Our Investment Folio

We invest in cause-driven entrepreneurs: The out-there ones, the so-called freaks. People driven by a powerful vision to effect change. People with the work ethic to make change happen. These are our challenger heroes.

If you believe the you and your business are at least as good as those featured below, and want to become part of our house of brands, then reach out. We want to hear about your burgeoning, cause-driven, CPG business. What do you need and how can we help?



Pictured above:

Karim Pichara, Matías Muchnick and Pablo Zamora, founders of NotCo.



“Hecha con ingredientes vegetales y punto”.

(Made from plants and nothing else).

Righteous Cause

Prosper Sustainably, Deliver Good Health

Deal Date

1st March 2019

Check Size

18m USD (Series B)


NotCo is an innovative food technology business that blends powerful machine AI and old-fashioned human taste buds to develop alternative, plant-based replacements for mayonnaise, milk, ice cream, meat and other animal-based products.

The Deal

The Craftory lead the 30M USD round providing over 60% of the capital raised. Jeff Bezos’ family office Bezos Expeditions, alongside existing investors Kaszek Ventures and IndieBio also participated in the round.

The investment will be used to fund new product development, like milk and ice cream, and support NotCo as the company branches out into new markets, including Mexico and the US.


Company Detail

Based in Chile, NotCo, is the brainchild of biotech guru Matías Muchnick, biochemist PabloZamora and computer scientist Karim Pichara. Launched in 2015, NotCo’s secret weapon is Giuseppe, a machine AI platform named after the famous Renaissance artist Giuseppe Arcimboldo, which analyses molecular structures to create unique food combinations derived only from plant-based ingredients. Same great flavour and texture, delighting consumer taste buds, but with exceptionally different, sustainable ingredients.

But it’s not all about technology. NotCo’s team of chefs and specialists verify and authenticate each combination to make sure that every product is wholesome and delicious. For example, NotCo’s first product, Not Mayo®, made from garbanzo beans, is currently flying off the shelves in 1000 stores across Chile (retailers including WalMart, Cencosud, Tottus, and Unimarc stores).

Cause Detail

It’s no secret that livestock reared for human consumption create a lot of greenhouse gas: According to the FAO cows, pigs, sheep, chickens etc. account for 14.5% of global greenhouse gas emissions.

We’re also facing a problem with unsustainable agricultural practices: The Worldwatch Institute found that around 70% of agricultural land is used for animal pasture causing deforestation, biodiversity loss, and water pollution.

As a society we’re growing fast, with the UN estimating that by 2030 there will be 8.5 billion people. We’re also eating more than ever and the impact on our planet is devastating. According to the FAO, 7.1 gigatonnes of CO2 is produced each year from global livestock.

Environmentally-aware, health conscious consumers are reducing meat consumption and increasingly demanding sustainable alternatives that don’t harm the planet or their bodies, according to research from the Natural Resources Defense Council.

NotCo has been listening.

By using machine learning techniques, NotCo has created substitutes that blend taste with texture, without costing the earth.


More NotCo



Pictured above:

Crystal Etienne, founder of Ruby Love


Ruby Love

“Built-in leak-proof protection that actually works”

Righteous Causes

Champion Self-Esteem, Progress Society, Prosper Sustainably

Deal Date

23rd July 2019

Check Size

15m USD (Including Series A of 8m USD)


Ruby Love make underwear and swimwear with a unique no-leak gusset design that can be worn alone or in combination with other femcare products. The gusset is so effective it even works when submerged in water. 

Ruby Love products are designed by women, for women: There’s a wide range of silhouettes and sizes (XS - 3XL), they’re made with organic cotton, and are free from plastic and polyurethane laminate. The result is comfortable, safe, period-proof underwear and swimwear, ethically made at a fair price.

Ruby Love’s progressive philosophy extends to sustainability too: reusable period-proof underwear offers a more environmentally friendly way for women to manage their menstrual cycles vs. traditional single use products. Over 45 billion products related to periods, including tampons, pads and applicators, are thrown in the garbage every year. Up to 90% of the materials in sanitary pads are not recyclable and the environmental impact of one pad is equivalent to four plastic bags.

