Organization · Venture Capital
Softmatter Ventures
Softmatter Ventures, also known as Magic Hour, is a seed-stage venture capital fund based in New York City. The fund invests in consumer brands focused on sustainability and reducing the environmental and social impacts of modern consumption.
Overview
What Softmatter Ventures does
What Softmatter Ventures is
Softmatter Ventures, also known as Magic Hour, is a seed-stage venture capital fund based in New York City. The fund invests in consumer brands focused on sustainability and reducing the environmental and social impacts of modern consumption.
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 2017
- Approximate age
- About 9 years
- Structured capabilities
- Funder
- Last reviewed
- March 31, 2026
Official channels
Find Softmatter Ventures elsewhere
Open the official website or a supported primary organization account.
Capability profile
Softmatter Ventures as a funder
Investment thesis
Softmatter Ventures invests in consumer brands that promote environmental progress, human wellness, and social consciousness, believing that innovative ideas can transform consumer behavior and contribute positively to society.
Focus narrative
Magic Hour invests in companies that offer products aimed at reducing waste, eliminating single-use plastics, and promoting sustainability across various sectors. Their portfolio includes brands in wellness, food, fashion, and environmental sustainability.
Value beyond capital
Softmatter Ventures provides strategic support to its portfolio companies by leveraging its expertise in sustainability and consumer behavior, helping them to innovate and scale their impact in the market.
Focus and fit
- Stages
- Seed
- Regions
- United States
Availability
- Currently deploying
- Yes
Portfolio and track record
- Recorded portfolio count
- 6
Portfolio context
Notable portfolio companies include: Naadam (a fashion brand focused on ethical production), True Botanicals (a skincare company emphasizing natural ingredients), Buffy (a bedding company known for sustainable materials), Package Free (a retail brand dedicated to reducing waste), Evrnu (a textile company creating sustainable materials), Ffora (modular products for the disability community), The Coconut Cult (coconut-based products), Seed (gut health focus), Minna (organic sparkling waters), Nécessaire (sustainable personal care), Finless Foods (plant-based seafood alternatives), Tushy (sustainable bathroom solutions), Clare (eco-friendly paint), and This Saves Lives (snacks combating childhood hunger).
Common questions
What to know about Softmatter Ventures
Upseed classifies Softmatter Ventures 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
March 31, 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.