Imaginary Venture Capital
Venture capitalActively deployingNew York · Seed–Late Stage · 12 people tracked
Also known as IMAGINARY VENTURE CAPITAL ADVISERS, LLC · Imaginary Venture Capital EIP · IMAGINARY VENTURE CAPITAL MANAGEMENT, L.P.
Investment thesis
Imaginary Ventures backs the next generation of consumer businesses, drawing on its founders' decades of experience building and investing in brands. The firm focuses on identifying exceptional early-stage consumer and retail brands, forming strong relationships with founders, and helping scale them globally. Its approach reflects a heritage in luxury digital commerce and direct-to-consumer brand building.
Source: firm website, verified Aug 25, 2026.
Team · 12 people
from the firm's website & public directories
What they invest in
from 50 of 54 portfolio companiesConsumer ×39Direct to Consumer ×29E-commerce ×20FoodTech ×11SaaS ×7Wellness & Fitness ×7AI & Machine Learning ×5Enterprise Software ×4
HQs:United States×33Canada×1United Kingdom×1
Who they back
founder profiles across 24 portfolio companiesFounding team size:solo founder×82 founders×113 founders×5
Where their founders studiedfrom 15 founders with education data
University of Pennsylvania ×2
Accelerator rootsportfolio companies that came through a program
Investments · 54 tracked
founders shown can be your intro pathBy year:2026 · 12025 · 12024 · 12023 · 12022 · 22021 · 12019 · 18 dated
Alec's Ice Cream makes organic, clean-label ice cream using A2/A2 grass-fed dairy, with a Culture Cup line that adds live probiotics and prebiotic fiber under a crackable chocolate shell.
ConsumerDirect to ConsumerFoodTechPetaluma, US
Alec Jaffe(Executive Officer, Director)
BoardJonathan Jaffe(Director)
Board seatLogan Langberg· per SEC Form D · $8M raise · filed Nov 2025
Co-investorsAltelanGreat Circle Ventures
Ayoh makes flavored mayonnaise condiments, branded as "Sando Sauce," that blend creamy mayo with ingredients like pickles, spices, herbs, and vinegars for use on sandwiches, burgers, fries, and vegetables.
ConsumerDirect to ConsumerFoodTechGolden, US
Molly BazDavid McCormick(Founder)inDavid K. McCormick(Executive Officer, Director)
BoardGreer Tessler(Director)Molly Willet(Director)
Board seatLogan Langberg· per SEC Form D
Co-investorsHabitat PartnersLerer HippeauSiddhi Capital
Black Crow provides AI-powered analytics and personalization software for e-commerce brands to understand customer behavior and deliver tailored shopping experiences.
AdTechAI & Machine LearningE-commerceMarketing TechNew York, US
Richard Harris(Executive Officer, Director)Joel Goldman(Founder)inDamon Tassone(Executive Officer, Director)
BoardShehzad Khan(Director)in
Board seatLogan Langberg· per SEC Form D
Co-investorsGood FriendsHabitat PartnersInterlock PartnersLeft Lane CapitalPrimary Venture PartnersBloomberg Beta+2 more
Walnut, US
Michael Waxman(Executive Officer, Director)in
Board seatLogan Langberg· per SEC Form D · $8M raise · filed Oct 2023
Auburn, US
Jennifer Liao(Executive Officer, Director)Caleb Wang(Executive Officer, Director)
Board seatLogan Langberg· per SEC Form D · $9.5M raise · filed Feb 2022
A bathhouse operator with locations in New York and Philadelphia offering thermal pools, saunas, steam rooms, massage, and scrub treatments to consumers seeking wellness and relaxation services.
ConsumerWellness & FitnessNew York, US
Jason Goodman(Executive Officer, Director)Travis Talmadge(Executive Officer, Director)
Co-investorsGood GroundPLUS CapitalWellness Ventures
BERO produces non-alcoholic beer sold direct to consumers, offering individual beers, variety packs, and build-your-own bundles.
ConsumerDirect to ConsumerFoodTech
Builder.io provides visual development tools that enable teams to collaborate on software development through a plug-and-play approach.
Cloud ComputingDeveloper ToolsSan Francisco, US
Brent Locks(Co-founder & COO)inSteve Sewell(Co-founder & CEO)inMisko Hevery(Chief Technology Officer)Lindsay Brunner(Head of Communications)
BoardMike Duboe(Board Member (Venture Partner, Greylock))
Co-investorsCommerce VenturesGood FriendsGreylock PartnersHabitat PartnersM12 (Microsoft's Venture Fund)Mango Capital+3 more
Cafeteria is a platform that connects teens with brands for paid conversations and content creation opportunities.
