How many investments has Sonoma Brands Capital made?

Sonoma Brands Capital has 31 tracked investments, 2 of which have exited, including 1 dated in the last 24 months.

What stage does Sonoma Brands Capital invest at?

Sonoma Brands Capital invests at the Growth, Late Stage stages.

What is Sonoma Brands Capital's typical check size?

Sonoma Brands Capital typically writes checks of $5M – $30M.

What sectors does Sonoma Brands Capital focus on?

Sonoma Brands Capital focuses on Consumer, Direct to Consumer, E-commerce, FoodTech, Wellness & Fitness.

Where is Sonoma Brands Capital located?

Sonoma Brands Capital is headquartered in Sonoma, US.

Does Sonoma Brands Capital lead rounds?

Yes, Sonoma Brands Capital leads investment rounds.

Who does Sonoma Brands Capital co-invest with?

Sonoma Brands Capital most often shares deals with Avenir Growth Capital, Greycroft, Advancit Capital, among 44 tracked co-investors.

Sonoma Brands Capital

Private equity

Sonoma · Growth–Late Stage · 11 people tracked

Also known as Sonoma Brands · SONOMA BRANDS PARTNERS II, LLC

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Investment thesis

Sonoma Brands Capital targets the growth sectors of the consumer economy, making minority and control investments in growth-stage consumer businesses typically generating at least $5 million in sales. As an omnichannel investor, the firm seeks brands that can benefit from its expertise in expanding retail distribution and accelerating digital engagement. Its team consists of specialists with backgrounds as entrepreneurs and investors in consumer packaged goods, traditional retail, digital media, and eCommerce. The firm generally leads investments of $5 to $30 million and takes board-level participation, focusing on categories including Food & Beverage, Beauty, Personal Care & Wellness, Pet, Home & Lifestyle, and Consumer Services.

Invests inConsumer Direct to Consumer E-commerce FoodTech Wellness & Fitness North America United States

Source: firm website, verified Sep 29, 2026.

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Stage

Growth–Late Stage

Check

$5M – $30M

Sonoma, California, US

Leads rounds

Leads

Instruments

Equity

Founded

2015

Last 12 months

1 investment

AUM

$382M

Tracked investments

Acquisitions

Team · 11 people

from the firm's website & public directories

Jon Sebastiani· Founder & Managing Partner· Sonoma, CA

Founder of Sonoma Brands Capital (late 2015), leading the firm's investment strategy and portfolio management. Previously founder and CEO of KRAVE Pure Foods, acquired by The Hershey Company in 2015, and president of Viansa Winery. Holds a B.S. in Economics from Santa Clara University and a dual MBA from UC Berkeley Haas and Columbia Business School.

jon@sonomabrands.com

Ben Jang· Senior Principal· San Francisco, CAin

Joined Sonoma Brands Capital in 2021 and works across sourcing, diligence, execution, and portfolio management. Previously in Corporate Development at Gap Inc. leading acquisitions and divestitures, and began his career in investment banking at Cowen & Company. Holds a B.S. in Business Administration in Finance from Carnegie Mellon University.

ben@sonomabrands.com

John Wilson· Senior Principal· San Francisco, CAin

Joined Sonoma Brands Capital in 2021 and is involved in all aspects of the investment process. Previously an Investment Associate at Swander Pace Capital focused on middle-market CPG, and earlier an investment banking analyst in the Wells Fargo Consumer and Retail group. Holds a B.S. in Business Administration from UNC.

jwilson@sonomabrands.com

Kevin Murphy· Managing Director· San Francisco, CAin

Joined Sonoma Brands Capital in 2019. Previously at Encore Consumer Capital where he led beauty and personal care investments (tarte Cosmetics, Supergoop!) as well as food and pet deals, and earlier worked at Genstar Capital and PricewaterhouseCoopers. Holds an undergraduate degree from UMass Amherst and an MBA from UC Berkeley Haas.

kevin@sonomabrands.com

Shahir Amin· Managing Director· Sonoma, CAin

Joined Sonoma Brands Capital in 2017 and is active across sourcing, diligence, execution, and portfolio management. Previously worked on the Private Investments team at UNC Management Company and as an investment banking analyst at SunTrust Robinson Humphrey. Holds a B.S. in Business Administration from UNC Chapel Hill.

shahir@sonomabrands.com

Katherine Power· Operating Partner

Serial consumer entrepreneur and CEO of Clique Brands (co-founded 2007), parent of WhoWhatWear. Founder of Sonoma portfolio companies Versed, Avaline, and Merit, focused on brands for Millennial and Gen Z consumers.

