# Forum Brands

Forum Brands is an Asset Manager based in Palo Alto, United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** Palo Alto, United States
- **Region:** North America
- **Address:** Palo Alto, United States
- **Assets under management:** Undisclosed
- **Website:** forumbrands.com
- **LinkedIn:** https://www.linkedin.com/company/forumbrands

## Regulatory record

- **Reports private funds:** No

## About

Forum Brands manages digital brands in Family, Health & Wellness, and Pet categories. Its product range includes skincare, feminine care, and pet supplies. The company serves the family care, health and wellness, and pet care sectors, founded in 2020 in New York, New York.

## Sectors

- Consumer Brands
- Digital Health
- Luxury

## Questions

### Does Forum Brands still operate as an e-commerce aggregator?

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.

### What is Forum Brands' investment structure — fund-based or permanent capital?

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.

### Which specific brands does Lyra Collective currently own?

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.

## Related profiles

- [Fortune Fountain Capital](https://altss.com/profile/fortune-fountain-capital)
- [FORUSALL](https://altss.com/profile/forusall)

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Last updated: 2026-06-03T20:00:00.000Z

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