True.
True is a London-based investment firm established in 2013, focusing on the retail, consumer goods, and leisure sectors across Western Europe, Asia-Pacific, and North America. It invests in consumer businesses that are transforming daily life, providing up to £100 million through its private equity fund. True goes beyond financial backing, offering value-add support such as access to emerging technologies and collaborative opportunities from its community. Additionally, it invests in digital-first, breakout brands at pre-seed to Series A stage, and consumer technology startups that aim to disrupt traditional business models.
Top Stages
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Past deals in Adult
Maude
Series A in 2021
Maude is a sexual wellness brand that offers body-safe intimate care products, including latex-based condoms, lubricants formulated from natural ingredients, and a range of personal massagers, vibrators, and massage candles. Based in Brooklyn, New York, Maude pursues quality, simplicity, and inclusivity to make intimacy better for all people. The company partners with carefully selected manufacturers to produce easy-to-use items designed to elevate everyday experiences while destigmatizing sexual health. Its product platform focuses on body-safe solutions for intimate care, aiming to provide accessible options that minimize side effects and support well-being. Maude emphasizes transparent formulations, modern design, and a straightforward approach to personal wellness, seeking to simplify choosing and using products that enhance comfort, pleasure, and confidence.
Maude
Seed Round in 2020
Maude is a sexual wellness brand that offers body-safe intimate care products, including latex-based condoms, lubricants formulated from natural ingredients, and a range of personal massagers, vibrators, and massage candles. Based in Brooklyn, New York, Maude pursues quality, simplicity, and inclusivity to make intimacy better for all people. The company partners with carefully selected manufacturers to produce easy-to-use items designed to elevate everyday experiences while destigmatizing sexual health. Its product platform focuses on body-safe solutions for intimate care, aiming to provide accessible options that minimize side effects and support well-being. Maude emphasizes transparent formulations, modern design, and a straightforward approach to personal wellness, seeking to simplify choosing and using products that enhance comfort, pleasure, and confidence.
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