Keith Levy· Operating Partner

CPG executive with over three decades of experience. Led the creation of Mars Wrigley's Global Business Development division, including the KIND Snacks investment, and was previously President of Royal Canin USA and a long-tenured executive at Anheuser-Busch.

Kelsey Minigan· Chief of Staff· Sonoma, CAin

Joined Sonoma Brands Capital in 2016 and serves as Chief of Staff, playing a cross-functional role across the firm's operations. Holds a B.A. from UC Santa Barbara.

Will Guidara· Operating Partner

Former co-owner of hospitality group Make It Nice, which included Eleven Madison Park and the NoMad restaurants. Co-founder of the Welcome Conference and author of multiple cookbooks; graduate of Cornell's School of Hotel Administration.

Caitlyn McDuffee· Chief Financial Officer· East Bay, CAin

Joined Sonoma Brands Capital in 2021 as Chief Financial Officer, handling finance and accounting for the management company and fund accounting. Previously a Fund Controller at Standish Management. Holds a B.S. in Business Administration in Finance from Saint Mary's College of California.

caitlyn@sonomabrands.com

Jens Hoj

What they invest in

from 20 of 31 portfolio companies

Consumer ×16Direct to Consumer ×13FoodTech ×8Wellness & Fitness ×8E-commerce ×4Healthtech ×4AI & Machine Learning ×3SaaS ×2

HQs:United States×14

Who they back

founder profiles across 14 portfolio companies

71%

solo founders

10 of 14 mapped founding teams

Founding team size:solo founder×102 founders×34+ founders×1

Investments · 31 tracked

founders shown can be your intro path

By year:2026 · 1 2024 · 2 2023 · 1 2022 · 1 2021 · 1 2020 · 1 2018 · 18 dated

Avalinedrinkavaline.com

Avaline produces organically farmed wines with transparent ingredient disclosure, free from undisclosed additives.

ConsumerDirect to ConsumerFoodTech

Co-investorsAvenir Growth Capital Greycroft H Venture Partners Joyance Partners

Bachan'sbachans.com 𝕏Sep 2022

Bachan's makes Japanese barbecue and dipping sauces based on a family recipe, using simple non-GMO ingredients.

ConsumerDirect to ConsumerFoodTechSebastopol, US

Justin Gill(Executive Officer, Director)in

Co-investorsAngel group Backwards Capital

Beekeeper's Naturalsbeekeepersnaturals.com 𝕏

Beekeepers Naturals makes clean, hive-powered wellness supplements—such as propolis, royal jelly, bee pollen, and raw honey—formulated with input from doctors and clinical research.

ConsumerDirect to ConsumerWellness & FitnessThornhill

Carly Kremer(Founder)inCarly Stein(Founder)Daniel Millar(Executive Officer, Director)in

Board Jared Jacobs(Director)in Jon Sebastiani(Director)

Co-investorsMelitas Ventures Llc Muse Capital CAVU Consumer Partners

Guayakiguayaki.com

Yerba Madre (formerly Guayakí) produces yerba mate beverages, including loose leaf, sachets, cans, and bottles, sold across North and South America.

ConsumerDirect to ConsumerFoodTechImpact & Social GoodSebastopol, US

David Karr(Co-founder)Alex Pryor(Co-founder)inBrian Rich(Director)Patrick Lee(Director)Christopher Mann(Director)

Co-investorsCAVU Consumer Partners White Road Investments

Hum Nutritionhumnutrition.com 𝕏

HUM Nutrition is a direct-to-consumer supplement brand offering third-party-tested vitamins and supplements paired with a personalization quiz and free access to registered dietitian nutritionists.

ConsumerDirect to ConsumerWellness & FitnessLos Angeles, US

Christopher Coleridge(Executive Officer, Director)Walter Faulstroh(Executive Officer, Director)in

BoardGreg Richter(Director)

Co-investorsImaginary Venture Capital 14W CircleUp Partners

Made by Nachomadebynacho.com in 𝕏

Made by Nacho is a pet food company that produces cat food crafted by professional chef Bobby Flay using quality proteins and ingredients designed for feline nutrition.

