Organization · Venture Capital
Color Capital
Color Capital is a consumer-focused venture capital firm based in Portland, Oregon, investing in modern consumer brands and technologies. Founded by Jaime Schmidt and Chris Cantino, it emphasizes backing diverse founders and innovative commerce platforms.
Overview
What Color Capital does
What Color Capital is
Color Capital is a consumer-focused venture capital firm based in Portland, Oregon, investing in modern consumer brands and technologies. Founded by Jaime Schmidt and Chris Cantino, it emphasizes backing diverse founders and innovative commerce platforms.
How it participates in the startup ecosystem
The current public profile supports funder capabilities. Each capability below is shown separately so organization identity and role-specific information do not get conflated.
Operational profile
Organization status and context
Organization status describes the entity itself. Funding and program availability appear within the relevant capability profile.
- Operational status
- Active
- Organization type
- Venture Capital
- Founded
- Founded in 2018
- Approximate age
- About 8 years
- Structured capabilities
- Funder
- Last reviewed
- April 23, 2026
Official channels
Find Color Capital elsewhere
Open the official website or a supported primary organization account.
Capability profile
Color Capital as a funder
Investment thesis
Color Capital invests in modern consumer brands, focusing on personal care, food and beverage, and emerging commerce platforms. They prioritize diverse founders, particularly women and people of color.
Focus narrative
Color Capital invests in consumer goods, e-commerce, marketplaces, and emerging technology. Their investment thesis includes products and marketplaces that enhance omnichannel access, modern commerce and retail technology experiences, and emerging consumer applications enabled by AI and blockchain.
Value beyond capital
Color Capital provides strategic support to its portfolio companies, leveraging the founders' expertise in consumer products and their extensive network in the industry. They focus on enhancing brand visibility and market access, particularly for diverse and innovative consumer brands.
Focus and fit
- Stages
- Seed · Series A · Series B
- Regions
- North AmericaUnited States
Availability
- Currently deploying
- Not published
Portfolio and track record
- Recorded portfolio count
- 30
- Recorded notable exits
- Schmidt's Naturals
Portfolio context
Notable portfolio companies include: Alloy: E-commerce automation platform. Athletic Greens: Health supplements focused on gut health and immunity. Bubble: Online marketplace for innovative health and wellness food products. Clubhouse: Audio-based social networking platform. Feastables: Healthy snacks brand by Mr. Beast. Hero Cosmetics: Functional skincare products. Ledger: Asset protection solutions for consumers and enterprises.
Common questions
What to know about Color Capital
Upseed classifies Color Capital under the Venture Capital organization type. Its current public profile includes funder capabilities.
Source and update disclosure
Know what this page is based on
Source basis
Public organization and program material, official websites, and structured Upseed records.
Last reviewed
April 23, 2026
Known limits
Capability profiles appear only when a structured public profile also contains decision-useful role evidence. Terms and availability can change.
Upseed is an independent guide. It is not affiliated with or endorsed by the organization described on this page.