The Deal

The Craftory’s investment in Ruby Love totals $15m, with an initial Series A funding of $8m. The Company will use the capital to help fund expansion, product development and brand-related campaigns. The Craftory is the sole investor in this round and will acquire a meaningful stake in the business.

About the founder, Crystal Etienne

It’s worth noting these innovations did not come from a large conglomerate. They came from a working mom of two, who experiences heavy flow monthly, stress incontinence occasionally, and frustration with existing femcare products constantly. 

When Crystal’s own daughters began to menstruate she took it upon herself to help them by designing a better solution: something safer, healthier, and easier. Years of testing, and hundreds of prototypes have resulted in a comfortable, reliable, chemical free alternative.

Cause Detail

When it comes to femcare, we’re decades overdue a game-changing innovation. And when it comes to culture, menstrual blood prohibition is lifting in some places, but not fast enough. 

Menstruation is never going to be the best time of the month but it needn't be physically limiting or debilitating, and it should never be a source of embarrassment or stigma. 50% of the population naturally bleed every month for +/-35 years of their lifetime. Ruby Love knows menstruation is normal and should be treated as such. 

Woman to woman, mom to daughter, Ruby Love offers comfort, flexibility and certainty, things the incumbents have failed to deliver for decades.

More RubyLove



Pictured above:

Naomi Gonzalez and Fran Dunaway, founders of TomboyX



“What’s more human than being exactly, brazenly, no apologies who you were born to be?”

Righteous Cause

Champion Self-Esteem, Progress Society

Deal Date

14th May 2019

Check Size

18m USD (Series B)


TomboyX create underwear to a pro-human agenda: This means underwear anybody can feel comfortable in, regardless of where they fall on the size or gender spectrum. Their pro-human design agenda is accompanied by an equally powerful attitude: “What’s more human than being exactly, brazenly, no apologies who you were born to be?”.

The Deal

The Craftory invested $18m into TomboyX as part of the Company’s Series B funding round. The Craftory thereby became the company’s largest shareholder. TomboyX intends to use the funds to invest in product development and brand campaigns.


Company Detail

TomboyX was founded in 2012, in Seattle Washington, by Fran Dunaway and Naomi Gonzalez: Two tomboys who’d grown tired of underwear that didn't fit or reflect their self-image.

TomboyX pride themselves on comfort for all, and when it comes to comfort across a broad range of silhouettes and sizes it’s not enough to simply scale-up regular sample sizes: TomboyX’s underwear is fit-tested on hundreds of bodies, from size XS-4X, regardless of gender.

TomboyX’s products are manufactured in an eco-friendly and human-friendly way using non-toxic, high-performance fabrics, in factories that treat employees fairly and pay a living wage.

The result is a suite of products that exude confidence and inclusivity whilst also meeting serious eco-sustainability standards.

Cause Detail

TomboyX exists at the confluence of two progressive trends in fashion and apparel: Ever increasing choice of size, and increasing approval of genderqueer identity and style.

TomboyX design for real human bodies: Kings, Queens and everyone in between. This is a brand that rejects binary beauty myths to create an aesthetic of comfort, confidence and self-expression. In place of toxic perfection, there’s a celebration of what makes us uniquely beautiful. This is high performance, fairly made, eco-sustainable baselayer, free from body-shaming and sexual objectification. It’s a lot, all of it good.

TomboyX’s human design aesthetic is strongly in-sync with well observed cultural changes: These days the majority of Americans don’t wear “regular” sizes: WHO US population data, The US +Size market via Racked, +Size menswear via Esquire.

According to research firm The NPD Group the female apparel market beyond xs and xl was worth $21.4bn in the US alone in 2016. Its Future of Apparel report also projects growth in the non-sport bra segment outside of simple sizing, which it describes as “underserved”. And the dominance of an exclusively hetero outlook is diminishing: Research by JWT Innovation Group claims that just 48% of genZers see themselves as exclusively straight.


More TomboyX