ConsumerDirect to ConsumerE-commerceFoodTech

Bobby Flay(Founder)

Co-investorsCompanion Fund Beliade CAVU Consumer Partners CAVU Venture Partners Greycroft New Fare Partners

Meritmeritbeauty.com in

MERIT is a modern beauty brand that creates timeless beauty and lifestyle products designed for everyday use.

ConsumerDirect to ConsumerNew York, US

Katherine Power(Founder)in Aila Morin in

Co-investorsAdvancit Capital Avenir Growth Capital BAM Ventures GFT Ventures Greycroft Lerer Hippeau +2 more

Milk Barmilkbarstore.com 𝕏

Milk Bar is a bakery and dessert shop known for creating innovative treats that reinterpret classic American sweets and baked goods.

ConsumerDirect to ConsumerE-commerceFoodTechNew York, US

Christina Tosi(Founder)in

Co-investorsFemale Founders RSE Ventures

Mixlabmixlabrx.com inAug 2021

Mixlab is a veterinary pharmacy providing compounded, commercial, and over-the-counter medications for animals across all 50 states.

AI & Machine LearningE-commerceHealthtechNew York, US

Frederic Dijols(Executive Officer, Director)Edward Kim(Director)

BoardDr. Zay Satchu(Co-founder & Chief Veterinary Officer)

Co-investorsEastward Capital Partners Escalate Capital Partners Joyance Partners Lakehouse Venture Partners Partners Resolute PLUS Capital +6 more

Oats Overnightoatsovernight.comJul 2024

Oats Overnight makes ready-to-mix, spoon-free overnight oats in customizable flavor bundles, using whole grains and protein sources like whey and pea protein.

ConsumerDirect to ConsumerFoodTechTempe, US

Brian Tate(Executive Officer, Director)in

BoardManpreet Singh(Director)Mark Leavitt(Director)inDave Ritterbush(Director)

Co-investorsAnti BFG Partners Costella Kirsch Innova Capital Partners, LLC Pure Ventures Touch Capital +6 more

Overnightovernight.xyzJul 2024

Building proprietary, delta-neutral yield strategies for stablecoins.

Co-investorsHack VC BFG Partners Enlightened Hospitality Investments Foundation Capital Impatient Ventures Morrison Seger Venture Capital Partners +1 more

Peckishpeckish.appMay 2018

Peckish is an AI-powered inventory and stocktaking platform for bars and restaurants, letting staff count stock by recording shelves with video and voice.

AI & Machine LearningFoodTechSaaSSonoma, US

Harpreet Singh(Founder)

Board Jonathan Sebastiani(Mr. Sebastini is a Manager of the Issuer.)Donald Stoner(Mr. Stoner is a Manager of the Issuer)

Co-investorsAntler

Remedyuseremedy.co inJun 2026Acquired

Remedy provides AI agents that automate pharmacy workflows including prescription refills, inbound patient calls, and data entry within existing pharmacy management systems.

AI & Machine LearningHealthtechSaaSNew York, US

Vishnu Sreenivasan(Founder/CEO)in Nikhil Devaraj(Founder)in Sai Mandhan(Founder)inJONATHAN H. GROSS(Manager of Issuer)in

Co-investorsY Combinator L Catterton Norwest Venture Partners

Remedy Scienceremedyskin.com in

Remedy is a skincare brand whose Copper Peptide Complex Advanced Firming Serum uses pure GHK-Cu (copper tripeptide) alongside a peptide complex, hyaluronic and polyglutamic acids, ectoin, and allantoin to support firmness, hydration, and skin barrier repair.

ConsumerDirect to ConsumerWellness & Fitness

Muneeb Shah(Dr.)in

Co-investorsNorwest Venture Partners L Catterton

Thecutthecut.com in 𝕏

The Cut is a digital lifestyle publication that covers women's lives and interests through reporting, essays, and service journalism across style, self, culture, and power.

