Investing in Cultural Movements

At the heart of our investments lies the profound impact of social influence, a phenomenon that Science Co-founder and Managing Director Michael Jones foresaw during his tenure as the CEO of Myspace. Science’s foray into influencer marketing began with significant investments in FameBit (now YouTube BrandConnect) and HelloSociety, marking moments in the transformation of how products are marketed to consumers.
The landscape of influencers has witnessed a seismic shift, transcending the era of Instagram to embrace a diverse array of content creators who wield unparalleled power in building authenticity, trust, and engagement. According to the IZEA Insights Trust in Influencer Marketing report, influencers now command the trust of 62% of consumers over A-list celebrities.

At the heart of our investments lies the profound impact of social influence, a phenomenon that Science Co-founder and Managing Director Michael Jones foresaw during his tenure as the CEO of Myspace. Science’s foray into influencer marketing began with significant investments in FameBit (now YouTube BrandConnect) and HelloSociety, marking moments in the transformation of how products are marketed to consumers.

Recognizing the growing demand for transparency in product manufacturing, there's a trend toward emerging brands pairing functional ingredients with high-quality elements, particularly in verticals such as functional foods, gut-friendly products, and premium ready-to-drink beverages. This shift toward personalization in CPG aligns with consumers' expectations for tailored experiences. Science is a unique venture capital studio offering ongoing support across various functions to accelerate the growth and fundraising of portfolio companies.

From the beginnings of Craigslist to the rise of specialized, vertical social apps, we’ve observed fragmentation in major platforms such as Facebook, Twitter, and Instagram, and witnessed the increased preference for more secluded and personalized environments. Vertical apps have found success in various sectors, from sports and education to faith communities and content creation, showcasing the appeal of
tailored experiences. With Gen Z leading the charge in adopting niche apps, the vertical social market is rapidly expanding, driven by the quest for hyper-specific content and communities. We’re committed to backing companies at the forefront of this evolving landscape, recognizing the enduring importance of understanding and anticipating consumer influences.