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Katherine Power primarily invests in consumer-focused businesses, with a strong emphasis on the beauty, media, direct-to-consumer (DTC), and e-commerce sectors. Her investment strategy is informed by her deep understanding of brand development and market trends.
Katherine Power works as a Partner at Greycroft, a leading venture capital firm known for investing in early-stage and growth-stage technology and consumer companies.
Katherine Power is a Partner at Greycroft based in Los Angeles, California, where she currently leads early-stage investments across the consumer brands sector. Prior to joining the venture capital firm in 2023, she operated as a serial entrepreneur and chief executive officer, successfully founding four distinct category-leading consumer companies. Her portfolio of founded enterprises includes the digital media brand Who What Wear, the accessible skincare line Versed, the clean wine label Avaline, and the minimalist cosmetics company MERIT. Throughout her career, Power has leveraged data-informed, digital-first business models to scale these operations, earning recognition on prominent industry lists such as Fortune’s 40 Under 40 and Adweek’s Creative 100. Her current professional focus remains on identifying new white space opportunities and supporting modern commerce platforms that prioritize ingredient efficacy, digital accessibility, and rapidly evolving shopper behaviors.
Katherine Power stands as a distinguished Partner at Greycroft, a leading venture capital firm renowned for its strategic investments in technology and consumer companies. Her unique position in the venture capital landscape is significantly shaped by her remarkable career as a serial entrepreneur, having founded and scaled multiple highly successful consumer brands before transitioning to the investment side. This dual perspective provides her with invaluable insights into the challenges and opportunities faced by founders today.
Power's entrepreneurial journey is a testament to her vision and ability to identify and capitalize on emerging market trends. She is the brilliant mind behind Who What Wear, a pioneering digital fashion and beauty media company that expanded into a successful apparel line. Building on this success, she co-founded Versed, an accessible and clean skincare brand, demonstrating her acumen in the beauty and wellness space. Her most recent venture, Merit Beauty, a minimalist beauty brand, further solidified her reputation for creating beloved and impactful consumer products. These ventures collectively showcase her expertise in brand building, direct-to-consumer strategies, and cultivating strong customer communities.
At Greycroft, Katherine Power leverages this extensive operational background to guide her investment strategy. Her focus areas primarily revolve around the consumer sector, with a keen interest in beauty, media, e-commerce, and direct-to-consumer (DTC) brands. She actively seeks out companies that are poised for significant growth, possess strong brand narratives, and demonstrate innovative approaches to reaching and engaging their target audiences. Power's hands-on approach means she often provides strategic guidance on everything from product development and marketing to scaling operations, drawing directly from her own experiences.
Her deep understanding of the consumer landscape, coupled with her proven track record in building and exiting successful businesses, makes her an exceptionally valuable partner for portfolio companies. She brings not just capital, but also a wealth of practical knowledge, a robust network, and a founder-friendly perspective that resonates deeply with entrepreneurs. Katherine Power's contributions at Greycroft are instrumental in identifying and nurturing the next generation of disruptive consumer brands, solidifying her influence as a key figure in both the entrepreneurial and venture capital ecosystems.
