Consumer VC

Mike Gelb
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Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place. Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription. Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit www.theconsumervc.com. For updates, you can follow @mikegelb on Twitter.

  1. 1D AGO

    Is Early-Stage Consumer VC Broken? with Manica Blain

    This episode is brought to you by The Hidden Gems. There's a lot of bull$#!+ in the Agency landscape. That's why Founders and Executives of brands both big and small trust: The Hidden Gems. They provide the most optimal boutique Agencies to conquer any brand goals with top quality and efficiency. Brands get preferred rates. Can't lose. They’re supporting the growth of incredible brands like Dr. Squatch, Monster Energy, Gorilla Mind, Saatva, and many more. David Drexler (founder) has agreed to provide the service for FREE forever to anyone in the Consumer VC community or mentions Consumer VC. Get Started Here –> thehiddengems.com Early-stage consumer investing sounds glamorous. But according to investor Manica Blain, the entire venture structure behind it might actually be broken. In this episode, Mike sits down with Manica Blain, founder of Top Knot Ventures and former co-founder of Campfire Capital. She raised one of the first dedicated early-stage consumer funds and helped back brands like FIGS and Cotopaxi. Today she invests her own capital and works directly with founders building the next generation of consumer brands. Manica shares why she stepped away from the traditional venture fund model, what she believes is fundamentally misaligned about the GP-LP structure, and why investing your own capital can create a very different relationship with founders. They also discuss what actually makes a consumer brand successful, why slower growth can sometimes be healthier than viral success, and the real traits she looks for in founders building enduring brands. You’ll learn: ✅ Why Manica believes early-stage consumer VC may be structurally broken ✅ The hidden misalignment between GPs and LPs in venture funds ✅ Why some investors make more from management fees than investing ✅ The alternative investing model she built with Top Knot Ventures ✅ Why founders should be able to “fire” their advisors ✅ Why slow growth can signal stronger consumer brands ✅ The metrics she looks for before investing $1M–$5M stage companies ✅ Why she stopped investing in food & beverage entirely ✅ How loyalty and retention signal real brand strength 👉 If you're building a consumer brand—or thinking about raising venture capital—this episode offers a candid look at how the investment side actually works. Timestamps 00:00 Intro 01:05 Manica Blain’s investing journey 03:00 Why she started writing on Substack 05:15 Her first major portfolio exit 07:30 What makes founders who actually win 09:30 Is early-stage consumer venture broken? 12:30 The GP-LP structure problem 17:30 Why investor “skin in the game” matters 20:05 Why VC carry structures can create misalignment 23:30 The management fee problem in venture funds 27:00 Are SPVs a better investing model? 31:20 Why Manica refuses to run SPVs 34:00 Why VC fund structures pull investors away from founders 37:20 Building Top Knot Ventures with her own capital 41:00 How she structures advisory relationships with founders 44:20 Why founders must be able to fire advisors 48:00 Why slow growth can actually be a good sign 52:00 What makes a truly sticky consumer brand 55:00 Why she stopped investing in food & beverage 57:00 The future of beauty and wellness investing 📬 Subscribe for more founder stories & scaling insights: 👉 The Consumer VC Newsletter – https://www.theconsumervc.com/ Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    57 min

