Recently, True Beauty Ventures has expanded its portfolio with a minority investment in Jupiter, a premium scalp care brand known for its focus on dandruff treatment. The round also included participation from Melitas Ventures and existing investors Willow Growth Partners, Springdale Ventures, and SWAT Equity Partners. Financial terms were not disclosed.
Founded by Robbie Salter, Ross Goodhart, and Alexa Adler, Jupiter launched in the prestige beauty space through e-commerce and retail partners like Bergdorf Goodman. The brand has recently entered mass retail via Target Corp., a strategic move to broaden its customer base and make its premium formulations more accessible.
“We’re big believers that Target is the right home for us at this stage in our evolution,” said Salter. “Early signs are strong, but our goal here is to go big.” While Jupiter’s medicated shampoo sells for $25 on its website, it’s priced at $15 in Target to appeal to a wider audience. “We’ve lowered our prices considerably,” Salter added, noting that quality ingredients remain a priority.
Goodhart emphasized the brand’s strong product retention and plans to expand both marketing and distribution efforts. “Now that we’ve established product-market fit, we’re ready to build brand awareness,” he said. “Target isn’t just a sales channel — it’s a marketing channel.”
For True Beauty Ventures — known for backing standout beauty brands like K18 and Crown Affair — Jupiter’s solution-oriented positioning struck a chord. “There’s a real stigma around dandruff,” said cofounder Cristina Nuñez. “This is a product you can display proudly in your shower.” Cofounder Rich Gersten added that Jupiter’s positioning in the mass channel presents a clear disruption opportunity. “That was the definitive reason to move forward.”
