Forum Brands

Lyra Collective is the consumer-facing brand identity under which Forum Brands now operates its portfolio of personal care and wellness companies. The firm’s website and public materials have been redirected entirely to Lyra Collective, indicating that Forum Brands functions as the parent holding entity while Lyra Collective serves as the umbrella consumer brand for its acquired assets.

The firm has moved away from the traditional aggregator model that focused on acquiring third-party Amazon FBA businesses. Its current positioning, through Lyra Collective, centers on owning and operating a curated set of digitally native, clean-ingredient consumer brands, with an emphasis on long-term brand building rather than rapid portfolio assembly.

The firm does not publicly disclose a sourcing framework or target criteria. However, the Lyra Collective brand architecture suggests a preference for acquiring direct-to-consumer businesses with established customer bases in skincare, feminine care, and family-oriented products, where shared operational and marketing infrastructure can drive synergies.

Forum Brands operates as a holding company rather than a fund manager, implying a permanent capital structure. This means acquired brands are held indefinitely rather than being positioned for exit within a defined fund lifecycle, aligning the firm’s incentives with long-term operational value creation.

The firm does not publicly list its portfolio companies by name on its Lyra Collective website. Marketing language references skincare routines, feminine care, and feeding-time products, but individual brand identities remain undisclosed as of the latest public update.