Announcing our newest partner, Brian Bustamante-Nicholson
We are thrilled to welcome Brian Bustamante-Nicholson to the Greycroft team as a Partner. Brian will focus on our consumer brands investing alongside Co-Founder & Managing Partner Dana Settle and Partner Katherine Power. With a wealth of experience in identifying top consumer brands, Brian will leverage his expertise to support and nurture brands that create innovative and beloved products. His past investment experience includes Reformation, Hu Products, Refinery29, True Botanicals, Made by Nacho, Bachan’s, Merit, Versed, and Beekeeper’s Naturals.
The Greycroft Consumer Brands Team has already made notable investments, including Mother Science, recognized as one of Fast Company’s Most Innovative Companies for 2024, as well as Zab’s Hot Sauce, Arey Grey, and Experiment Beauty.
Meet Brian:
What drew you to investing in brands, specifically CPG companies?
Looking back about ten years ago, I realized that the tools used by digitally native brands, like community building and content creation, would become crucial for all consumer products; including those in food and beverage, beauty, personal care, pet, and health and wellness. It was an exciting time to leverage my experience with digital brands and apply their methods of creating brand awareness, engaging customers, and building community to more traditional consumer products, which might be sold in retail but were also evolving into more omnichannel businesses in an increasingly digital world. I’ve always had one foot in the world of consumer technology and the other in traditional retail and consumer products. This convergence of experiences and my network has significantly influenced my interests and the perspective I bring to my investments.
What has been your career highlight?
Honestly, it just happened—getting to work and partner with Katherine Power. I had led investments into her brands and was able to support her as an investor, while also learning a lot from her as an incredible entrepreneur. Now, that experience has led to this opportunity to be her partner and work directly with her every day. It’s truly a wonderful full-circle moment.
Where do you see the most opportunity in the consumer brands space?
I’m very optimistic about brands that are crafting unique in-person experiences for consumers. I’m excited about the innovation I’m seeing in upcoming branded consumer experiences, which encompasses everything from experiential marketing and events designed to engage communities to new concepts in dining and entertainment. There is a strong desire among people to congregate and be part of memorable events, especially following the pandemic. I believe we will see significant innovation and brands creating new, dynamic experiences.
We are excited to see the impact Brian will make at Greycroft and the continued growth of our consumer brands portfolio. Welcome, Brian!