  2. FEB 25

    The Emotional Secret Behind Billion-Dollar Brands ft. Craig Dubitsky

    This episode is brought to you by The Hidden Gems.Hiring agencies is risky — most overpromise and underdeliver. The Hidden Gems connects founders with highly vetted, brand-beloved boutique agencies across media, creative, dev/design, events, social, and more — at preferred rates. They’ve supported brands like Dr. Squatch, Monster Energy, Gorilla Mind, FIGS, and Saatva. David Drexler is offering his service free forever to anyone in the Consumer VC community who mentions the show.Learn more: https://thehiddengems.com/ Most consumer brands don’t fail because of product.They fail because they forget how to connect. In this episode, Mike sits down with Craig Dubitsky, founder of EOS, hello products, and now Happy Coffee. Craig has built multiple category-defining brands by turning everyday commodities into emotional, playful, design-forward experiences. From reinventing lip balm to reimagining toothpaste — and now taking on coffee — Craig shares how he thinks about brand personality, retail, packaging, and creating products people genuinely love. This conversation goes deep into creativity, mass retail strategy, pricing, storytelling, and why joy is actually a serious competitive advantage. You’ll learn:✅ How Craig turned EOS into a cultural phenomenon✅ Why branding is about emotion, not features✅ The real secret behind hello’s success in oral care✅ How to win in “boring” categories✅ Why mass doesn’t have to mean generic✅ The role of design in driving retail velocity✅ What most founders misunderstand about differentiation✅ Why Craig is building Happy Coffee differently✅ How to build brands people feel something for 👉 If you're building in consumer and want to understand how emotional connection drives scale, this episode is a masterclass. Timestamps 00:00 Intro02:00 Craig’s early career & first entrepreneurial instincts05:00 The idea behind EOS10:00 Making lip balm emotional & design-led15:00 Scaling EOS into mass retail20:00 The power of playfulness in branding25:00 Founding hello products30:00 Reinventing toothpaste & oral care35:00 Competing in commoditized categories40:00 Packaging as a strategic weapon45:00 How to win shelf space in mass retail50:00 Why most brands overcomplicate messaging55:00 Emotional connection vs functional benefits01:00:00 Retail relationships & long-term brand building01:05:00 Mistakes founders make scaling too fast01:10:00 How Craig evaluates new ideas01:15:00 The origin of Happy Coffee01:20:00 Rethinking coffee positioning01:25:00 What Craig is doing differently this time01:30:00 Lessons from building multiple brands01:34:00 Advice for consumer founders01:37:00 Final thoughts 📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/ Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    1h 38m

  3. JAN 21

    From World-Class Poker Player to DTC Powerhouse ft. Brian Tate

    Most food brands don’t win because of branding.They win because of systems.In this episode, Mike chats with Brian Tate, Founder and CEO of Oats Overnight, the protein-packed, drinkable oatmeal brand that went from a poker side project to a scaled, vertically integrated food business selling DTC and in major retailers like Walmart and Wegmans.Brian shares how his background as a professional poker player shaped the way he thinks about risk, iteration, and decision-making. He breaks down why Oats Overnight chose to vertically integrate manufacturing from day one, how owning production unlocked faster product innovation, and why DTC data became the engine behind retail expansion. The conversation also dives into growth marketing, subscription economics, manufacturing scale, and the hard tradeoffs of building an asset-heavy consumer business.You’ll learn:✅ How a pro poker mindset translates to building a consumer brand✅ Why Brian chose vertical integration instead of co-manufacturers✅ How Oats Overnight scaled DTC with subscriptions and creative testing✅ Why iteration is a core operating principle, not a buzzword✅ How DTC data informs product development and retail strategy✅ The real economics of owning manufacturing facilities✅ When raising venture capital makes sense for asset-heavy CPG✅ Why retail and DTC work better together than most founders think✅ How Brian thinks about risk, process, and long-term profitability👉 If you’re building a food or beverage brand—or curious how data, manufacturing, and systems actually drive scale—this episode is a deep, honest look behind the scenes of a modern CPG business. Timestamps00:00 Intro01:00 From Magic: The Gathering to Pro Poker03:00 When Poker Became a Real Career05:00 Walking Away After Reaching the Top07:00 The Idea Behind Oats Overnight09:00 Early Scrappy Days & Vertical Integration12:00 Learning Manufacturing the Hard Way15:00 Why Iteration Became a Core Value18:00 Scaling DTC with Subscriptions21:00 What Makes Oats Overnight Work Online24:00 Using Data to Test and Improve SKUs27:00 Moving From DTC to Retail30:00 The Walmart Buyer Story33:00 Designing a Retail-Friendly Product Format36:00 Managing Channel Conflict39:00 Expanding Manufacturing Facilities42:00 Why Asset-Heavy CPG Is Back45:00 Venture Capital, Profitability & Payback Periods48:00 High-Risk Experiments That Failed (and Why They Still Mattered)51:00 Growth Marketing Without Brand Guidelines54:00 The Long-Term Vision for Oats Overnight56:00 Book Recommendations & Closing Thoughts📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    56 min

