SugarCap Recap: Why We Invested In Esspo, Lucky Energy Creates Gummies, Grüns Continues To Expand, & More Portfolio News
Brian writes about why coffee lovers deserve a better afternoon ritual - and why Esspo, Sugar Capitals newest investment, is designed to fill that gap. Lucky breaks into gummies, & more updates.
“Put that coffee down! Coffee’s for closers only.” — Blake, Glengarry Glen Ross (1992)
I’ve known Philippe Von Borries and Justin Stefano for a long time. Not as friends. More as rivals. Refinery29 and POPSUGAR competed for the same ad dollars for years. You learn a lot about someone by watching them chase the same thing from a different angle.
I first heard about this from Kat Hantas, a friend whose daughter and mine were thick as thieves at Hamlin middle school, fresh off selling 21Seeds, her tequila brand. She was building something with Philippe and Justin called Mad Dutchess. The vision was bigger and broader then. Over time they cut it down to the core. Kat moved on. Katharine Leitch, also Kat, came in as COO. The company became Esspo. Most founders add. The good ones subtract.
When we sat down I quickly realized they weren’t just building a product. They were building a point of view.
Read more on AirSugar, Brian’s blog.
Sugar Capital News
☕️ Esspo officially stepped into the world. Founded by Refinery29 co-founders Philippe von Borries and Justin Stefano, the espresso soda is designed for the moments when morning coffee fades - pairing real espresso with light fizz and functional ingredients to energize everyday moments. Coffee is a ritual. Energy drinks are a utility. Esspo lives in between, bringing brand-first thinking to a category ready for fresh energy. Instagram + FeedMe
🍀 Lucky Energy is expanding beyond the can. New gummies in flavors like Peach Mango and Berry Punch bring the brand’s clean energy promise into a lighter, more portable format. Energy should fit the moment - not the other way around. BevNet + LinkedIn
⭐️ Starface continues to turn acne care into culture. The New Very Tiny Stars/Ashley Williams collaboration reinforces a simple idea: when efficacy meets personality, treatment becomes expression. What was once purely functional is now something people wear on purpose. The Strategist + HypeBae + AdAge
🧸 Grüns keeps expanding what “gummy” can mean. The company is launching 10 new products this year alongside a Mango Sorbet flavor drop, a Ü Snacks rebrand, and continued momentum as the #1 greens brand across retail and Amazon. The takeaway is simple. The gummy-fication of wellness is still early. Inc + LinkedIn + LinkedIn
💆♀️ Jupiter continues to win by treating scalp care like skincare. Its Purifying Mask and Balancing Shampoo keep showing up as go-to solutions for growth and dandruff, reinforcing a simple idea: solve a real problem well and people build routines around it. Glamour + The Cut
🫒 Brightland is leaning further into thoughtful collaborations. The new Sumo Citrus partnership blends seasonal ingredients with the brand’s design-forward pantry approach. Utility meets delight - and earns another permanent spot on the counter. LinkedIn + The Strategist
🕯️ Snif keeps pushing fragrance into more experimental territory. Secret Menu at Ulta, breakout scents like Hot Cakes, and expansion beyond perfume into adjacent formats all point to the same shift: Snif is building a scent platform, not just a fragrance brand. Experimental doesn’t mean niche anymore. Glossy + HuffPost + GMA
🍫 Feastables keeps scaling into a true consumer platform. What started as a creator-led product is continuing to expand as a serious brand with real distribution and repeat purchase. Audience becomes distribution when the product works. Fast Company
🤝 Orita is deepening its position in the ecosystem. Its Preferred Partner status with Klaviyo highlights the growing importance of lifecycle orchestration as brands double down on retention and owned channels. Infrastructure is becoming the differentiator. Quiet plumbing. Real leverage. LinkedIn
🚀 Motion is investing in education as a growth lever. The launch of its Creative Strategy Bootcamp shows a focus on building community alongside product adoption. Teaching the playbook can be as powerful as selling the tool. LinkedIn