&vest

Overview

A private equity firm specializing in transforming consumer brands with a focus on social impact. &vest combines strategic insight, creative thinking, and hands-on operational expertise to acquire, turnaround, and operate businesses, turning them into brands that are built to last. Their diverse team comprises seasoned operators across brand, marketing, merchandising, digital, executive, and investing spheres, creating a modern-day operating powerhouse with a relentless focus on bottom-line results. Their investment strategy involves delivering best-in-class turnaround and operational support, acting as embedded partners to reset strategy, streamline execution, and drive measurable outcomes. They acquire and grow beauty brands that are primed to rapidly scale, leveraging highly skilled operational teams focused on strategic brand development and proven demand generation. Their model blends ownership and operational control to drive performance where it matters most: inside the business. &vest's mission is to transform bold business ideas into culturally impactful, category-leading brands. They live by five core values—Entrepreneurial Spirit, Grit & Optimism, Cultural Relevance, EQ & Relationships, and No B.S.—and measure their success by the success of their portfolio partners. Their approach includes brand strategy and positioning, core operations and finance, marketing operations, digital commerce, AI and technology enablement, and operational turnarounds. They are leveraging their operational success from Forma Brands to establish a next-generation beauty platform, assembling a portfolio of complementary brands that will benefit from their operational expertise and proven demand generation methods.