  4. JAN 12

    The “Better-For-You” Food Lie No One Talks About ft. Tyler Mayoras

    Food can be “better for you.”But that doesn’t always mean it actually is. In this episode, Mike chats with Tyler Mayoras, Managing Partner at MANNATREE, a growth equity firm focused on investing in food, beverage, and wellness brands that genuinely improve human health. Tyler has spent decades investing across food and agriculture, from early plant-based pioneers like Boca Burger to modern brands navigating today’s tougher retail and M&A landscape. Tyler breaks down how “better-for-you” food has evolved, why many plant-based brands lost consumer trust, and what investors really look for when evaluating health claims, ingredient labels, and unit economics. He also shares hard-earned lessons from scaling brands too fast, why frozen is one of the most brutal categories in retail, and what founders misunderstand about profitability, category creation, and selling to big CPG. You’ll learn:✅ Why many plant-based brands lost their way✅ What “better-for-you” actually means to serious investors✅ How ingredient labels matter more than marketing claims✅ Why frozen is one of the hardest categories in grocery✅ When brands should (and shouldn’t) expand into mass retail✅ Why profitability now matters more than growth at all costs✅ How strategic buyers really think about M&A today✅ The biggest mistakes founders make when scaling too early✅ Where Tyler sees the next opportunities in food and wellness 👉 If you’re building or investing in food, beverage, or wellness, this episode is a grounded look at what actually matters beneath the hype. Timestamps00:00 Intro01:00 Tyler’s path from private equity to food & agriculture03:00 Early lessons from investing in Boca Burger05:30 The rise and fall of plant-based burgers09:00 What “better-for-you” really means12:00 Ingredients, labels, and investor red flags15:00 Sugar alternatives, sweeteners, and health tradeoffs18:30 Why sustainability messaging often comes second21:00 The realities of launching food brands in retail24:00 Why frozen is such a difficult category27:00 When brands should expand into mass retail31:00 Natural vs conventional grocery shoppers35:00 Why M&A expectations have changed38:00 What strategic buyers want today41:00 Growth equity vs venture investing45:00 Revenue and profitability benchmarks49:00 Category creation vs smart trade-ups53:00 Oversaturated categories and the protein boom57:00 Where Tyler sees future opportunity01:00:00 Lessons learned and advice for founders01:05:00 Breaking into food & beverage investing01:08:30 Book recommendations 📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/ Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    1h 2m

  5. 12/16/2025

    Consumer Isn’t Dead, VC Just Got It Wrong ft. Michael Duda

    Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – https://www.tryglimpse.com In this episode, Mike chats with Michael Duda, Founder and Managing Partner of Bullish, the consumer-focused investment firm behind brands like Peloton, Warby Parker, Harry’s, Hims, and more. Michael has spent over a decade backing consumer companies that quietly compound value while the rest of venture chases hype cycles. Michael breaks down why consumer has fallen out of favor in VC, why most people misunderstand power-law returns, and why an 8–12x outcome in consumer can still be a massive win. He also shares how Bullish evaluates founders, why product matters more than marketing, how celebrity brands actually work (and usually don’t), and where AI fits into consumer without turning every company into an “AI startup.” You’ll learn:✅ Why consumer can generate power-law returns (if you invest early enough)✅ The difference between moonshots and real venture outcomes✅ Why most founders raise too much capital—and regret it✅ How Bullish underwrites founders vs. ideas at pre-seed and seed✅ Why great products beat great marketing every time✅ When celebrity involvement actually helps a brand✅ How AI is speeding up consumer innovation without replacing taste or judgment✅ Why the shrinking middle class is changing who brands are really built for✅ What Michael has changed his mind about after 15+ years in venture 👉 If you’re building or investing in consumer—and tired of hype-driven narratives—this episode is a grounded look at what actually works in venture-backed consumer businesses. Timestamps00:00 Intro01:00 Can Consumer Produce Power-Law Returns?04:45 Why 100x Outcomes Are Rare in Consumer08:00 Stability vs Moonshots in Venture12:00 Bullish’s Consumer-First Investment Strategy15:30 How Much Capital Is Too Much Capital18:00 Founder vs Idea: What Matters More21:00 How Bullish Uses Consumer Insights24:30 Product vs Marketing (and Why Marketing Fails)27:30 Celebrity & Creator-Led Brands Explained31:30 Why Bullish Is Shifting Back to Pre-Seed36:00 When Pre-Launch Investing Makes Sense39:00 AI’s Real Impact on Consumer Businesses44:10 The Shrinking Middle Class & Consumer Spending48:30 How Founder Profiles Are Changing52:30 What Michael Has Changed His Mind About55:00 Final Thoughts on Consumer VC 📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – https://www.theconsumervc.com/ Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    57 min

