Parity Collective

An investment initiative focused on investing in and nurturing founders of color across the consumer industry.
About us

About The Parity Collective

VMG Partners partnered with Aurora James, the founder of the Fifteen Percent Pledge, to launch The Parity Collective (aka “The Collective”) - an investment initiative focused on investing in founders of color across the consumer industry. Housed within VMG’s Consumer fund, The Parity Collective invests in early-stage BIPOC-founded businesses that are on a journey to become iconic consumer brands in food and beverage, beauty and personal care, pet products and services, and health and wellness. 

Since VMG Partners’ inception nearly 20 years ago, we have demonstrated an ongoing commitment to supporting BIPOC founders who are on the path to becoming iconic consumer brands and have already made several Collective investments to date. 

Meet The Collective

ghetto gastro
Food and Beverage
danessa myricks beauty
Beauty and Personal Care
melanin haircare
Beauty and Personal Care
Beauty and Personal Care
Beauty and Personal Care
mighty leaf
Beauty and Personal Care
Beauty and Personal Care
Our Approach
The Parity Collective strives to grow iconic BIPOC-founded brands by providing both capital and resources to founders. With VMG Investment Partner Alisa Carmichael, Fifteen Percent Pledge Founder Aurora James, and the broader VMG team’s expertise and network, brands that join The Collective will unlock access to a broad ecosystem of resources, including retailers, manufacturers, marketers, financial experts, and more.
"The Parity Collective is more than just a financial partner; they’ve become an extension of our team when it matters most. They’ve connected us with their vast network of resources and, more importantly, are always ready to roll up their sleeves and get in the weeds with our team when we need support."
Ron Robinson, Cosmetic Chemist, Founder & CEO, BeautyStat Cosmetics
BeautyStat Cosmetics is a current VMG Portfolio Company; Ron,  BeautyStat Cosmetics - Cosmetic Chemist, Founder & CEO , is describing above his experience with VMG and specifically The Parity Collective. Ron Robinson was not compensated for the above quote. However, we note that as a result of his position at BeautyStat Cosmetics,  Ron may be inclined to have a favorable view of VMG. This quote is included for illustrative purposes only and does not guarantee any results or experience.
"Collaborating with The Parity Collective has proven to be an invaluable experience that far exceeded our initial expectations. The value derived from this partnership extends well beyond the financial investment. What sets this collaboration apart is the collective expertise brought to the table, along with the ability to connect with partners who genuinely understand our identity, believe in our potential, and provide both encouragement and support to enhance our impact in the world. 
Danessa Myricks, Founder & CEO, Danessa Myricks Beauty
Danessa Myricks Beauty is a current VMG Portfolio Company; Danessa,  Danessa Myricks Beauty - Founder & CEO , is describing above her experience with VMG and specifically The Parity Collective. Danessa Myricks was not compensated for the above quote. However, we note that as a result of her position at Danessa Myricks Beauty,  Danessa may be inclined to have a favorable view of VMG. This quote is included for illustrative purposes only and does not guarantee any results or experience.

How We Invest

We're on the lookout for visionary founders driving the future of consumer products and services. At The Collective, we're especially keen on supporting BIPOC entrepreneurs, acknowledging the challenges they face in securing early capital.  

We're all about discovering the next big thing – if you're innovating within consumer products or services, we want to talk. Key factors we're considering in new opportunities:  
High-growth – or potential for high-growth – branded consumer products and services  
Demonstrated proof-of-concept
A loyal and growing customer base
Strong teams that are eager to leverage outside expertise
$1 to $15M+ annual revenue
Oftentimes, founders of color do not have access to friends and family capital. The Collective aims to serve these founders and those farther along in their journey by making initial investments ranging from $3 – $15M.

Meet the Team

Alisa (Williams)
Alisa (Williams) Carmichael
Alisa (Williams) Carmichael is an Investment Partner at VMG Partners overseeing the firm’s Parity Collective investment initiative. Prior to joining VMG in 2015, Alisa worked at Wells Fargo in their Regional Investment Banking Group. In her current role at VMG, Alisa has worked across multiple branded consumer categories supporting the likes of: The Honey Pot Company, Drunk Elephant, Rowan, and many more. Her passion for helping BIPOC-founded businesses thrive has always been core to her investment approach, and inspired VMG Partner’s formation of the Parity Collective. Her favorite part about her work is building relationships with founders and becoming an extension of their teams to help them succeed. Alisa is a product of her upbringing in Mexico, Germany, and Michigan and a graduate of Yale University. She lives in Oakland, California with her husband and two sons. Contact Alisa
Aurora James
Aurora James
Aurora James is Creative Director and Founder of luxury accessories brand Brother Vellies, vice chair member of the CFDA, founder of the non-profit advocacy organization Fifteen Percent Pledge, and author of widely acclaimed memoir, Wildflower. She has long worked to make the global economy a more equitable place for historically excluded groups. In 2021, Aurora became the first Black female designer to receive The CFDA Founder’s Award in honor of Eleanor Lambert, and was named one of TIME Magazine’s 100 Most Influential People. Aurora was also named one of Glamour’s Women of the Year in 2022.
Parity Collective portfolio companies will work closely with many others on VMG’s investment team.
To learn more about the people behind VMG, check out their bios.