Why I Invest in Consumer Brands

I've been investing in consumer brands for the past several years, and people often ask me why I'm so drawn to this space. The answer is simple: I'm a consumer myself, and I understand how products become part of people's daily lives.

When I evaluate a potential investment, I look at three things. First, does this product solve a real problem or fill a genuine gap? Second, does the founding team have an unfair advantage — whether that's domain expertise, distribution, or a unique insight into their customer? Third, is the unit economics story believable at scale?

Most of my best investments came from brands where I was already a customer before I was an investor. That personal conviction matters more than any spreadsheet.