Creator Economy

VC Firm Taps Creators as LPs, Startup Advisers

Carrie Colbert, Curate’s founder, and RJ Larese, a venture partner and head of “influential investing.” Photo credit: Becki Smith of Smith House Photo and courtesy of Larese.
By
Kaya Yurieff

When Pepsi acquired probiotic soda maker Poppi in May for nearly $2 billion, influencer Alix Earle also won big. The TikTok star, who promoted the brand on social media and appeared in the company’s Super Bowl commercial, got equity in the company rather than just the typical cash payment. 

Curate Capital, a venture capital firm that invests in early-stage consumer goods companies founded by women, sees an opportunity for more creators to invest in startups, which still isn’t the norm.