AI & Machine LearningB2B MarketplacesConsumerCreator EconomyMarketing TechSocialNew York, US
Rishi Malhotra(Chief Executive Officer of the Issuer.)in
Co-investorsListen VenturesCollaborative Fund
Cann makes microdosed THC-infused beverages, including flavored social tonics and a bergamot-and-yerba-mate "Half and Half" tea drink.
ConsumerDirect to ConsumerFoodTech
Co-investorsArtemis Growth PartnersHabitat PartnersInvestBevOutbound Ventures
Cerebelly makes organic, vegetable-first baby and toddler food formulated with 16 nutrients associated with early brain development, with no added sugar and testing for heavy metals and toxins.
ConsumerDirect to ConsumerFoodTechErie, US
Don Clark(Executive Officer)Greg Shearson(CEO)
Co-investorsEvolution VC PartnersH Venture PartnersSpringdale Ventures
Cha Cha Matcha sells matcha products, including a Matcha Essentials Kit with tools for preparing matcha at home, and operates physical cafe locations such as one in Beverly Hills.
ConsumerDirect to ConsumerFoodTechBeverly Hills, US
Chord provides a unified data layer and AI-powered agents for commerce brands to centralize fragmented data across tools and automate operations.
AI & Machine LearningData & InfrastructureE-commerceMarketing Tech
Bryan Mahoney(CEO & Co-Founder)Henry Davis(President & Chairman)in
Co-investorsAct One VenturesEqual VenturesGood FriendsHawke VenturesWhite Star CapitalM13
Daily Harvest manufactures and delivers frozen prepared meals made from organic fruits and vegetables, including smoothies, oat bowls, and elixirs.
ConsumerDirect to ConsumerFoodTech
Rachel Drori(Founder)in
Co-investorsAble PartnersBAM VenturesCollaborative FundLightspeed Venture PartnersBrandProject CapitalJam Fund+1 more
Danielle Frankel Studio is a bridal and womenswear fashion label offering apparel sized across US and international standards.
ConsumerE-commerce
Duos builds a member activation and navigation platform for Medicare Advantage plans and healthcare providers to help members engage with their care.
AI & Machine LearningDigital HealthHealthtechSaaSWellness & Fitness
Karl Ulfers(Co-Founder & Chief Executive Officer)Jenn Kerfoot(President & Chief Operations Officer)Art Petrossian(Chief Product & Technology Officer)Nathan Adams(Chief Business Officer)
Co-investorsAble PartnersDeclaration PartnersForerunner VenturesFTV CapitalHDS CapitalOptum Ventures+3 more
MìLà produces frozen Chinese food products—dumplings and ready-to-heat meals—sold directly to consumers for home preparation.
ConsumerDirect to ConsumerFoodTechSumner, US
CalebJen
Co-investorsGold House Ventures
Eat Santo is a taco restaurant with locations in New York City.
ConsumerNew York, US
Ever/Body operates aesthetics centers offering cosmetic and beauty treatments performed by clinical experts, combining in-center procedures with at-home care plans for individual clients.
ConsumerHealthtechWellness & FitnessNew York, US
Amy Shecter(Executive Officer, Director)Evan Gogel(Director)Catherine Twist(Director)Kira Wampler(Director)
BoardElliot Wagner(Director)inBrian Yee(Director)in
Co-investorsDeclaration PartnersMetaPropMetaProp VenturesReshapeACME Capital
Everlane designs and sells apparel and accessories positioned on transparency and sustainability, offering quality basics and fashion items through direct-to-consumer channels.
ConsumerDirect to ConsumerE-commerce
Michael Preysman(Founder)inAlfred Changin
Co-investorsBling CapitalCrunchFundMaveronTuesday CapitalBetaworksSlow Ventures+1 more
Farfetch is an online marketplace for luxury fashion, connecting customers with designer boutiques and independent retailers worldwide.
ConsumerE-commerceMarketplacesRetail TechLondon, GB
José Neves(Founder)in
Co-investorsAdvance Venture PartnersFELIX CAPITALFernbrook Capital ManagementGreycroftHDS CapitalHeadline+7 more
GlossGenius provides employee management software designed for beauty, wellness, and health businesses.
ConsumerEnterprise SoftwareHR TechMarketing TechSaaSWellness & FitnessNew York City, US
Danielle Cohen-Shohet(Founder)inLeah Cohen-Shohet
BoardIan Friedman(Director)Kent Bennett(Director)in
Co-investors2048 VenturesBessemer Venture PartnersLeft Lane CapitalTechstarsVibe CapitalHearstLab+1 more
Glossier is a beauty brand that develops skincare and makeup products, including formulations and packaging, sold directly to consumers.
