Peptides. So hot right now

Consumer VC Roundup #155 – Latest News in Emerging Consumer Brands, Tech & Commerce Enablement

Hey friends,

I did a quick trip to Chicago last week and am currently in NYC. It was great catching up with Amira Khatib from Bluestein Ventures over a morning coffee at Foxtrot, looking at all the brands on the shelves. Every time I come to Chicago, I seem to always meet with someone from Bluestein Ventures. Such great people. Thanks, Amira, for the hang. I was in Chicago to attend Will Iyawe-Parsons’ Locked In event. If you don’t know Will, he may be the greatest relationship builder in the space. He’s one of the few who loves making connections just because he loves bringing good people together. Thanks for including me in your event, it was an honor. On to the news.

---

Peptides. So hot right now

Hims’ stock surged last week. Why? RFK Jr. is trying to move some peptides out of an unregulated gray market and make them legally prescribable.

Your body naturally produces peptides; they are made of short chains of amino acids. An easy way to think about them is that they send notifications to molecules to trigger healing and regeneration. Injectable peptides are designed to mimic the peptides in your body to speed up these processes, which help repair the body. This means they send a lot more notifications.

The Brief History of Injectable Peptides

Injectable peptides aren’t new. We’ve been experimenting with them (and have had incredible progress with diabetic patients) for the past 100 years. The first synthetic peptide was created in 1901. In 1921, doctors began extracting animal pancreases and injecting them to diabetic patients. This transformed diabetes from a fatal condition to one that could be managed. Currently, there are 80+ different types of peptide drugs approved. I recommend Acquired’s episode on Novo Nordisk if you want to hear more of the history of insulin.

Getting to Last Week:

Twelve different synthetic peptides are moving from regulatory limbo (Category 2) into formal review for the first time. How did they get there? In September 2023, Biden’s FDA reclassified 17 peptides to Category 2 and removed them from consideration for the 503A Bulks list – the list that allows licensed compounding pharmacies to legally make and prescribe a substance. Category 2 means “Bulk Drug Substances that Raise Significant Safety Risks.” In practice, this means licensed compounding pharmacies could not legally prepare and prescribe these synthetic peptides. Doctors couldn’t write prescriptions for them through normal channels. It wasn’t illegal to buy these peptides – they are very popular in longevity and bio-hacking cultures. But the supply chains for making these compounds were unregulated. Since they were unregulated, the market was less safe. Consumers didn’t know the purity of the peptides they were buying.

Enter RFK Jr. In February 2026, he appeared on Joe Rogan and said he wanted to move 14 peptides back from Category 2 to the 503A Bulks list. And then, on April 15th, he announced that the FDA had scheduled a July meeting to assess whether 12 peptides should be added to a list of substances that compounding pharmacies are allowed to make. But let’s be clear…these 12 peptides aren’t on the 503A Bulks list yet. They’re still pending the PCAC review. Seven will be reviewed in July 2026 and the remaining 5 will be reviewed in February 2027. However, this signals his intention to move these peptides back to 503A Bulks list.

Hims purchased a US-based peptide manufacturing facility in February. Hims’ stock jumping 12% indicates that the market believes these 12 peptides will be coming off the list. What’s most interesting is the breadth of use cases – recovery, cognitive enhancement, longevity, immune health, and body composition. It’s not just one use case, it’s several.

It could also indicate how peptides will be distributed. Hims already owns the prescription relationship and serves millions of customers coming to them for hair loss, GLP-1s, ED. When a new drug gets approved for compounding, Hims can push it through their funnel – online consultation, prescription, compounded drug shipped to your door.

As more peptides become less restrictive, there will be more use cases and more markets created. Hims stock surging is a signal.

---

Consumer VC is brought to you by:

The Hidden Gems: There’s a lot of bull$#!+ in the Agency landscape. That’s why Brand Founders and Executives big and new trust: The Hidden Gems. They provide the most optimal boutique Agencies to conquer any goals/needs with top quality and efficiency. Brands get preferred rates. Can’t lose. They’re supporting the growth of incredible brands like Dr. Squatch, Monster Energy, Gorilla Mind, Saatva, and many more. David Drexler (founder) has agreed to provide the service for FREE forever to anyone in the Consumer VC community or mentions Consumer VC.

Whatever your need, just send a request and they’ve got the solution... it’s that easy! –> david@thehiddengems.com

---

Now on to this week’s news – 

🧃 Consumer Brands 👚

💰 Fundraises 💰

• Lucille Health has closed a multi-million dollar funding round led by IRIS Ventures to fund a distribution expansion for its first product line, meal replacement shakes, and support R&D efforts for future category expansion. Earlier backers include New Fare, Able Partners, Amity Supply, Springdale Ventures, Great Circle Ventures, and Good Culture founder Jesse Merrill. Source: BevNet

  • Unlike most emerging health and wellness brands, Lucille targets older adults rather than chasing Gen Z and Millennials. The 75+ year old population in the U.S. is projected to grow 45% over the next decade, with the 85+ year-old cohort on track to double, and yet this segment has been largely overlooked by better-for-you innovation. That's a significant oversight given the considerable and often underestimated buying power this demographic holds.

