We think the best brands transcend the transaction.
The connective tissue between what is being sold and the mission, founder, and community is what guides our investment approach at G9. Behind extraordinary products are extraordinary people.
COMPANY
TEAM
LIVE, LOOK, FEEL
WEBSITE
Own your health, own your day
75+ vitamins, minerals, whole-food sourced superfoods, probiotics, and adaptogens in one convenient daily health drink. That’s it. Our philosophy is to focus on a very small number of products based on what the latest science indicates is essential to human health.
A complete critculatory platform for brands
Archive partners with brands to launch innovative and profitable resale businesses. Resale is where responsibility meets opportunity. Our brands are bringing in incremental revenue, driving loyalty, and acquiring new customers—all while being more sustainable.
Your favorite restaurants, ranked. Find dining
Beli is a personalized restaurant discovery app on a mission to help each individual effortlessly find restaurants based on their tastes, not someone else’s.
Feeding isn’t a debate. It’s a decision. Yours
You know what’s best for your baby. We’re just here to help you feel confident with every feed. Our USDA Organic infant formulas are clinically crafted, meticulously sourced, and designed to meet EU standards for key nutrients including DHA, Iron and Choline.
The love company
Our mission is to bring people closer to love. We are building the world’s smartest and most emotionally intelligent matchmaker to do that.
We believe in a bright future
CANDLE MEDIA℠ is a next-generation media company inspiring audiences and empowering creators through creator-driven brands and franchises, delivering premium content, commerce and experiences to audiences wherever they watch, listen and connect.
Kitchenware designed for the modern home cook
We’re on a mission to craft well-designed, non-toxic ceramic cookware that thoughtfully raises the standards of what you cook with. Simply put, our products are designed to make your life easier and healthier, no matter your level of expertise.
Cart.com is unified commerce
Cart.com is the leading provider of unified commerce and logistics solutions that enable B2C and B2B companies to sell and fulfill anywhere their customers are.
Lead on
Chief is a community of ambitious women executives shaping the new era of leadership.
AI is fast. Humans are gritty. Together everything gets done
Duckbill is the executive assistant for your life. AI handles the busywork, and seasoned specialists hustle on your behalf in the way only humans can. You probably need it, and you definitely deserve it.
Better essentials for a better world
Crafted with intention for people and the planet—daily essentials designed for better living and to remind us that we are all connected.
Know what’s up down there
Evvy is unlocking precision healthcare for women & people with vaginas. Our mission is to close the gender health gap by discovering and leveraging overlooked female biomarkers — starting with the vaginal microbiome.
Welcome to your health
One mission—empowering you to live 100 healthy years. Starting with 160+ lab tests, the first 22-minute Full Body MRI powered by FDA-cleared AI, and insights from top doctors. One membership to help you detect early signs of thousands of diseases and take control of your health.
Personalized parenting support, rooted in psychology
Good Inside is a global parenting movement that gives parents a better way to see and solve challenges. By focusing on the parent behind the parenting and the child behind the behavior, we help families heal—bringing out the good inside everyone.
In pursuit of beauty, style, wellness, and the ideas that expand how we live
goop exists to help women in the pursuit of always becoming—curious, expansive, unapologetically themselves. We seek out what’s best in beauty, wellness, style, and culture, marrying expert knowledge with an irreverent eye. Through singular storytelling, considered curation, and conversations that spark change, we invite women to live fully, and on their own terms.
Good, clean food for all
goop Kitchen is an extension of goop, the modern lifestyle brand founded by Gwyneth Paltrow in 2008. Nutritious, fantastic-tasting food, whenever and wherever you want it.
Welcome to your safe space
Hey Jane is your patient-centered, virtual reproductive and sexual health care haven.
Changing the stigma
Julie is a healthcare brand helping people make educated decisions about their health and wellness.
Hair freedom for all
K18 makes the impossible possible. Biology-first haircare uses biotech + biomimetics to unlock new and lasting solutions to solve hair concerns with patented tech, problems that traditional cosmetic chemistry has only covered up.
Distinguished by exceptional materials, exquisite craftsmanship, and striking details
KHAITE is a way of looking at the world. Shaped by formative encounters, cultural touchstones, and secret desires, this point of view comes to life through womenswear and accessories that find confidence in contrast.
A new generation of health and fertility care
Kindbody provides fertility, gynecology, and wellness services in modern, tech-enabled clinics. We believe that everyone should have access to convenient, affordable fertility and family-building care. This belief is what unifies us all at Kindbody.
