Organization · Venture Capital
Good Brands AG
Good Brands AG is a Mannheim-based venture capital firm that invests in pre-seed and seed-stage direct-to-consumer startups in Germany, Austria, and Switzerland, focusing on sectors like dietary supplements and functional cosmetics.
Overview
What Good Brands AG does
What Good Brands AG is
Good Brands AG is a Mannheim-based venture capital firm that invests in pre-seed and seed-stage direct-to-consumer startups in Germany, Austria, and Switzerland, focusing on sectors like dietary supplements and functional cosmetics.
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 2016
- Approximate age
- About 10 years
- Structured capabilities
- Funder
- Last reviewed
- April 26, 2026
Official channels
Find Good Brands AG elsewhere
Open the official website or a supported primary organization account.
Capability profile
Good Brands AG as a funder
Investment thesis
Good Brands AG invests in early-stage D2C consumer brands in the DACH region, focusing on dietary supplements and functional cosmetics while providing hands-on support in branding, logistics, and marketing.
Focus narrative
Good Brands AG invests in D2C startups, managing around 20 ventures with a maximum investment of €250,000 per startup. The firm emphasizes early-stage investments in the DACH region, particularly in sectors like dietary supplements and functional cosmetics, while remaining open to groundbreaking concepts across various industries.
Value beyond capital
Good Brands AG provides more than just capital; it offers comprehensive support in branding, logistics, production processes, sales, marketing, social media, finance, HR, legal expertise, and ESG due diligence. This hands-on approach is designed to help young consumer brands navigate the complexities of market entry and growth.
Terms and economics
- Typical check
- $250,000
- Sweet spot
- $250,000
Focus and fit
- Stages
- Pre-seed · Seed
Availability
- Currently deploying
- Yes
Portfolio and track record
- Recorded portfolio count
- 20
- Recorded notable exits
- BitterLiebe and Honest Food Company
Portfolio context
Notable portfolio companies include: Start Now Consulting GmbH: A company associated with entrepreneur and TV investor Judith Williams, which supports unique startups in achieving success. BitterLiebe / BitterPower GmbH: A dietary supplement brand that achieved significant growth. Honest Food Company GmbH: A ghost-restaurant and delivery-food company that was acquired by Delivery Hero SE. von Jungfeld: A socks and lifestyle brand that received growth financing.
Common questions
What to know about Good Brands AG
Upseed classifies Good Brands AG 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 26, 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.