How many investments has Sonoma Brands Capital made?

Sonoma Brands Capital has 27 tracked investments, 1 of which have exited via acquisition or IPO.

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 Greycroft, Advancit Capital, Avenir Growth Capital, among 28 tracked co-investors.

Sonoma Brands Capital

Private equity

Sonoma · Growth–Late Stage · 11 people tracked

Also known as SONOMA BRANDS PARTNERS II, LLC

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Investment thesis

Sonoma Brands Capital focuses on the growth sectors of the consumer economy, making minority and control investments in growth-stage consumer businesses that typically generate at least $5 million in sales. As omnichannel investors, the firm seeks brands positioned to benefit from its expertise in expanding retail distribution and accelerating digital engagement. It targets categories including food & beverage, beauty, personal care & wellness, pet, home & lifestyle, and consumer services. The team is composed of specialists with backgrounds as entrepreneurs and investors in consumer packaged goods, traditional retail, digital media, and eCommerce, and describes itself as relationship-driven partners to founders.

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

Source: firm website, verified Aug 25, 2026.

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

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.

j•••@sonomabrands.comreveal

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.

b•••@sonomabrands.comreveal

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.

j•••@sonomabrands.comreveal

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.

k•••@sonomabrands.comreveal

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.

s•••@sonomabrands.comreveal

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.

c•••@sonomabrands.comreveal

Jens Hoj

What they invest in

from 14 of 27 portfolio companies

Consumer ×13Direct to Consumer ×11FoodTech ×6Wellness & Fitness ×5E-commerce ×3Healthtech ×2AI & Machine Learning ×1Circular Economy ×1

HQs:United States×11

Who they back

founder profiles across 11 portfolio companies

73%

solo founders

8 of 11 mapped founding teams

Founding team size:solo founder×82 founders×13 founders×14+ founders×1

Investments · 27 tracked

founders shown can be your intro path

By year:2026 · 1 2020 · 1 2018 · 13 dated

Avaline

Consumer wine brand founded by Katherine Power

Co-investorsGreycroft H Venture Partners

Bachan'sbachans.com 𝕏

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)

Co-investorsBackwards 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)Carly Stein(Founder)Daniel Millar(Executive Officer, Director)

BoardJared Jacobs(Director)inJon Sebastiani(Director)

Co-investorsMelitas Ventures Llc Muse Capital CAVU Consumer Partners

Ciele

Discovered Brands

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)Alejandro Pryor(Director)Alex Pryor(Co-founder)Brian Rich(Director)Patrick Lee(Director)Christopher Mann(Director)

Co-investorsCAVU Consumer Partners White Road Investments

Hum

KRAVE & Chef’s Cut

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

Manual

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)inAila Morinin

Co-investorsAdvancit Capital Avenir Growth Capital BAM Ventures Greycroft Andreessen Horowitz Blockchain Capital

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)

Co-investorsFemale Founders RSE Ventures

Mixlab

Oats Overnightoatsovernight.com

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)

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

Co-investorsAnti Costella Kirsch Pure Ventures Touch Capital Watchfire Ventures Enlightened Hospitality Investments

PeckishMay 2018

Sonoma, US

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

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)inNikhil Devaraj(Founder)inSai Mandhan(Founder)inJONATHAN H. GROSS(Manager of Issuer)

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.)

Co-investorsNorwest Venture Partners

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)

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)Ruggero Grammatico(Executive Officer, Director)

Co-investorsREDO Ventures

Triple Peak Krave Chefs Cut

True Botanicalstruebotanicals.com in 𝕏

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)Christina Mace-Turner(Executive Officer, Director, Promoter)Meghan Higney(Executive Officer)

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

Co-investorsMagic Hour Unilever Ventures Sugar Capital

Vacation

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

Voy

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)David Karr(Co-founder)Don MiguelSteven KarrChris Mann

Exits · 1

IPOs and acquisitions across the tracked portfolio

Versedacq. by Belle Brands

Portfolio news

latest coverage across their companies

The week in M&A: Arlington Capital's naval services platform, Belle Brands buys Versed, TJC targets $8.5b for midmarket fund

Versed · axios.com · Jul 11, 2026

Remedy Science Closes $20M Series A to Expand Clinically Developed Product Line | Nutritional Outlook - Supplement, Food & Beverage Manufacturing Trends

Remedy · nutritionaloutlook.com · Jul 7, 2026

Frequently asked questions

How many investments has Sonoma Brands Capital made?: Sonoma Brands Capital has 27 tracked investments, 1 of which have exited via acquisition or IPO.
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 Greycroft, Advancit Capital, Avenir Growth Capital, among 28 tracked co-investors.

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