4AM, a digitally-native skincare brand, has successfully closed a seed funding round exceeding $4 million, led by CAVU Consumer Partners. The brand is set to launch its flagship product, Clean Sheets, in 1,745 Target stores across the United States. This milestone follows a year marked by a fourfold increase in revenue, multiple sold-out production runs, and a top-ranking position in TikTok Shop’s Cleansers category. 4AM aims to revolutionize the stagnant facial cleansing wipe sector by focusing on formulation rather than minor updates.
The investment round saw contributions from B4 Capital, Type Capital, and several strategic investors from the beauty industry, including influential figures like Joe Cloyes, Cassandra Grey, and dermatologists Dr. Muneeb Shah and Dr. Joyce Park. Facial wipes, traditionally designed for convenience, have often been criticized for their lack of efficacy. 4AM’s Clean Sheets, however, promise a better skincare experience, combining cleanser, toner, and treatment in a single step with high-quality ingredients.
Co-founders Jade Beguelin and Sabrina Sade, who have backgrounds in finance and dermatology respectively, developed Clean Sheets to address the needs of busy consumers seeking effective skincare solutions. Their approach diverges from typical benchmarks, focusing instead on delivering premium skincare benefits in a convenient wipe format.
The brand’s expansion into Target stores is accompanied by plans to accelerate retail launches, scale operations, and enhance its team with senior hires. 4AM’s product line also includes Rise Serum, Rest Serum, and Overtime Undereye Masks, available at retailers like Revolve, Bloomingdale’s, and C.O. Bigelow.
CAVU Consumer Partners, known for backing successful consumer brands, sees potential in 4AM’s innovative approach and strong market momentum. Charlotte Pitt, joining from CAVU to lead finance and operations at 4AM, highlights the brand’s clear vision for future growth.
Founded by Beguelin and Sade, 4AM is committed to making high-quality skincare accessible and convenient for consumers with demanding lifestyles, redefining the facial wipe category with its innovative products.
