Squared Circles

Thrilled to announce that @squaredcirclesco co-founder @lderksen1 has made the inaugural @askusforideas Index List for Venture! He is honored to be listed alongside @arakatz from @seed and Anna Whiteman from Coefficient Capital, congratulations to all of the list makers! A special thank you to our incredible creative and design partners who do the good work @center @wedgestudio @madebywild @thealexcenter @mmcv.nyc @verenschka @chrisszly

On the week we @squaredcirclesco launch @swimclub___ , I’m sharing the full “Silent Extinction” talk we gave @brilliantmindssthlm this summer with our Chief Fertility Advisor, Stanford’s leading male reproductive health expert, Dr Michael Eisenberg, and preventative health expert @drmarkhyman The facts are alarming: * Sperm counts have dropped >50% in the past 50 years * Male factors contribute to ~50% of all infertility cases worldwide * Testosterone levels have declined ~1% per year since the 1980s "Spermageddon" is real, and men are starting to realize that they have an equal role to play in preparing for conception. I hope this sparks some useful insights on this important topic, and finds ears beyond my mother (who insisted on watching it start to finish). Also, apologies to the famous comedian who I somehow took the liberty of renaming. #swimclub #spermageddon

Three years ago, we @squaredcirclesco teamed up with @jkerzner & @chelseakerzner to build a brand around the skin-healing power of hypochlorous acid (HOCl) — a naturally occurring molecule produced by your white blood cells to fight infection and heal. The result: @magicmoleculeinc ✨ Fast forward → after a nationwide rollout with partners like @ultabeauty and @target , we’re thrilled to announce our next chapter: a private-equity–backed deal to fuel growth and the acquisition of our own factory 🏭 — expanding the reach and potential of this miraculous molecule. Huge congrats to the team. Here’s to what’s next 🙌 #hypochlorousacid #magicmolecule #squaredcircles

Thank you @bof for featuring our portfolio company @freaksofnature___ in your latest feature! Meet the next generation of athlete-centric skincare—endorsed by high octane Freaks that pros like @kellyslater embody. While most big box outdoor or sport retailers offer top-tier gear, the skincare aisle is often ignored—featuring limited options packed with ingredients that aren’t kind to your skin or the planet. By partnering with HelloBiome and @dr.elsajungman , we’ve developed premium, science-backed formulas that protect an athlete’s skin microbiome from all the harsh environmental stressors; sun, wind, cold, salt water, sweat, etc! Think of it like upgrading your gear: Freaks of Nature products are natural, clean, and designed to help you perform at your peak—in any environment. #FreaksOfNature #AthleteSkincare #KellySlater #SkinMicrobiome #CleanBeauty #PerformanceReady #Sustainability

We were very sorry to learn about the loss of our friend, ally and early investor, David Bonderman. One of America’s most fabled investors and philanthropists, he was best known for co-founding TPG Capital along with his significant donations to his Wildcat Foundation to combat elephant ivory and rhino horn trafficking in Africa. He also had a deep appreciation for music and sports and made early investments in companies like Spotify, Uber and Airbnb. We will miss you, Bondo. Thank you for all you did to support and inspire us 🕯️

For its product launch, we designed and developed an e-commerce website for Freaks of Nature, the first natural high-performance skincare brand co-founded by surf champion Kelly Slater. We crafted a bold, unique website and a flexible design system to support the brand’s growth and mission.

We @squaredcirclesco are thrilled to announce our Series A led by L Catterton, and are grateful to all the other investors including David Bonderman and Regeneration.vc who led our Seed Round. Osman, Lukas and I came together in 2020 to think about how the seismic shifts in behaviors, priorities and cultural norms would impact product and brand innovation. We have put a few products and brands into the world since then with the hope that they will all help us live a little better. Thank you to our colleagues, partners and advisors for all of the support and hard work to date. We look forward to our next chapter of incubation with the addition of formidable partners @freaksofnature___ @magicmoleculeinc @algaecookingclub

Three years of work will finally come to life on May 7th as we @squaredcirclesco unveil our next incubation @freaksofnature___ with @kellyslater

One of the cornerstones of twentieth century America was that one could sate one’s desires in an instant. Experience pleasure now, rather than defer gratification. Fast food. Fast cars. Open 24/7. Instant gratification. That’s the boomer ethos. But as the latter half of the century progressed, the culture shifted. Fast satisfaction held less value. Consumers sought the ultimate experience, rather than the quick, merely OK one. This shift is measured by the Professor Hofstede’s dimension of Long-Term Optimization, which our research partner The Culture Factor now measures as a dimension known as Optimizer vs Gratifier. It accelerated a change already underway from generation to generation-Generation Z is already twice as likely to be a long-term optimizers than say, their Boomer counterparts. But shifts of this order across an entire population rarely occur so quickly. Exceptional times have forced all Americans to look at their values. Like all major social trends, certain among us lead the way. The Conscious Maximalist™ happens to be at the forefront of this trend. To download the full 2024 Conscious Maximalist ™ report please visit: /conscious-maximalism #theconsciousmaximalist #consciousmaximalism

