Beauty Skincare Products Photo Beauty Skincare Products Photo

CPG Weekly Roundup: October 3 – October 9, 2025

This Week’s CPG News at a Glance

This week’s CPG news signals a category in flux, and growing up. The TikTok-born beauty brands that once dominated Gen-Z’s routines are now trying to mature with their audience. Meanwhile, investor interest is shifting away from crowded categories like snacks and beverages, with money moving into body care, home appliances, and brand-driven collabs.

But it wasn’t all growth stories. Uncle Nearest’s receivership process continues to unfold publicly, offering a real-time case study in what happens when expansion outpaces operational structure.

Let’s break it all down.

Can Gen-Z Beauty Brands Grow Up?

Business of Fashion’s latest podcast tackles a hard question: can TikTok-era beauty brands like Bubble, and Byoma evolve with their audience?

These brands built momentum with stickered packaging, colorful goop, and mascots that made them feel more like collectible toys than clinical skincare. But as their customers age, so do expectations. The same Gen-Z consumers who loved jelly textures at 22 are now demanding performance, not just aesthetics. And retailers are responding—pushing for more premium pricing, credible formulas, and replenishable routines.

The challenge? Scaling without losing the brand DNA that made them stand out in the first place.

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Uncle Nearest Faces Receivership, Possible Asset Sales

Uncle Nearest has been placed under court-appointed receivership after allegations of defaulting on loans exceeding $100 million. Founder Fawn Weaver has stepped back from operations, and the appointed receiver has already cut 13% of the workforce and is evaluating whether to sell off high-value assets—including a Cognac estate, a vodka business, and properties in France, Massachusetts, and Tennessee.

Although the receiver maintains confidence in the brand’s long-term viability, the process has exposed the downside of rapid diversification and high-burn category expansion. It’s a reminder that even in premium spirits, hype needs to be supported by operational discipline and cash flow visibility.

Melitas Ventures Backs Hanni in Body Care Bet

Melitas Ventures just added Hanni to its portfolio, marking a strategic move into the body care space. Founded by a former Dr. Dennis Gross executive, Hanni focuses on luxury grooming tools and skincare essentials with a sleek, sustainability-first angle. The brand joins a Melitas roster that includes Love Corn and Jupiter, signaling a broader thesis shift: from functional snacks and beverages to elevated personal care.

As early-stage CPG investors look for white space beyond protein bars and sparkling drinks, body care is beginning to attract serious attention—especially when it’s tied to strong brand IP and premium positioning.

Mush Appoints First-Ever Chief Customer Officer

Mush, the ready-to-eat overnight oats company, has named Jackie Cassis-Mayer as its first Chief Customer Officer. Her background spans Kind Snacks, PepsiCo, Danone, and Boston Beer Company, with deep experience in retail strategy and national accounts.

The hire comes as Mush enters its next phase of growth, signaling a strategic move to solidify distribution, improve retail execution, and expand household penetration. It’s a classic scaling moment—adding senior leadership to manage growing customer complexity and sharpen channel strategy.

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Dezi Skin and Snif Collab on Scented Body Gloss

Dezi Skin and fragrance disruptor Snif just launched Paleta Punch, a skincare-meets-fragrance body gloss featuring superfruits, shea butter, and a tropical scent profile. The launch combines Dezi’s skincare credibility with Snif’s track record in design-forward fragrance collabs.

For Snif, this collab pushes the brand further into lifestyle territory. What started as a DTC fragrance brand has now built a platform for cross-category experimentation—candles, skincare, and body care—without losing aesthetic consistency.

Nori Raises Series A, Backed by Curate Capital

Curate Capital has led the Series A for Nori, the female-founded brand behind the viral handheld steamer-iron hybrid. With traction in Target and a rabid fanbase across TikTok and Oprah’s Favorite Things, Nori represents a growing segment: design-first, utility-based appliances led by women and built around modern life.

With Carrie Colbert joining the board, Curate’s investment isn’t just capital—it’s a vote of confidence in a new era of consumer tech that sits adjacent to beauty, apparel, and lifestyle.

What This Week’s CPG News Means for the Industry

This week’s stories surface a familiar theme: the honeymoon phase is over. Whether it’s skincare brands trying to grow up, spirits companies restructuring after rapid expansion, or emerging brands professionalizing with new leadership—CPG in Q4 is about maturity.

The shift is clear. Investors aren’t chasing the shiniest launch. They’re looking for scalable operations, category clarity, and leadership that understands how to balance brand with execution.

The Snif–Dezi collaboration and Nori’s Series A both show how lifestyle-led products can break out—but only when paired with operational discipline and strong brand architecture. Meanwhile, the Mush hire and Uncle Nearest restructuring prove that what happens behind the scenes is just as important as what consumers see.

If you’re hiring or scaling right now, this is your cue: the market is rewarding brands that are ready to act like businesses, not just ideas. 

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In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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Total Placements

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Brent Albertson

CEO, Zing Zang LLC

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“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

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Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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Food & Snacks

“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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Non-Alcoholic Beverages

“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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Non-Alcoholic Beverages

The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

Food & Snacks
Food & Snacks

Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

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Food & Snacks

“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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Alaa Selim

VP of HR, Solaris Paper

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“Many thanks to the team, not only for identifying and placing excellent candidates but also for the Protis Global team’s professionalism and efficiency in the overall sourcing process. The platform you gave us access to and the candidate summary you provided were always on point and accurate. 

You made us feel you were part of the team.

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