and personality to drive meaningful connections with your target audience through the lens of your products or service.

    Starting with concept through to formulations, packaging, fulfillment, you name it!

    • Strategy + Full Funnel Advisement

    • Acquisition Strategy

    • Social / Digital Strategy

    • Product Platform

    • Launch Calendar

    • Retail Strategy

    • Management

    • Execution

    • Agency Referrals

    • Distribution Strategy linked with Budget and Plan

    • Introductions

    • Financial modeling to aid in brand build, launch, and growth stages

    • 3Y Plan

    • P+L Advisement

    • Paths to Profitability

    • CPG + Beauty + Wellness

    • Process Creation: PO’s, BOM’s, Timelines, Setting Brand Standards

    • Development: Brief Writing, Sample Process, Lab Liaison, Testing, Dossiers

    • Formulation Guidance

    • Packaging: Componentry Advisement, Mechanicals, Supplier Introductions / Liaison

    • Production: Establish Standards + Brand Policies, Troubleshooting, QC, Testing, Timelines, Contract Manufacturer vetting, On-Site Representation

Operations

    • Efficiency Analysis

    • Full Operational Audit to drive Profit

    • Deck Build

    • Financial Modeling

    • Pitch Guidance

    • Introductions

    • Manufacturing Resources

    • Sourcing Resources (Domestic + Global)

    • Cost Optimization

    • COGs

    • BOMs

    • Planning

    • Budgets

    • Referral services for top 3PLs for brands at every level and across multiple categories

Venture Partner

  • Venture Partner Collaboration: Embed us as a strategic partner to source, vet, and support early-stage consumer deals. We offer deep brand diligence, trend analysis, and post-investment traction support.

    • Cultural Trend Reports & Market Scouting
      Custom reporting on emerging consumer behavior, aesthetic shifts, and whitespace opportunities across beauty, wellness, and lifestyle.

    • Founder & Brand Vetting
      Gut-checks and deep dives into founder-market fit, brand credibility, and potential risks—especially helpful in fast-moving pre-seed/seed deals.

    • Brand Audits for Portcos
      Aesthetic, product, and positioning evaluations of existing portfolio brands to identify quick wins, long-term risks, or turnaround potential.

  • Cultural Insight & White Space Mapping: Commission us to identify emerging consumer trends, whitespace categories, or culturally resonant founder opportunities aligned with your fund thesis.

  • Item description

  • Portfolio Brand Support: Bring us in to unlock growth across existing consumer investments—from brand audits and GTM strategy to fractional C- Suite level execution.

  • FUNDSOpportunity scouting + whitespace analysisFounder and brand diligenceCultural insight + trend reportingPortfolio brand auditsStrategic post-investment supportFractional brand + go-to-market leadershipWorkshops + founder intensives

  • Deal-Specific Diligence: Tap us on a project basis to evaluate a target brand’spositioning, founder-market fit, and long-term potential before making acommitment.

High-Impact Connections

  • Warm Introductions to: Angel investor’s, Family Office’s, VC /PE entities

  • Warm introductions to brands, influencers, celebrities, editors…

  • Introductions to influential people in all genres and applications

  • Recommendations to the best agency’s for brands in whatever lifecycle stage they are in

Fractional Leadership

  • CEO, COO, CMO, CBO Services

  • Founder “Whisperer” Services

Let’s Chat.

CONTACT US