How to build a CULT BRAND in 2024 | The Consumer VC

Our guest today is Sarah Woelfel, Co-Founder & Partner at Cult Capital Sarah Woelfel is the Co-Founder and Partner of Cult Capital. She combines her zeal for investing with her affection for cult consumer brands. Prior to CULT Capital, Sarah served on the investment team at Audax and as an I-banking analyst at Deutsche Bank. We discuss: • Sarah's take on investing in emerging beauty and personal care Brands • What are cult Brands • What's an ideal outcome when investing in brands from an investor perspective • How she thinks and approaches portfolio construction Thank you to our Partner –– Propeller Industries – https://www.propellerindustries.com/ Propeller Industries is the leading strategic finance and accounting partner for venture-stage companies. For more info: (29:21) - Propeller Industries 00:00 - Intro 02:18 - What makes a CULT Brand? 04:45 - How do you make sure a brand really has that cult following? 09:04 - What categories does Cult Capital prefer? 14:36 - When does Cult Capital invest? 16:10 - What sales channels do she prefer in a business? 18:00 - How can a brand go into wholesale? 20:49 - What if a Brand is Exclusive? 22:51 - What's her opinion on innovation in the beauty category? 29:21 - Propeller Industries 30:14 - Why does everything goes back to the product? 32:48 - How can a brand get into Sephora? 36:25 - How does pricing play a part for Cult Capital? 40:26 - What's the investment environment right now in the industry? 45:55 - Opinion on businesses that want to turn profitable? 48:56 - Equity vs Debt 52:05 - What is the ideal outcome for Cult Capital? 56:40 - When should a company bring a new CEO? 59:05 - Her book recommendations! 1:02:52 - Outro Subscribe to Our Newsletter: https://www.theconsumervc.com/ Subscribe on Spotify: https://open.spotify.com/show/4Hjm74Z... Subscribe on Apple Podcasts: https://podcasts.apple.com/gb/podcast... Follow on Twitter:   / mikegelb   Follow on Instagram:   / mikegelb   Follow on TikTok:   / consumervc