ConsumerMedia & EntertainmentNew York, US

Lindsay Peoples(Editor-in-Chief)in

Touchlandtouchland.com inJan 2020

Touchland develops personal care products including hand sanitizers and body and hair fragrance mists sold directly to consumers.

ConsumerDirect to ConsumerWellness & FitnessMiami, US

Andrea Lisbona(Executive Officer, Director)inRuggero Grammatico(Executive Officer, Director)

Co-investorsAlign Ventures REDO Ventures Sidekick Partners

True Botanicalstruebotanicals.com in 𝕏Apr 2023

True Botanicals creates botanically-formulated skincare products designed for whole-body wellbeing, using clinically validated plant-based ingredients that prioritize safety and efficacy.

ConsumerDirect to ConsumerE-commerceHealthtechWellness & FitnessMill Valley, US

Hillary Peterson(Founder)in Christina Mace-Turner(Executive Officer, Director, Promoter)inMeghan Higney(Executive Officer)in

BoardMats Lederhausen(Director)in Jon Sebastiani(Director)Anna Ohlsson-Baskerville(Director)in

Co-investorsMagic Hour Unilever Ventures Cue Ball Greycroft Sugar Capital

Vacationvacation.inc 𝕏

Vacation is a luxury sunscreen brand that combines modern dermatological science with a premium sensory experience, featuring fragrances developed with renowned parfumeurs.

ConsumerWellness & FitnessMiami, US

BoardDr. Elizabeth Hale(Chief Medical Advisor)

Co-investorsBFG Partners REDO Ventures Spice Capital True Beauty Ventures Silas Capital Partners

Versedversedskin.comacquired by Belle Brands

Versed creates clean skincare and makeup products using dermatologist-tested, vegan, and cruelty-free ingredients designed for sensitive skin.

ConsumerWellness & Fitness

Co-investorsAdvancit Capital Avenir Growth Capital BAM Ventures Greycroft Cherry Ventures Gradient Ventures

Voyjoinvoy.com

Voy provides expert-led medical care for weight management and hormone health, offering treatments that help patients lose weight and improve testosterone levels.

Digital HealthHealthtechWellness & Fitness

George Pallis(Founder)in

Co-investorsAcurio Ventures FELIX CAPITAL FJ Labs

Yerba Madreyerbamadre.com in

Yerba Madre produces and distributes yerba mate beverages in loose leaf, sachets, cans, and bottles, serving consumers across North and South America.

Circular EconomyConsumerDirect to ConsumerFoodTechSan Luis Obispo, US

Alex Pryor(Co-founder)inDavid Karr(Co-founder)inDon MiguelSteven KarrinChris Mann

Other

Tracked investments with no reachable website or further public details — typically companies that wound down, renamed, or were absorbed.

CieleCiele CosmeticsDiscovered BrandsHuHumKRAVE & Chef’s CutManualSkip to main contentTriple PeakTriple Peak Krave Chefs Cut

Exits · 2

2 acquisitions · showing 1

Versedacq. by Belle Brands

Portfolio news

latest coverage across their companies

Remedy Science Raises $19M in Series A Funding

Remedy Science · finsmes.com · Jun 12, 2026

Yerba Madre Commits $100,000 to America's National Parks and Calls on Congress to Pass the America the Beautiful Act

Yerba Madre · prnewswire.com · Apr 2, 2026

Frequently asked questions

How many investments has Sonoma Brands Capital made?: Sonoma Brands Capital has 31 tracked investments, 2 of which have exited, including 1 dated in the last 24 months.
What stage does Sonoma Brands Capital invest at?: Sonoma Brands Capital invests at the Growth, Late Stage stages.
What is Sonoma Brands Capital's typical check size?: Sonoma Brands Capital typically writes checks of $5M – $30M.
What sectors does Sonoma Brands Capital focus on?: Sonoma Brands Capital focuses on Consumer, Direct to Consumer, E-commerce, FoodTech, Wellness & Fitness.
Where is Sonoma Brands Capital located?: Sonoma Brands Capital is headquartered in Sonoma, US.
Does Sonoma Brands Capital lead rounds?: Yes, Sonoma Brands Capital leads investment rounds.
Who does Sonoma Brands Capital co-invest with?: Sonoma Brands Capital most often shares deals with Avenir Growth Capital, Greycroft, Advancit Capital, among 44 tracked co-investors.

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