Kindly do not forward. If there’s someone that you believe should be part of the Palette family, we’d love to be introduced.
Hi there,
We hope you had a beautiful summer!
On our end, we spent most of our time meeting founders and getting really smart on new thesis areas, so that we’re ready to strike when the right companies come along.
While the macro world looks bleak—prolonged economic uncertainty, policy turbulence, wars, a weak job market, tariffs, and slowing spending—our micro universe is nothing short of inspiring. Breakthroughs across brain health, consumer AI, novel ingredients, hormonal health, and better parenting are taking shape, with founders bold enough to reimagine the way we live, work and thrive.
It’s true: today’s macro headwinds are real—and they make the game harder. But that’s exactly when it gets interesting. A softer market forces sharper choices—when consumer spending tightens, growth capital is harder to secure, and exits stretch further into the horizon. Conviction becomes essential. Still, the long game hasn’t changed. As venture investors and founders, we’re wired to look five years ahead—hunting for life-changing products and technologies that don’t just make noise, but earn a permanent place in people’s lives.
Cheers to a healthier and happier second half,
Nina & Rana
A welcome to our newest portfolio company, Graymatter — a PhD-formulated supplement that delivers heightened focus and mental clarity in as little as 15 minutes. Don’t just take our word for it—try it yourself with code PALETTE for a special welcome discount.
America faces a massive pharmaceutical crisis—especially when it comes to ADHD. Over 16 million adults and 7 million kids are diagnosed, and around 11 million take stimulant medications. Despite making up just 5% of the global population, the U.S. consumes 83% of global ADHD medications. The problem has only intensified post-COVID 19, with the rapid rise of telehealth diagnosis and easier access to prescription medication. This overreliance and accelerated adoption of stimulant meds fuels rising concerns around long-term health impacts: cardiovascular risks, sleep disruption, weight loss, and addiction.
Consumers are moving fast from reactive pharmaceuticals to preventative, natural alternatives. The U.S. supplements market is set to soar from $112B to $150B by 2030. ADHD supplement searches have exploded 450% in five years, and the $5.5B nootropics market is booming—projected to grow at 15% CAGR through 2034 as people chase cognitive boost, longevity, and all-natural solutions.
A thesis-led deep dive zeroed us in on brain health as a critical frontier—where rising demand for natural, effective alternatives is challenging blockbuster pharmaceuticals. That’s how we found Graymatter.
We met Jim on LinkedIn and were immediately hooked by his scrappy, thoughtful vision. What began as a side hustle born from personal need, quickly became a standout product with loyal customers returning again and again. In just eight months, Graymatter is growing >30% month-over-month, with subscribers driving ~80% of revenue and strong unit economics proving a capital-efficient growth engine.
Their flagship product is a PhD-formulated, all-in-one supplement with 27 powerful ingredients—nootropics, adaptogens, carotenoids—delivering noticeable effects in as little as 15 minutes (we urge you to try it; code above!). Customer love runs deep, with 400+ rave reviews and buzzing Reddit communities, just 6 months in.