  6. 12/02/2025

    He Launched a Tiny Ice Cream Factory, Now It’s a National Brand ft. Alec Jaffe

    Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – ⁠https://www.tryglimpse.com⁠Ice cream is supposed to make you feel good — but most of what’s in the freezer aisle doesn’t.In this episode, Mike chats with Alec Jaffe, Founder and CEO of Alec’s Ice Cream, the A2 dairy, gut-friendly, regeneratively sourced ice cream brand that’s redefining what “premium” means in frozen. Alec started making ice cream in elementary school, but the real journey began when he realized the market was filled with products that either tasted great or made you feel great — but never both.Alec breaks down how he built his supply chain from scratch, why A2 dairy is helping people enjoy ice cream again, what makes frozen dessert different from real ice cream, and how Culture Cups became a breakout product that went viral on TikTok and lifted the entire brand. He also shares the realities of running his own factory, scaling two product lines in a tiny production space, and navigating the brutally competitive freezer aisle.You’ll learn:✅ Why A2 dairy is changing the way people digest ice cream✅ How to build a supply chain around family farms & regenerative agriculture✅ The difference between ice cream and frozen dessert✅ How Alec broke into natural retail and then crossed into mass✅ Why vertical integration is both a blessing and a challenge✅ How Culture Cups went viral on TikTok and sold out on Day 1✅ What makes the frozen aisle one of the hardest categories in CPG✅ How dairy demand is shifting — and why supply can’t keep up✅ When it really makes sense for a food brand to raise venture capital👉 If you’re building a food or beverage brand, this episode is a masterclass in supply chain, product development, retail strategy, and category differentiation. Timestamps00:00 Intro01:00 Alec’s childhood obsession with making ice cream03:30 Unlocking “high-quality ice cream” with simple ingredients05:00 Why A2 dairy helps people enjoy ice cream again06:45 Ice cream vs frozen dessert explained08:00 Building relationships with local family farms09:20 Starting local & breaking into natural retail10:50 Moving into Whole Foods & finding a tiny factory13:00 How Culture Cups were created14:20 The TikTok post that changed everything15:30 Crossing from natural into mass retail17:00 Pricing strategy for premium products19:00 Why investors fear frozen food20:30 How Culture Cups shifted investor perception22:00 The realities of running your own factory24:00 Managing two product lines under one roof26:00 The dairy demand surge & supply challenges28:30 The future of regenerative agriculture31:00 Competing in the brutally competitive freezer aisle34:00 Why ice cream is one of the hardest categories in retail36:00 Thoughts on protein ice cream38:00 Alec’s flavor development process40:00 How he evaluated the right VC partners42:00 Why he raised an $11M Series A45:00 What’s next for Alec’s Ice Cream48:00 Book recommendations: Shoe Dog, Endurance, Ramping Your Brand📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter – ⁠https://www.theconsumervc.com/⁠Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    1h 5m

  7. 11/19/2025

    How to Protect Your Margin When You're in Retail ft. Akash Raju

    Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – ⁠https://www.tryglimpse.com Retail is tough—but the hidden costs make it brutal. In this episode, Mike chats with Akash Raju, Co-Founder and CEO of Glimpse, the AI-powered platform helping consumer brands recover lost revenue from retail deductions. If you sell through Amazon, Target, UNFI, or KeHE, you’re probably losing up to 5% of revenue to invalid deductions—fees that can quietly eat into your bottom line. Akash breaks down what’s really going on behind the curtain of retail deductions, how Glimpse is helping brands win back hundreds of thousands in lost revenue, and why automation is transforming how finance teams manage trade spend, supply chain fees, and compliance. You’ll learn: ✅ What makes retail so expensive for brands ✅ The hidden “deduction” ecosystem no one talks about ✅ How top CPG brands lose 5%+ of their revenue without realizing it ✅ Which deductions are worth fighting—and which aren’t ✅ How AI is changing the game for brand finance teams ✅ Why distributors like UNFI and KeHE are pain points for smaller brands✅ How Glimpse built a 91% deduction win rate ✅ When (and why) brands should start caring about deductions 👉 If you’re running a consumer brand—or heading into retail—this episode is an essential crash course in the economics most founders never see. Timestamps 00:00 Intro 01:00 What Makes Retail So Expensive 03:00 How Glimpse Helps Brands Recover Lost Revenue 05:00 The Hidden World of Invalid Deductions 07:00 Why Deductions Are a Cross-Functional Headache 09:00 Building Glimpse: How Akash Found the Problem 12:00 Why UNFI and KeHE Are So Painful for Brands 15:00 How Retail Deductions Work (and What to Fight) 18:00 How Glimpse Uses AI to Recover Revenue 21:00 The Power Imbalance Between Retailers and Brands 24:00 Can Deductions Ever Be Fully Automated? 27:00 The Financial Blind Spots in Retail 30:00 How Different Categories Get Hit Harder 33:00 Expanding Glimpse Across Retailers: Target, Walmart, Amazon36:00 When Brands Should Start Focusing on Deductions 39:00 The Categories With the Highest Invalid Deductions 📬 Subscribe for more founder stories & scaling insights: 👉 The Consumer VC Newsletter - https://www.theconsumervc.com/ Follow Mike Gelb: Twitter / IG / TikTok → @mikegelb / @consumervc

