About Era
The new era of
conscious consumption.
Era Brands exists to surface the world's best wellness and personal care brands — and make them effortlessly accessible to Australians.
The wellness space is noisy. Every week there's a new supplement, a new claim, a new miracle product. Most of it is filler. We believe the answer isn't more choice — it's better curation. Every brand on Era has been personally vetted by our team. We look for science-backed formulations, transparent labelling, and a genuine commitment to quality over marketing. If it doesn't pass our bar, it doesn't make the shelf.
Era Brands is managed by the team behind Era VC — a venture capital firm supporting founders building the next generation of transformative consumer brands across Australia, North America, and Europe.
Our investment thesis is simple: we back visionary founders addressing modern consumer needs. Running Era Brands gives us something most investors don't have — direct, daily contact with the consumer. We understand what people actually want because we're in the business of delivering it. That proximity informs our investment decisions, and our portfolio of brands informs what we choose to stock.
This isn't a side project. It's a core part of how we operate — sitting at the intersection of brand-building, consumer insight, and venture capital.
Radical Curation
We'd rather stock ten exceptional products than a hundred average ones. Every SKU earns its place.
Transparency First
No proprietary blends, no hidden ingredients, no inflated claims. We stock brands that show their work.
Founder-Aligned
As investors and operators, we work closely with the brands we carry. This isn't just distribution — it's partnership.
For brand enquiries, wholesale, press, or just to say g'day — reach us at hello@erabrands.com.au.
If you're a founder building something exceptional in the consumer wellness space, we'd love to hear from you. Visit era.vc to learn more about our investment approach.