Barcelona-based Iris Ventures secured €100 million ($116 million) for its second fund to back brands in beauty, health and wellness across Europe and the US. The raise, backed by European family offices, marks a first close toward a €200 million target.
The fund’s goal is “to champion founders who build with purpose: entrepreneurs determined to grow responsibly and shape a more inclusive, regenerative economy,” said Iris’s Montse Suarez.
The firm’s investments include Sweden-based Maurten, a maker of performance nutrition products, food delivery brand VICIO, and Healf, a digital platform for wellness products and solutions.
Young consumers
There is a growing demand for purpose-driven and ethically focused brands. According to the World Economic Forum, 70% of buyers prioritize value-aligned brands, and nearly two-thirds actively seek products that reinforce their beliefs.
Younger consumers are driving this trend. Nearly three-quarters of Gen Z and 68% of millennials say they will pay more for sustainable or socially responsible products. With its second fund, Iris expects to invest up to €20 million ($23 million) across 12 to 15 companies.