Your best friend in beauty
We just want our community to know that whatever happens, they’ll be ready. With easy, fun beauty solutions that are totally reliable and practical, but also truly special, and made as sustainably as possible.
Building the memory layer for an internet that actually works for you
A products & research company focused on the next generation of the internet. Check out Shelf at getashelf.com.
Clean makeup for skincare freaks
Our mission is to evolve beauty’s mindset toward revealing, expressing and feeling comfy in your skin. It’s good makeup (not no makeup) that’s quick, easy, can’t mess it up. And it’s clinically proven to actually make your skin better, even when it’s bare.
Life is crazy. Wellness shouldn't be
At Kroma, we believe in the power of food as medicine and that mother nature is our greatest resource to naturally fuel our mind, body, and soul. We are obsessed with Superfoods (and Adaptogens) because these nutrient-rich foods and super herbs are the most powerful preventative ‘medicine’ known to improve overall health and well-being.
For youth. For pro. For life
LOVB is one holistic volleyball ecosystem, from club to pro. We are committed to championing the sport of volleyball – and every athlete who plays it – in unprecedented ways.
High-quality care for every family
Little Otter is on a mission to reimagine family mental health care. The best clinicians. The latest virtual care technology and mental health data. High-quality, personalized care for families wherever they are.
Get your family organized
Staying organized and on the same page as a working parent is hard— Maple makes it easier with everything families need to share responsibilities and keep it together at home. From managing shared calendars and family email to meal planning, chores, tasks, and family vacation planning, Maple’s powerful tools and AI assistance help parents stay organized and make life easier.
Midlife is a journey. Midi Is your map
Midi Health is the largest virtual clinic for women in midlife. Midi clinicians are expertly trained in treating symptoms of hormonal changes in all women, including those at high risk for cancer, or experiencing menopause symptoms due to surgery or cancer treatment.
Nourishing food, just like mom taught us
Mimi Cheng’s is a beloved Taiwanese-American food brand, created by sisters Hannah and Marian Cheng, that celebrates their family’s delicious heritage by making good food.
Dream On
Founded in 2010, On set out to shake up the running industry with a single transformative product, a completely new cushioning technology for running shoes, CloudTec®. Today, On remains innovation and design-led, delivering industry-disrupting premium footwear, apparel, and accessories for high-performance running, outdoor, and all-day activities.
Make health a daily practice
Oura Ring is the first wearable designed to paint a truly holistic picture of your health. Born in Finland, our superior craftsmanship and human-centered philosophy give way to a wellness product loved by millions.
Here for your health goals
Ro is a direct-to-patient healthcare company with a mission of helping patients achieve their health goals by delivering the easiest, most effective care possible.
Beautiful hair is in your nature
RŌZ is a meticulously crafted collection of haircare and styling essentials that enhance what nature gave you. Our clean, efficacious ingredients prioritize styling performance while restoring the health of your hair, no matter the texture.
Elevated clean beauty
Welcome to our world, where high-performance formulas, sustainable packaging and practices, and inspired design are just as important as clean, good-for-you ingredients. We create products that are formulated by experts, backed by industry secrets and made for beauty fans everywhere.
Time together
The calendar for high school and college. We’re here to give you time back. Saturn is designed to help you stay focused and on track throughout your day.
Elevating women
SPANX is a brand for women, by women. We obsess over comfort, deliver results, and make products that make you look as good as you feel.
More fun for your face
Starface is reinventing the way we care for acne-prone skin, as the first complexion brand to combine efficacy and optimism.
Say hello to a hole new you
Studs is an experiential retail and e-commerce brand that has re-imagined the ear piercing experience by offering consultative and expert needle piercing services, combined with a wide assortment of accessibly priced, on-trend earrings.
Experts in SPF
Since day one our goal has been to get sunscreen out of the beach bag and into everyday life. That’s why we have spent the last 20 years pioneering a new category of beauty that’s all about exciting, high-quality SPF that feels so incredible and is so versatile, you’ll be reaching for it 365 days a year.
Makeup that does more
We are creating a new standard in luxury that we like to call consciously crafted beauty. Consciously crafted beauty means a transparent and thoughtful approach to innovation that recognizes modern needs, balancing ethical beauty standards with science, technology and product performance.
We are investing in fewer, better things that are built by visionaries and designed to last.
We are investing in sports, play, and platforms that bring us face to face with strangers and friends.
We are investing in tools and products that help us understand and care for our bodies.