ConsumerDirect to ConsumerE-commerceNew York, US
Emily Weiss(Founder)inKATHRYN ORDOWER(Executive Officer)NABIL MALLICK(Executive Officer, Director)
BoardERIC LIAW(Director)inKIRSTEN GREEN(Director)inKATRINA LAKE(Director)
Co-investorsForerunner VenturesIndex VenturesIVP (Institutional Venture Partners)KfundLerer HippeauSequoia Capital+1 more
Good American is an apparel brand offering denim and seasonal clothing essentials, including heritage-inspired classic styles.
ConsumerDirect to ConsumerE-commerce
Goose provides software for pet daycare centers to manage scheduling, check-ins, pickups, and pet profiles.
ConsumerSaaS
Co-investorsB Capital GroupB4 CapitalCamber Creek
HALF MAGIC is a cosmetics brand offering colorful eye makeup products including eyeliner, eyeshadow singles, mascara, glitter, and lip products sold direct-to-consumer online.
ConsumerDirect to ConsumerE-commerce
Donni Davy
Co-investorsPoint King Capital
ConsumerNew York City, US
Co-investorsComcast VenturesMaywic Select InvestmentsTechstars
Direct to ConsumerHealthtechWellness & FitnessLos Angeles, US
Christopher Coleridge(Executive Officer, Director)Walter Faulstroh(Executive Officer, Director)
BoardGreg Richter(Director)
Jacques Marie Mage designs and produces luxury eyewear, releasing limited collections such as its Summer 2026 Circa Collection that draw on midcentury, 1970s, and Y2K design influences.
ConsumerDirect to ConsumerE-commerce
Josh Kriteman(Founder)in
Co-investorsFELIX CAPITAL
Kosas develops clean cosmetics that combine makeup and skincare, offering products such as cream cheek and lip color and complexion items with a shade-matching quiz for consumers.
ConsumerDirect to ConsumerE-commerceLos Angeles, US
Sheena Yaitanes(Executive Officer, Director)
Co-investorsAble PartnersBeechwood CapitalBeliadeStripesTq Ventures Llc
Lore is a fragrance brand that sells Eau de Parfum products, including full-size bottles, travel sets, and discovery sets.
ConsumerDirect to ConsumerE-commerce
Lucky Beverage Company produces beverages with a focus on authentic storytelling and resilience-oriented branding.
Consumer
Richard Laver(CEO)
Co-investors359 CapitalDMG VenturesInvestBevMaveronBrand Foundry VenturesJoyance Partners+4 more
Mejuri is a jewelry brand that designs and sells fine jewelry directly to consumers, with a philanthropic program (the Empowerment Fund, purpose-driven products, and corporate giving) supporting women and underrepresented communities.
ConsumerDirect to ConsumerE-commerceRetail TechToronto, CA
Majed MasadNoura Sakkijha
Co-investors500 GlobalCedar Mundi VenturesDASH VenturesFELIX CAPITALFounderFuelIncite.org+1 more
Nécessaire is a direct-to-consumer beauty and skincare brand that sells personal care products online.
ConsumerDirect to Consumer
Co-investorsAble PartnersMaveronCAVU Consumer Partners
Nordic Knots is an e-commerce retailer selling rugs, curtains, bedding, and home décor products.
ConsumerE-commerce
NuORDER is a commerce platform owned by Lightspeed that provides tools for independent businesses to manage and scale their operations globally.
E-commerceEnterprise SoftwareSaaSLos Angeles, US
Olivia Skuza(Executive Officer, Director)Heath Wells(Executive Officer, Director)in
Co-investorsBrighton Park CapitalCowboy VenturesGreycroftThe Argentum GroupUpfront Ventures
Pepper builds AI-powered go-to-market technology designed specifically for independent food distributors to help them compete and grow.
AI & Machine LearningB2B MarketplacesFoodTechSaaSNew York, US
Bowie Cheung(Co-founder & CEO)inChetan Narain(Co-founder & CTO)Ivana Tesanovic(Co-founder / SVP)Jorge Vizcayno(Leader, Product Content Platform & Data Infrastructure (joined via Alima acquisition))
Co-investorsBoxGroupFrontline VenturesGreylock PartnersHarmony PartnersICONIQICONIQ Growth+3 more
POV Beauty is a color cosmetics brand selling "amp it" buildable lip/color products in dessert-inspired shades such as cannoli, caramel crème, and vanilla latte.
