4AM Closes $4M+ Seed Funding Round Led by CAVU Consumer Partners

The new funding will help accelerate retail expansion, grow operations, and hire senior staff in operations and retail. 4 AM’s product range also includes the Rise Serum, Rest Serum, and Overtime Undereye Masks.

4AM took a different approach when creating its Clean Sheets product. Instead of using a traditional wipe manufacturer, co-founders Sabrina Sade and Jade Beguelin worked with a sheet mask manufacturer. Each small, individually wrapped wipe contains a micellar-water formula with skincare ingredients such as centella asiatica, calendula, vitamin B5, and glycerin. The product works as a cleanser, toner, and treatment in one step.

CAVU Venture Partners has a history of investing in brands before they become major trends. The firm invested in poppi before functional soda became widely popular and backed Nécessaire before premium body care gained strong demand. Its investment in 4AM follows a similar strategy, supporting a category with limited innovation, offering premium-quality products in a convenient format, and backing a brand with strong consumer interest.

Charlotte Pitt, who joins 4AM from CAVU Consumer Partners to lead finance and operations, said, “4AM has built a differentiated brand in skincare with strong momentum and a clear vision for the future. This next chapter is about building on that foundation and continuing to scale with intention, and I’m excited to be part of it.”

“Facial wipes are the product I’ve spent years telling patients to avoid,” said Dr. Muneeb Shah, board-certified dermatologist and founder of Remedy Science with over 18 million followers across platforms. "Clean Sheets offer a better patient experience with less irritation to the skin barrier. The experience doesn’t force a trade-off between science and real life, which is why I invested.”

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"We didn't benchmark Clean Sheets against other wipes," said Sabrina Sade, co-founder of 4AM. "We looked at the best skincare on the market and asked what it would take to deliver that in a wipe format. That is an entirely different starting point."

"I am the consumer we built Clean Sheet's for said Beguelin. Someone juggling a demanding job and a full social life who still expects real skincare to fit into that schedule. Every decision start's with the busy person actually using the product not with some aspirational routine."

“Sabrina and Jade are not building for who they wish their customer was. They are building for who she actually is, and that discipline separates the brands that can continue to grow organically and be built to last," said Maggie Sellers Reum, founder of Hot Smart Rich and 4AM investor. "The female consumer that Hot Smart Rich is built for does not accept the trade-off between a full life and effective skincare."

About 4AM

Founded by Jade Beguelin and Sabrina Sade, 4AM is a skincare brand focused on improving the facial wipe category. The company creates skincare products designed for busy lifestyles with high-quality, serum-based formulas. Its main product, Clean Sheets, includes small individually wrapped wipes made with micellar water and ingredients such as centella asiatica, calendula, vitamin B5, and glycerin, offering cleansing, toning, and skincare treatment in one step.

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