Why we're investing in Dr. Max's

In a market saturated with frothy AI bets, we believe our investment in the paradoxical Dr. Max Goldstein, a practicing family physician and a Mendocino farmer, is just what the doctor ordered.

Born out of organic demand from over 30,000 patient visits, Dr. Max spent 5 years prototyping products in his kitchen before commercializing his modern apothecary.

In an era where parents are expected to be amateur toxicologists, navigating complicated ingredient labels and judging Yuka scores in their diaper caddies… it’s a relief to find products with clean ingredients that just work, made by a family for families.

• With less than $10k of marketing spend, Dr. Max’s is already the top selling brand in children’s body care in Erewhon. We believe their organic traction is setting the foundation to build the next generational brand in natural, efficacious personal care. Brands with similar perspectives like Burt’s Bees (sold for $925m in 2007), Coterie (sold for a reported $1b+) and Eucerin + Aquafor generating €1.5b revenue annually, establish the economic opportunity.
• Dr. Max’s formulas are EWG verified and accepted by the National Eczema Association, but strong cohort data and organic customer acquisition are the best indications that the products just work.
• Parents in Dr. Max’s practice were looking for products they could trust so he made them in his own kitchen, from ingredients grown on his farm. Formulas have been perfected over time from patient feedback, and the brand has been building with his community.
• Baby care is one of the highest consideration purchases for families. We believe that Dr. Max’s has the potential to expand their platform from a trusted first product into a lifetime of family care.

In consumer, few are more loyal than a parent who has found the “thing” that finally works. We’re proud to back Dr. Max and his co-founder Erin as they build it.