ConsumerDirect to ConsumerE-commerce
A skincare brand offering a routine of products for blemish-prone skin, including exfoliating treatments with AHA/BHA acids and a barrier moisturizer with a ceramide complex.
ConsumerDirect to ConsumerWellness & Fitness
ShiftSmart connects workers with flexible employment opportunities and helps businesses manage labor on demand.
Enterprise SoftwareFoodTechFuture of WorkHR TechImpact & Social GoodMarketplacesSocialMenlo Park, US
Aakashdeep Kumar(Executive Officer, Director)C. Patrick Brandt(Executive Officer, Director)Aakash K(Founder)
Co-investorsGood FriendsPerot Jain
SKIMS designs and sells shapewear, loungewear, and intimates for women.
ConsumerDirect to ConsumerRetail TechLos Angeles, US
Kimberly Kardashian(Director)Jens Grede(Executive Officer, Director)inEmma Grede(Executive Officer, Director)Colin Bennett(Executive Officer)Anderozzi Muir(Executive Officer)Jennifer Arrache(Executive Officer)
Smalls produces fresh, gently cooked cat food made to resemble home-prepared meals, differentiating itself from conventional pet food manufacturers by using minimal processing.
Direct to ConsumerFoodTech
Matthew Michaelson(Founder)in
Co-investorsCompanion FundEastward Capital PartnersEvolution VC PartnersFounder CollectiveLeft Lane CapitalTMV+2 more
Stripe provides financial infrastructure for businesses to accept payments, offer financial services, and implement custom revenue models across international markets in 135+ currencies.
Developer ToolsFintechSaaSSan Francisco, US
John Collison(Co-founder & President)inPatrick Collison(Co-founder & CEO)inWilliam Gaybrick(Executive Officer)inGreg Brockman(Founding Engineer, then first CTO)inSarah HeckinSarah Heckin
Co-investors500 GlobalAdvaita CapitalAglae VenturesAir Street CapitalAlkeon InnovationAndreessen Horowitz+60 more
Sundays makes air-dried dog food from human-grade, all-natural meat and superfoods, offered in beef, chicken, turkey, and fish recipes that require no refrigeration or prep.
ConsumerDirect to ConsumerE-commerce
Co-investorsAvenir Growth CapitalBAM VenturesGreat Oaks Venture CapitalShrug CapitalRed Sea Ventures
Sweet Chemistry offers a skincare line of four products formulated with 3% Matrikynes peptides, available in different textures and finishes that can be used individually or layered.
ConsumerDirect to ConsumerWellness & FitnessNew York, US
Joel Maza(Executive Officer, Director)
BoardKenneth Suslow(Director)Andrea Nye(Director)
The Feed is an online marketplace selling curated sports nutrition, supplements, recovery gear and wearables to endurance athletes.
Ben Kennedy(Founder)in
Co-investorsForerunner Ventures
The Reformation is a fashion apparel and accessories retailer with a focus on sustainability practices, offering clothing items with free shipping.
Consumer
Co-investorsGreen Meadow Ventures
Astoria, US
Demetrius Michael Karagas(Executive Officer, Director)Steven Craig Gutentag(Executive Officer, Director)Steven Gutentag(Founder)in
BoardRebecca Kaden(Director)in
Co-investorsComcast VenturesConnetic VenturesCVS Health VenturesEvolution VC PartnersForeground CapitalGreycroft+11 more
Tin Can makes a Wi-Fi landline phone for children that allows voice calls only to a parent-approved contact list, blocking strangers, robocalls, and scammers.
ConsumerDirect to ConsumerHardwareSeattle, US
GraemeChetMaxChet Kittleson(Founder)inMax Blumen(Founder)
Co-investorsData TechGreylock PartnersNewfund CapitalTunitas VenturesMother VenturesPioneer Square Labs
Universal Standard is an inclusive fashion brand offering women's apparel in an extended size range (00-40), using premium fabrics such as Peruvian cotton, stretch linen, wool, and denim.
ConsumerDirect to ConsumerE-commerceNew York, US
Polina Veksler(Managing Member)Polina Zitrin(Executive Officer, Director)Alexandra Waldman(Founder)in
Co-investorsDopamine VenturesFernbrook Capital ManagementRed Sea Ventures
Westman Atelier is a clean luxury beauty and cosmetics brand offering makeup and skincare products such as its Clean Glow Trio and Pore Refining Complex serum, sold directly to consumers online.
ConsumerDirect to ConsumerE-commerceNew York, US
David Neville(Executive Officer, Director)Gucci Westman(Founder)
BoardAndrew Rosen(Director)Alicia Sontag(Director)
Co-investorsPRELUDE
Rows marked “SEC filing” are inferred from directors named on the company's SEC Form D — public regulatory data, not a portfolio list published by the firm.
