Mercurius Media Capital Invests $2M in Groomie to Boost Direct-to-Consumer Growth

Mercurius Media Capital Invests in Groomie

Mercurius Media Capital (MMC), the pioneering media-for-equity fund in the U.S., recently made headlines by committing $2 million in strategic media support to Groomie®, the successful grooming brand renowned for its BaldiePro™ electric shaver. This significant investment seeks to amplify Groomie's outreach via targeted TV and streaming campaigns, thereby solidifying its presence in the competitive men's grooming landscape.

Groomie® has established itself as a leader in the grooming sector by offering a superior, irritation-free shaving experience. The brand leverages smart design principles, high-quality consumables, and a direct-to-consumer model, catering specifically to an underserved demographic of men who prioritize their grooming routines. The entrepreneurship team consisting of Anant Handa and Ashley Handa views this partnership with MMC as an instrumental opportunity for growth.

A Strategic Partnership

"Partnering with MMC marks a crucial turning point for Groomie," Anant Handa, Co-Founder of Groomie®, expressed. He emphasized how MMC’s media-for-equity model grants Groomie the strategic capabilities necessary to achieve national scalability while maintaining a streamlined operational focus. The investment not only positions Groomie for robust brand building but also facilitates effective customer acquisition strategies.

The capital infusion is set to support national advertising efforts, aimed at increasing brand visibility and user engagement. Groomie's ambitious target includes reaching 80,000 subscribers by the end of the fiscal year. Additionally, the brand is gearing up for the launch of a new line focused on women's personal care—Groomie® Hers.

Ashley Handa further elaborated on the excitement surrounding the collaboration, stating, "This partnership empowers us to enhance our storytelling capabilities, elevate brand consciousness, and strengthen performance marketing efforts while preserving the creative essence that distinguishes Groomie from its competitors."

Future Plans and Innovation

Looking ahead, Groomie's plans for 2026 indicate a strategic move into traditional retail markets. The brand intends to develop packaging and inventory solutions adaptable for both wholesale and hybrid retail models, thereby expanding its product reach further into retail landscapes.

Piyush Puri, Founding Partner of MMC, highlighted the significance of Groomie’s business model. He noted that the brand is addressing a deeply ingrained personal ritual—head shaving—that resonates with millions of men, thus presenting a lucrative growth avenue. This partnership aligns with MMC's mission to furnish startups with premium media access while respecting the autonomy and vision of their founders.

About Mercurius Media Capital

Founded in December 2023, Mercurius Media Capital (MMC) stands as the first U.S.-based media-for-equity venture fund, with an impressive $90 million in committed capital. Co-founders Satyan Gajwani and Piyush Puri harness over 15 years of experience to navigate complex media capital transactions in the landscape. MMC has successfully facilitated more than $3 billion in media-based investments and has established partnerships with key media platforms such as Sinclair Broadcast Group, Televisa Univision, and Atmosphere TV, thus providing high-growth startups with substantial advertising resources in exchange for equity.

About Groomie®

Groomie® represents a cutting-edge direct-to-consumer grooming brand built around the BaldiePro™, a fast and efficient electric head shaver designed to deliver comfort and a smooth finish. With a commitment to performance-driven products and modern aesthetic designs, Groomie is redefining the headcare sector while adhering to community-centric brand values.

For more information, visit www.mmc.us. This communication is solely for informational purposes and should not be construed as financial advice or an offer to sell securities. Investment opportunities in MMC are limited to accredited investors.