SHOPLINE and XRC Ventures have marked a major milestone for early-stage consumer brands with the launch of the XRC Brand Builder Grant. With eight chosen startups, each receiving up to $50,000 in non-dilutive capital, this program brings much-needed resources and spotlight to founders building the next generation of consumer packaged goods (CPG) brands in today’s challenging marketplace.
Unlike traditional venture capital, which increasingly favors startups already showing $1–3 million in annual revenue or a retail purchase order, this grant targets the “missing middle” of early-stage innovators, those with momentum, vision, and impact, who just need vital support to scale. Factors like rising customer acquisition costs and tough funding climate have made it difficult for newer brands to stand out. Through this grant, SHOPLINE and XRC Ventures are providing founders a rare competitive edge: capital, robust tech infrastructure, and coaching, all without giving up equity.
Grantee Startups: Innovators Across Beauty, Health, Food & Apparel
The grant program’s reach was vast, drawing over 120 applications spanning beauty, wellness, food, beverage, and apparel. The eight selected startups are already impacting their industries:
-
AnaOno: Pioneers in post-surgical intimates for breast cancer patients, survivors, and previvors, AnaOno partners with Victoria’s Secret, Soma, and ThirdLove to redefine comfort and beauty for over 100,000 individuals.
-
Caire Beauty: A biotech-forward line making pro-aging skincare relevant for women 40+ with delivery systems targeting deep collagen and hydration for firmer, clearer skin.
-
Fila Manila: Dedicated to developing Filipino American pantry staples, this brand is pioneering growth in the under-represented $2.2 billion Filipino CPG food segment.
-
FocusFuel: Changing the future of energy with crash-free functional gummies that deliver reliable focus anytime, anywhere, with two million units sold.
-
Fresh Peaches: The first total bum health solution, providing gentle and effective hygiene to upgrade uncomfortable moments, especially for those with sensitive skin or health conditions.
-
Miami Beach Bum: A marine biologist-founded microbiome-friendly body care brand, best known for its Oregano Bum + Body Cream, blending skin nourishment with ocean sustainability.
-
Rebundle: Creating a new standard for plant-based, non-toxic hair extensions for Black women, emphasizing scalp health, comfort, and eco-friendly materials.
-
Untoxicated: A doctor-developed hypoallergenic skincare line that eliminates 128 allergens and irritants, the most comprehensive sensitive-skin formula of its kind.
Comprehensive Support: Workshops, Tech Migration, and Community Networking
The program isn’t just about financial backing. Grantees gain access to expert-led workshops, curated office hours with seasoned CPG operators, and exclusive founder networking events, providing practical know-how to navigate scale. Each winner is also migrated to the SHOPLINE platform with support, unlocking up to 30–50% monthly savings versus incumbent e-commerce providers. This efficiency gives founders more cash to put back into product, growth, and community.
SHOPLINE’s robust omnichannel commerce tools further empower brands to expand across digital, social, and in-person retail with a single, integrated solution, an especially valuable advantage going into Black Friday / Cyber Monday sales surges.
Community Celebrations and Founder Connections
The program’s kickoff at Santa Monica Proper Hotel featured a “Scaling to Exit” panel with inspiring leaders like Ju Rhyu, Hero Cosmetics and Michelle Miller, Vegamour, offering practical guidance from founders who have navigated successful growth and exits. Throughout the program, grantees will continue to benefit from hands-on mentorship, peer support, and the visibility that comes from being backed by two major players in commerce and venture capital.
A final celebration event in October will mark the cohort’s achievements and growth, sending each winner into the peak retail season with new confidence and a transformed digital stack.
Stay Connected to the Next Generation of Consumer Brands
For additional details, grant program milestones, and in-depth coverage of the founders behind these standout brands, you can follow insights at SHOPLINE’s blog, check XRC Ventures news, or join the conversation with SHOPLINE on LinkedIn.
The XRC Brand Builder Grant is actively removing structural barriers for the next generation of consumer innovators, fueling brands that champion diversity, wellness, creativity, and sustainability across the consumer spectrum. As these founders rise, they’re building a future for CPG that’s more inclusive, efficient, and community-focused than ever before.
