Venture studio + investment fund
We build brands that move culture.
Asellera is a global venture studio and investment fund creating, backing and scaling innovative consumer brands. We combine capital, product innovation and cultural insight to build products people want — and brands with the potential to shape what comes next.
Venture Studio · Investment Fund · Global Consumer
Invest in the opportunity. Build the innovation.
We invest in the opportunity. We build what should exist next.
We back exceptional consumer companies and create new ventures from the ground up, across three markets that share one consumer story — combining product development, brand, culture, operations and capital on one platform.
Europe
Product expertise, operating discipline and access to established consumer markets, partners and supply chains.
European rootsMexico & Latinoamérica
Deep cultural proximity to one of the world’s most dynamic consumer regions and a bridge across Latin America.
Mexico · Latin AmericaUnited States
A strategic expansion market for globally relevant products, Latino culture and category-defining consumer brands.
Global ambitionCapital to invest. Capability to build.
One platform.
Two engines.
Our venture studio creates new consumer companies from zero. Our investment arm backs existing businesses with the potential to become category leaders. Both run on the same operating platform and global network.
Venture building
We build.
We identify opportunities and create consumer companies from the ground up — from insight and formulation to commercialization and scale.
Build with Asellera →Investment
We invest.
We partner with ambitious founders, management teams and consumer businesses where our capital and operating platform can accelerate growth.
Partner with Asellera →Our thesis
Innovation starts with a product worth changing behavior for.
We look for categories where consumer behavior is changing and where a better product can unlock a new habit, ritual or point of view. We build brands designed not only to follow culture, but to help shape it.
01 · Consumer
Changing behaviors. Real opportunities.
We begin with changing behaviors, recurring routines and problems worth solving.
02 · Product
Products that create new rituals.
Quality, efficacy, formulation and experience are the foundation of enduring brands.
03 · Company
Brands built to travel and endure.
We design businesses with repeatable products, strong economics, scalable operations and room to expand.
How we build
From first insight to global scale.
Our team works hands-on across the full company-building journey. We move quickly, stay close to the consumer and build with a long-term owner’s mindset.
01
Discover
Consumer behaviors, white spaces and categories ready for change.
02
Develop
Formulation, product, packaging, sourcing, testing and manufacturing.
03
Create
Brand, positioning, design, community and go-to-market built around the product.
04
Operate
Teams, finance, supply chain, retail, digital channels and execution systems.
05
Scale
Capital, distribution, new products, new channels and international expansion.
A portfolio that proves the model
Companies we invest in and build ourselves.
Beauty · Fragrance · Culture
KOS Essence
A new-generation fragrance house building at the intersection of scent, identity and Latino culture — co-founded with Kenia OS. Product comes first; creators and community amplify what consumers already love.
Built to expand beyond one launch, one creator or one market.
Personal Care · Wellness · Better Habits
Natural Dry
High-performance personal care built around better formulations, better routines and products designed to improve everyday wellbeing — natural deodorants with vitamins and plastic-free refills.
A platform for personal care, beginning with products people use every day.
Home Care · Product Systems · Sustainability
Flopp Eco
Home care rethought through concentrated formats, reusable systems and products designed to make everyday cleaning smarter and lighter.
+300tones
plastic saved
1.2million liters
water saved
Built across Europe and Mexico with a format designed to travel.
Build with influence
Build with influence. Scale with authenticity.
For selected ventures we partner with world-class athletes, creators and cultural leaders who co-invest and co-found alongside Asellera. They bring more than reach: cultural relevance, lived insight and communities that help exceptional products travel further.
Our partners →
Kenia Os
Artist & Creator
Alexia Putellas
Global Icon & Balon d’or winner
Marc Gasol
Investor & NBA champion
Thiago Alcántara
Investor & Champions League Winner
Santi Aldama
Investor & NBA player
01 · Co-found
Aligned from day one.
Selected partners shape ventures with an owner’s mindset, alongside our investment and operating teams.
02 · Co-invest
Shared conviction. Shared upside.
Real alignment around the company, the product and its long-term potential.
03 · Amplify
Reach further, together.
Culture and community accelerate discovery when they amplify a product consumers genuinely want.
Where we build
Everyday categories. Global opportunities.
Our mandate is deliberately broader than beauty. We focus on consumer categories where better products, new behaviors and sharper execution can create meaningful new companies.
Beauty & Fragrance
New expressions of scent, beauty, identity and self-expression.
KOS EssencePersonal Care
Better products for the routines people repeat every day.
Natural DryHealth & Wellness
Products that make healthier habits easier, clearer and more accessible.
Building nextHome & Lifestyle
Smarter products and systems for modern homes and everyday living.
Flopp EcoThe platform keeps building
These are the first chapters, not the finished portfolio.
We continuously identify new consumer problems worth solving. Some become new Asellera-built companies; others become partnerships or investments. The common thread never changes: an exceptional product, a large market and the potential to build something that lasts.
Health & Wellness
+
New venture in development.
Consumer Innovation
+
New category opportunities under development.
Global Expansion
+
New products, markets and partnerships across the platform.
Our team
One team. From idea to scale.
A multidisciplinary team with experience across consumer brands, investment, product and operations. Venture building works best when investment decisions are made by people who understand operating — and when the people building think like owners.
Raimundo Burguera
PRESIDENT & CEO
Pirmin Trisner
MANAGING PARTNER & CFO
Arturo Grijalva
MANAGING PARTNER NATURALDRY
Rodolfo Hernández
Managing Partner KOS Essence
For founders & partners
Let’s build what comes next.
Whether we are investing in an existing company or creating a new venture together, we look for the same fundamentals:
- A real consumer need.
- A category ready for change.
- An exceptional product.
- A distinctive point of view.
- The ambition to build something that lasts.
Thanks — we’ll be in touch.
Every submission is read by the investment team. If there’s a fit, you’ll hear from us within a week.