46 Million American Adults are Conscious Maximalists™️ Today marks Earth Day and we wanted to draw attention to paradigm shifts in conscious consumption, since the pandemic shook our fundamental values. In 2023, Squared Circles engaged one of the world’s leading experts in cultural dynamics, The Culture Factor Group, to conduct a deep dive into America’s post-pandemic emotional landscape. Contrary to many assumptions, the solutions and changemakers are not as they appear. Two thirds of the US population recognize the need to compromise the way we live to ensure a more sustainable future, and 75% of them say it is within the power of individuals to make a difference. But only one third of Americans are willing to compromise product performance to lessen its effect on the planet. Furthermore, the pandemic shifted America from being a short-term gratification culture to a long-term optimizer culture. Our study focused a meticulous data-based lens on the new conscious consumer, with responses from over 3,000 adults across the country, genders, ages and walks of life. This analysis also helped us identify a new tribe: The Conscious Maximalist™️, a group that consists of 18% of the US adult population or 46 million people, who we believe will be pivotal to the future of conscious consumption. They crave real innovation, not pious promises. The report gives innovative brands a map to weave through American culture. To read the full version please visit our website: /conscious-maximalism #theconsciousmaximalist #consciousmaximalism #squaredcircles #earthday

Two years ago, we started a journey to unleash the benefits of the mother of all plants, algae. A plant we believe will dominate the food conversation over the next few years. After extensive R&D with our algal experts in California, and in depth culinary experimentation with fabled 3 michelin-star chef @danielhumm and his team at @elevenmadisonpark , we finally lift the curtain on our new culinary gold… @algaecookingclub As we all seek novel pantry staples and oils that are better for us, while less taxing on our planet, here is a product that is the most versatile, healthy and flavor neutral chef-grade cooking oil on earth. These are a few reasons why we think you might like it: 1. Amplifies flavors: Light and slightly buttery, this is a chef-preferred oil that enhances flavors. 2. Highest good fats: More healthy Omega-9 Monounsaturated fats and 75% less saturated compared to olive and avocado oil 3. Highest smoke point: 535 F, 125 degrees more than olive oil; highest heat unlocks tasty textures; creamy, crunchy, fluffy, flaky, tender. 4. Gut healthy: lowest level of Omega-6 acid which is believed to cause inflammation in the gut and is a growing concern 5. Lowest impact: 1/10th land and water usage of vegetable oil and one-half the carbon footprint of avocado oil. Welcome to the future of cooking! 🍳 #algaecookingclub #cookingoil #algae #algaeoil #chefgrade

This week we launched the @algaecookingclub , the first of three businesses we will launch this year from our @squaredcirclesco incubator. Two years ago we recognized that 65 million “curious gourmands” in the US alone cook more than 4 times per week and over 70% are seeking out healthier alternatives to seed oils. And so we started a journey to unleash the benefits of the mother of all plants, algae. A plant we believe will dominate the food conversation over the next few years. After extensive R&D with our algal experts in @checkerspot , we asked our friend and culinary mastermind @danielhumm if he would take this oil for a whirl with his 3* Michelin team @elevenmadisonpark . He obliged and let us know that this was the oil he had been looking for, and that he wanted to make this the foundational oil/fat for his entire restaurant. This was a solid validation. And so two years later, with our captain of the ship @kasrasaidi_ at the helm and Daniel on board as founding Cooking Club Member and Chief Culinary Wizard, we are bringing you a product that will change how we cook. As we all seek novel pantry staples and oils that are better for us, while less taxing on our planet, here is a product that is the most versatile, healthy and flavor neutral chef-grade cooking oil on earth. We will be rolling this out online and then via a few select retailers like @erewhon @thrivemarket @popup.grocer @thegoodsmart , and expanding over time. Here are a few reasons why we think you might like it: 1. Amplifies flavors: Light and slightly buttery, this is a chef-preferred oil that enhances flavors. 2. Highest good fats: More healthy Omega-9 Monounsaturated fats and 75% less saturated compared to olive and avocado oil 3. Highest smoke point: 535 F, 125 degrees more than olive oil; highest heat unlocks tasty textures; creamy, crunchy, fluffy, flaky, tender. 4. Gut health: lowest level of Omega-6 acid which is believed to cause inflammation in the gut and is a growing concern 5. Lowest impact: 1/10th land and water usage of vegetable oil and one-half the carbon footprint of avocado oil. Let’s cook! 👨‍🍳