Sugar Capital | Activity | F4

Introducing F4 Champions, a new accelerator for founders at the earliest stage.F4 Champions for early-stage foundersEnrollment closesAugust 2Learn more

Team Portfolio Raise Champions Essays

F4/Sugar Capital/Activity

Sugar Capital Activity

Every public signal F4 has attached to this firm, with sources and cross-entity links.

Types

Time range

Exit

Portfolio company Grüns acquired by Unilever for $1.2B after less than 3 years. Achieved $300M ARR, expanded to Target, Walmart, and Costco.

Grüns

Grüns Sugar Capital

beautyindependent.comAPR 9, 2026

APR 9, 2026

Essay

Brian Sugar argues conditions for the greatest CPG acquisition cycle in a generation are already set; discusses how founders should position for acquisition.

The Buyer Is Already in the Room

airsugar.comMAR 18, 2026

MAR 18, 2026

Investment

Invested in pre-launch peptide company. Market expects regulatory restrictions on peptides to ease.

Feel Peptides

Feel Peptides Sugar Capital

pitchbook.comMAR 18, 2026

MAR 18, 2026

Essay

Brian Sugar's thesis: 'The pipes are full, own the water.' Focuses on infrastructure layer and technology enabling commerce at scale.

The Year of the Builder

airsugar.comJAN 7, 2026

JAN 7, 2026

Essay

Brian Sugar's thesis on investing at seed stage in consumer brands and commerce infrastructure powering them.

The Golden Age of Consumer Investing

airsugar.comDEC 6, 2025

DEC 6, 2025

Investment

Sugar Capital doubled down on Ultra, which raised $11M for nicotine-free pouches with nootropics and vitamins. Recently launched at Whole Foods.

Ultra

Ultra Sugar Capital

recap.sugarcap.comNOV 2025

NOV 2025

Exit

Portfolio company Lolli acquired by Thesis in July 2025.

Lolli

Lolli Sugar Capital

tracxn.comJUL 2025

JUL 2025