Today SHOPLINE, a leading global commerce Software-as-a-Service (SaaS) provider, and XRC Ventures, a specialist venture fund investing at the intersection of consumer behavior and technology, proudly announce eight startups will receive up to $50,000 in non-dilutive capital as a part of the inaugural XRC Brand Builder Grant program.
This program results from a challenging growth and investment climate in today’s consumer packaged goods (CPG) space. Rising customer acquisition costs (CACs) make it difficult for many direct-to-consumer (DTC) startups to scale, and venture capital requirements are high, with most looking for startups to have $1 million – $3 million in annual sales and a retail purchase order. Together, SHOPLINE and XRC Ventures aim to support ambitious founders who have the potential to make game-changing contributions to their sectors. Grantees will use the proceeds to fund growth initiatives.
The program received over 120 applications across beauty, apparel, food & beverage and more, and eight were selected.
Grantee startups:
- AnaOno is a health-driven fashion brand for breast cancer patients, survivors, and previvors, redefining post-surgical intimates to restore comfort, confidence, and beauty. With over 100,000 patients served and carried by leading retailers like Victoria’s Secret, Soma, and ThirdLove, AnaOno is reshaping the future of breast care through design, innovation, and compassion.
- Caire Beauty is a biotech-powered pro-aging skincare company reinventing how women over 40, in the peri to postmenopausal phase, experience their skin’s health. With unique mature skin delivery systems to penetrate deeper than traditional skincare and help rebuild collagen and hydration at the cellular level, 97% of women see firmer, smoother, more resilient skin.
- Fila Manila was created to represent the next generation of Filipino American flavors, starting with award-winning pantry staples, to pioneer the $2.2 billion Filipino CPG food whitespace. Filipinos are among the largest AAPI communities and the fastest growing Asian cuisine, yet have almost zero representation in CPG.
- FocusFuel is a functional gummy brand built for a new generation seeking clean, convenient energy. With over 2 million gummies sold, they deliver crash-free focus in a bite-sized form, redefining how energy fits into everyday life.
- Fresh Peaches is an “end-to-end” bum health brand for people who find today’s post-number-two wiping options problematic, helping them wipe comfortably and treat their intensive issues (e.g., hemorrhoids). Fresh Peaches delivers a modern hygiene solution that turns stressful experiences into comfort and relief.
- Miami Beach Bum is a marine scientist-backed body care brand known for its hero Oregano Bum + Body Cream, a clean, microbiome-friendly formula that visibly improves body breakouts while nourishing skin health and protecting our oceans.
- Rebundle is a plant-based hair extensions brand for Black women, offering a non-toxic, biodegradable alternative to traditional hair braiding. As the top-searched option in its category, Rebundle is reshaping the market with products that prioritize scalp health and comfort.
- Untoxicated is a first-of-its-kind sensitive skincare brand, developed by a Cleveland Clinic doctor, that eliminates the 128 proven allergens and irritants behind 99%+ of skin sensitivity reactions – even the ones hiding in today’s leading “derm-recommended” products.
In addition to capital, grantees will have access to workshops and office hours with seasoned CPG operators, founders, and investors, in-person and virtual events, and a team to migrate their tech stack over to SHOPLINE for free for optimized website performance, just in time for the Black Friday / Cyber Monday sales rush. On average, companies using SHOPLINE typically save 30% – 50% each month compared to those working with competing providers.
“We created this grant with XRC Ventures to give high-potential CPG founders a meaningful advantage — not just in capital, but in the tools and support they need to grow sustainably,” said Christopher Yang, SHOPLINE Co-President. “Early-stage brands are navigating a complex, costly e-commerce environment, and we believe access to a scalable, affordable platform can make a real difference. Our goal is to remove barriers so these founders can focus on growth, building community, and preparing for long-term success.”
“We launched this grant to inject much-needed capital into the ecosystem — and to help early-stage consumer brands bridge the gap to venture-readiness,” said Diana Melencio, XRC Ventures General Partner, Brand Capital Fund. “We partnered with SHOPLINE, because their platform offers the functionality founders expect from Shopify but at a fraction of the cost. We’re awarding up to $50,000 in non-dilutive funding and giving founders ~$10,000 in annual platform savings which they can reinvest into growth. It’s not just a grant — it’s a real head start.”
Last night SHOPLINE and XRC Ventures celebrated the program kick-off with an event at the Santa Monica Proper Hotel, where grantees networked with industry leaders and the other cohort participants. Diana Melencio moderated a panel on “Scaling to Exit” featuring Ju Rhyu, Hero Cosmetics CEO & Co-Founder and Michelle Miller, Vegamour CMO.
This program will close in October with another celebration event honoring the grantees for their progress and sending them off with a stronger e-commerce platform ahead of the holiday season.
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