Portfolio news
latest coverage across their companiesGoose · therealdeal.com · Aug 22, 2026
Duos · stocktitan.net · Aug 19, 2026
Stripe · techcrunch.com · Jul 20, 2026
Pepper · theguardian.com · Jul 14, 2026
GlossGenius · techcrunch.com · Jul 5, 2026
Sweet Chemistry · thefashionlaw.com · Jun 23, 2026
Chord Commerce · thesaasnews.com · Jun 8, 2026
Frequently asked questions
- How many investments has Imaginary Venture Capital made?
- Imaginary Venture Capital has 49 tracked investments, 1 of which have exited via acquisition or IPO, including 2 dated in the last 24 months.
- What stage does Imaginary Venture Capital invest at?
- Imaginary Venture Capital invests at the Seed, Series A, Late Stage stages.
- What is Imaginary Venture Capital's typical check size?
- Imaginary Venture Capital typically writes checks of $1M – $10M.
- What sectors does Imaginary Venture Capital focus on?
- Imaginary Venture Capital focuses on Consumer, Direct to Consumer, E-commerce, FoodTech, Retail Tech.
- Where is Imaginary Venture Capital located?
- Imaginary Venture Capital is headquartered in New York, US.
- Does Imaginary Venture Capital lead rounds?
- Yes, Imaginary Venture Capital leads investment rounds.
- Who does Imaginary Venture Capital co-invest with?
- Imaginary Venture Capital most often shares deals with Able Partners, Good Friends, Habitat Partners, among 105 tracked co-investors.
Co-investors · 26
Maveron is a venture capital firm that invests in entrepreneurs across web-enabled consumer services, education, and wellness sectors.
Greylock Partners is an early-stage venture capital firm that partners with founders building companies from inception. Its partners make only one or two new investments per year to focus deeply on each partnership.
Collaborative Fund is a venture capital firm that backs entrepreneurs building category- and culture-defining brands, products, and services across consumer, health, energy, and access-to-capital themes.
Bessemer Venture Partners is a global venture capital firm that partners with entrepreneurs across enterprise, consumer, and healthcare sectors from early stages through growth.
New Enterprise Associates (NEA) is a venture capital firm that invests in and provides long-term support to founders building new companies.
Founder Collective is a seed and pre-seed stage venture capital firm that invests across sectors, describing itself as sector agnostic and anti-thematic.
FirstMark Capital is a venture capital firm that backs founders and accelerates them through a platform providing access to networks, customers, and top talent.
Headline is a global venture capital firm investing in early- and growth-stage founders, with teams on the ground across multiple continents.
2048 Ventures is a thesis-driven early-stage venture capital firm based in New York and Boston that backs founders building future technologies.
M13 is a venture capital firm that invests in seed and Series A stage software companies.
Brand Foundry Ventures is a consumer product-only seed investor that focuses exclusively on "things you can see, touch, feel, and interact with" rather than software, targeting sustainable $250M-$750M outcome brands instead of chasing billion-dollar unicorns. The firm was born from Andrew Mitchell's successful angel investments in Warby Parker, Birchbox, Harry's, and Peloton, and maintains an unusually hands-on approach through their "People/Product/Pipeline" framework that requires founders to think as deeply about supply chain and margins as they do about design and marketing.
▶14 more co-investors
Brighton Park CapitalUberSound VenturesRRE VenturesBullpen CapitalInitialized CapitalSerena Venturesfirstminute capitalThird Kind Venture CapitalRubicon Venture CapitalAstanor VenturesHuman CapitalWaverley CapitalPace Capital
Firms observed investing alongside Imaginary Venture Capital, from public investor directories. Shared companies are the overlap with Imaginary Venture Capital's recorded portfolio.
Similar investors
Norwest Venture Partners is an investment firm whose growth equity team backs private, profitable, fast-growing companies, providing capital and hands-on support through its 'invited guest' approach.
Sandbridge Capital is a consumer-focused growth equity fund that partners with high-growth, market-leading global brands, offering strategic capital and sector expertise to founders scaling their businesses.
Miroma Ventures is the investment arm of The Miroma Group, backing venture and growth-stage consumer brands and media platforms while providing marketing expertise to accelerate their growth.
Unilever Ventures is the venture and growth capital arm of Unilever, backing founders building brands for the modern consumer while offering Unilever's global reach alongside the agility of a venture capital team.
Consumer Ventures (formerly CompanyFirst) is a Chicago-area venture capital firm that invests in and helps build emerging consumer brands, products, retailers, and technologies enabling the consumer experience.