VMG Partners

VMG Partners, founded in 2005 and based in San Francisco, is a consumer-focused private equity firm that partners with entrepreneurs to build category-leading brands. The firm has raised five Growth funds and two Catalyst (venture) funds, amassing roughly $2.6 billion in assets under management. VMG invests across food & beverage, beauty, wellness, pet care, and personal care, with a track record that includes investments in KIND Snacks, Justin’s, Spindrift, Vega, and Sun Bum. The firm is distinguished by its collaborative approach, providing founders with not only capital but also brand strategy, distribution support, and operational expertise. Its team of around 50 professionals works closely with portfolio companies to accelerate growth and expand market reach.

VMG prides itself on its strong culture and commitment to values such as diversity and inclusion. Through initiatives like its Parity Collective, the firm supports underrepresented founders and contributes to a more equitable entrepreneurial ecosystem. With a global outlook, VMG has helped several brands scale internationally and achieve successful exits through acquisitions by multinational corporations. By combining financial resources with deep sector knowledge, VMG is recognized as a trusted partner for consumer entrepreneurs aiming to turn emerging products into household names. With its latest $850 million Growth Fund V and a new Catalyst vehicle, the firm is poised to continue backing the next wave of challenger brands reshaping consumer markets.