    40 min

  8. 11/11/2025

    Harsh Truth Behind Beauty Exits ft. Rich Gersten

    Glimpse is the all-in-one, AI-powered deductions management platform for CPG brands—automating deduction capture, classification, disputes, and accounting. Recover more revenue while saving time – https://www.tryglimpse.com He’s one of the most respected investors in beauty and wellness—and he’s seen every boom, bust, and bubble the industry has gone through. In this episode, Mike sits down with Rich Gersten, Co-Founder and Managing Partner of True Beauty Ventures, a beauty and wellness–focused investment firm built by operators for founders. Rich has spent over 20 years investing in consumer brands—from early private equity days at North Castle Partners to launching True Beauty Ventures, one of the most influential early-stage funds in the category. Rich shares how he accidentally stumbled into beauty investing, what makes the category so resilient, and why he believes the “beauty bubble” is finally normalizing. He also opens up about the reality of early-stage investing, the rise (and decline) of celebrity brands, and what he’s learned from building a beauty-focused fund from scratch. You’ll learn:✅ Why beauty and personal care outperform other consumer categories✅ How Sephora and Ulta transformed the entire retail landscape✅ The biggest mistakes founders make when scaling beauty brands✅ How True Beauty Ventures approaches early-stage investing✅ Why most celebrity brands fail (and what makes Rhode different)✅ What’s really happening in beauty M&A and why exits have slowed✅ How Rich thinks about valuation discipline and pro-rata investing✅ Why execution—not product—is the #1 differentiator 👉 If you’re a founder, operator, or investor in beauty or consumer, this episode offers a rare inside look at what it really takes to build and back the next breakout brand. Timestamps00:00 Intro01:20 How Rich Got Into Beauty Investing04:00 What Makes Beauty Unique vs. Other Consumer Categories07:00 Sephora, Ulta, and the Rise of Specialty Retail08:30 Why Rich Started True Beauty Ventures11:00 How They Add Value Beyond Capital13:00 The Difference Between Private Equity and Early Stage15:00 Lessons from Fund I & II: Check Sizes, Risk, and Returns19:00 The “Back Up the Truck” Investment Strategy22:00 How True Thinks About Pro-Rata and Founder Relationships25:00 Sephora & Ulta: Still Essential or Optional?28:00 The $5M Revenue Trap (and Why Early Might Be Better)31:00 How True Evaluates a Brand’s Potential34:00 Outbound vs. Inbound Deal Flow37:00 The Real Economics of Beauty40:00 Why Luxury Skincare Is Failing42:00 Amazon’s Surprising Role in Beauty44:00 The Problem With Celebrity Brands47:00 Why Rhode Worked—and Others Didn’t50:00 Returns, Risk, and How Beauty VC Actually Works55:00 The M&A Slowdown: Too Many Sellers, Not Enough Buyers01:00:00 The Future of Beauty Exits and Strategic Buyers01:03:00 Makeup’s M&A Problem Explained01:05:00 Valuations, Prefs, and Founder Pitfalls01:06:30 Book Picks: Outlive by Peter Attia & Founder Stories in Beauty 📬 Subscribe for more founder stories & scaling insights:👉 The Consumer VC Newsletter - https://www.theconsumervc.com/ Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

    1h 9m
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About

Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place. Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription. Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit www.theconsumervc.com. For updates, you can follow @mikegelb on Twitter.

Information

  • Creator
    Mike Gelb
  • Years Active
    2019 - 2026
  • Episodes
    406
  • Rating
    Explicit
  • Copyright
    © Mike Gelb
  • Show Website
    Consumer VC

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