• Kopi Kenangan, a coffee chain that’s based in Indonesia, is planning a multimillion-dollar expansion in Asia-Pacific to triple its stores to 4,000 by 2030, backed by investors like Jay-Z and Serena Williams. Source: Forbes

  • “Affordable Premium Coffee”. That is what Kopi Kenangan is known for. Somewhere between a Starbucks and instant coffee. In Western markets, being in the middle can be a tough place to be. But that doesn’t seem to be as much of a concern in Southeast Asia. The concern is whether this deeply Indonesian brand will translate to other cultures. We’ve already seen some rebranding when they’ve expanded. Outside of Indonesia, the stores are called “Kenangan Coffee” to make it more universal.

• Ripi, the frozen stuffed pasta brand, raised $2.4 million in a seed funding round led by Cutting Horse, with participation from Great Circle Ventures, Paperboy Ventures, and SuperAngel.Fund. The capital will be used to prepare for a national launch.
  Source: NOSH

💸 M&A 💸

• Home Depot has acquired Simpl Automation to enhance its same-day and next-day fulfillment strategy, improving worker safety and product availability. This acquisition aligns with Home Depot‘s ongoing expansion of its distribution capabilities, having added nearly 200 facilities to support high-demand products.
  Source: RetailDive

• Backcountry, the specialty retailer that sells clothing and gear for hiking and outdoor sports, has acquired Coalatree, the outdoor apparel company.
  Source: RetailDive

  • Backcountry has been closing some of its physical retail locations and has shifted its growth strategy to buying brands and incubating brands.

• Ambienta, the European asset manager that invests in environmentally sustainable businesses, has acquired a majority stake in The Bridge, an Italian-owned plant-based food company that produces plant-based drinks, to support its expansion in the plant-based food sector.
  Source: ESM

• AAVRANI, a hair care and beauty brand known for Ayurvedic formulations, has been acquired by Nivora Group, a consumer private equity firm. The terms of the transaction were not disclosed, but AAVRANI has raised over $15 million in funding and launched in Sephora U.S. and Canada in 2024. This acquisition positions AAVRANI to scale with Nivora’s resources for its next phase.
  Source: PRNewswire M&A

• Function Health, a startup that’s focused on body scans for early disease protection, has acquired Getlabs, a mobile blood panel diagnostics services.
  Source: Glossy

• Vero Broadband has completed its acquisition of Telephone Electronics Corporation, expanding its fiber network across Mississippi, Alabama, and Tennessee. This acquisition enhances Vero’s ability to deliver fiber connectivity to underserved communities, reaching approximately 444,000 households. Vero plans to invest further in TEC’s network to enhance services.
  Source: PRNewswire M&A

• Mark Anthony Group, which owns White Claw, acquired The Finnish Long Drink to expand its presence in the global alcohol market. This acquisition is part of CEO Phil Rosse’s strategy to double the company’s market penetration in RTD alcohol. The Finnish Long Drink has established strong momentum in the ready-to-drink space. Mark Anthony Group will be looking to bring the drink over to the U.S.
  Source: Food Dive

• Mattress Firm parent Somnigroup to buy one of its suppliers for $2.5B.
  Source: RetailDive

🚀 Debuts, Distribution & Expansion 🚀

• Beyond Meat has announced a distribution agreement for its new beverage line, Beyond Immerse, and a nationwide rollout of a reformulated breakfast sausage. The beverage will be available in over 26,000 outlets in New York, enhancing its retail presence.
  Source: Vegconomist

• Walmart continues aggressive store updates and expansion drive.
  Source: RetailDive

• Goop Kitchen expands delivery business with New York City launch.
  Source: Modern Retail

• Asda Partners With Deliverect To Enhance Rapid Delivery Across Asda Express. Asda has strengthened its partnership with Deliverect to support digital commerce operations across Asda Express locations.
  Source: ESM

• Professional Acne Brand Face Reality Opens First Flagship Clinic. Face Reality has opened its first flagship clinic in San Ramon, California, designed to support its network of skincare professionals. The clinic features six treatment rooms and aims to gather insights for refining treatment protocols. The facility cost a seven-figure sum to build and is intended to break even.
  Source: Beauty Independent

• Distribution: Costco Resets Grow Super Coffee, Oatly. Costco is bringing a slate of new innovations to its warehouses this Spring, as several brands have announced expansions in the national club chain.
  Source: BevNet

• Feel Good Foods is expanding to roughly 25,000 doors nationwide and launching new breakfast SKUs, broadening its reach.
  Source: NOSH

• Authentic Brands Group Is Bringing Barneys Back.

• Source: Business of Fashion

🚀 Product Launches

• Little Sesame enters the grab-and-go market with new premium hummus products, expanding its offerings.
  Source: NOSH

• Walmart unveiled redesigned packaging across its Great Value private brand that introduces a more modern visual identity and consistent placement of nutritional claims.
  Source: NOSH

• Nestlé And Starbucks Launch Coffee Concentrate To Meet Rising Cold Coffee Demand.
  Source: ESM

🔻 Closures, Bankruptcies & Downsizes 🔻

• QVC Group follows through on bankruptcy, readies itself for a new live-shopping era.
  Source: RetailDive

🗞️ Other Reads 🗞️

• Oliver Garfield Leaves Cos Bar After 20 Years.
  Source: Beauty Independent

• LIV Golf, a professional golf league, may face shutdown as the Saudi Public Investment Fund could withdraw funding.
  Source: Forbes