WHERE CAPITAL MEETS CULTURE.

AREUM UNLOCKS MUTUAL VALUE.

We help funds invest smarter and scale faster - while helping founders sharpen their vision and accelerate execution.

CAPITAL GETS CULTURE. FOUNDERS GET GROWTH. EVERYONE WINS. 

About Us

Areum, a Korean word meaning “beauty,” not just in appearance, but in essence.

It captures the quiet strength of grace, the depth of intention, and the power of things made with care.

This word, this feeling is at the root of all that we do, and want to accomplish at Areum Ventures. We bring together a rare mix of editorial instinct and brand-building expertise. With decades of experience shaping cultural conversations and launching standout consumer brands, we not only help founders turn powerful ideas into lasting businesses—but also serve as trusted partners to venture capital firms seeking insight, diligence, and early-stage traction.

  • 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.

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

Functional Beauty /

Ethical Tech /

Longevity + Wellness /

Founder-Led CPG /

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

Portfolio Brands

  • All Better Co

    First aid, reinvented

    For decades, the family first aid kit has been dominated by harsh chemicals and single-use plastics. All Better Co revisits these ingredients to create skin-first remedies that better meet the needs of the body’s largest organ—while doing less harm to the planet we share.

    Fundraising

    Brand strategy

    Marketing

    E-commerce

    Operations

    Fractional C-suite

  • Furtuna Skin

    Luxury, Rooted in Nature

    Blending cutting-edge science with botanicals sourced from their 800-acre Sicilian farm, Furtuna Skin elevates beauty with wellness and environmental responsibility.

    Fundraising

    Brand Audit

    Full Brand Restructure

    Path to Profitability

    Operations

    Fractional C-suite

Let’s Chat.

CONTACT US