Today, we’re proud to share that 21cv has completed its acquisition of Instyle Products LLC (IPG), a closely held Fragrance and Beauty Care company. IPG has spent 20+ years building accessible, high-quality products across fragrance, luxe bath, and skincare— along with deep consumer and retailer relationships that compound over time. IPG Leadership brings experience from major beauty houses, global entertainment, and leading CPG organizations including Unilever and Procter & Gamble. This acquisition aligns with a broader shift we’re seeing across the CPG landscape: Consumers are investing in self-care, efficacy, and everyday routine. Beauty and personal care continue to outperform — and IPG has been delivering in these categories for more than two decades. Integrating IPG into 21cv strengthens our platform to incubate and scale the next generation of talent-backed brands. Several new projects are already underway for 2026, supported by IPG’s expertise and infrastructure. We’re thrilled to welcome the IPG team to 21cv — and excited for what we’ll build together.
21cv
Strategic Management Services
A venture studio and management platform scaling celebrity-backed consumer brands via shared services, ops, and retail.
About us
21cv is a management platform and venture studio that builds and scales celebrity-backed consumer brands through shared services, operational expertise, and strategic retail partnerships. We’re adept at every stage — from startup capital and brand incubation to commercial scale, operational management, and exit strategy — combining creativity, commerce, and culture to build enduring brands.
- Website
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21cv.co
External link for 21cv
- Industry
- Strategic Management Services
- Company size
- 11-50 employees
- Type
- Privately Held
- Founded
- 2025
Employees at 21cv
Updates
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21cv reposted this
Over the past few years, our team has been building a new model in consumer packaged goods – beginning with two talent-backed brands: Punk Bunny Coffee by Green Day and Hanks For Our Troops from Tom Hanks. What originated as a small, focused team evolved into a scalable platform. In April 2025, we formalized it as 21cv — a CPG management company supported by a venture studio and a rapidly expanding branded entertainment division. Our progress to date has been driven by execution and measurable results: In 2024, we launched Punk Bunny in partnership with Keurig, while rolling out multiple coffees and Slurpees across ~14,000 7-Eleven stores, winning three Clio awards. In 2025, we invested in and rebranded Hanks for Our Troops, launching exclusively with Walmart. A few weeks ago, we closed our $20M Series A, providing fuel to scale a platform we’ve validated through live-market launches. The 21cv Platform - CPG Leadership With Operating Muscle: Co-founder/CEO Paul Wagstaff brings two decades at The J.M. Smucker Co., three years as CEO of Eagle Foods, and multiple PE-backed wins. He’s supported by operators who’ve taken brands from concept to national shelves – repeatedly. - Branded Entertainment That Makes CPG Culturally Relevant: Led by Aaron Matusow, this division develops original IP and entertainment-led marketing designed to drive credibility and community – key drivers of modern brand adoption. - Venture Studio with Shared Services: A unified model across brand, manufacturing, marketing, sales, and distribution helps us launch and scale talent-backed CPG companies with faster, cleaner and with less operational risk. At the core of 21cv is a simple principle: strategy, partnerships, licensing, incubation, and storytelling work best when they work together. With multiple new launches, acquisitions and expansions already set for 2026, we’re entering our next phase of growth – and the momentum is real. Link below.
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Over the past few years, our team has been building a new model in consumer packaged goods – beginning with two talent-backed brands: Punk Bunny Coffee by Green Day and Hanks For Our Troops from Tom Hanks. What originated as a small, focused team evolved into a scalable platform. In April 2025, we formalized it as 21cv — a CPG management company supported by a venture studio and a rapidly expanding branded entertainment division. Our progress to date has been driven by execution and measurable results: In 2024, we launched Punk Bunny in partnership with Keurig, while rolling out multiple coffees and Slurpees across ~14,000 7-Eleven stores, winning three Clio awards. In 2025, we invested in and rebranded Hanks for Our Troops, launching exclusively with Walmart. A few weeks ago, we closed our $20M Series A, providing fuel to scale a platform we’ve validated through live-market launches. The 21cv Platform - CPG Leadership With Operating Muscle: Co-founder/CEO Paul Wagstaff brings two decades at The J.M. Smucker Co., three years as CEO of Eagle Foods, and multiple PE-backed wins. He’s supported by operators who’ve taken brands from concept to national shelves – repeatedly. - Branded Entertainment That Makes CPG Culturally Relevant: Led by Aaron Matusow, this division develops original IP and entertainment-led marketing designed to drive credibility and community – key drivers of modern brand adoption. - Venture Studio with Shared Services: A unified model across brand, manufacturing, marketing, sales, and distribution helps us launch and scale talent-backed CPG companies with faster, cleaner and with less operational risk. At the core of 21cv is a simple principle: strategy, partnerships, licensing, incubation, and storytelling work best when they work together. With multiple new launches, acquisitions and expansions already set for 2026, we’re entering our next phase of growth – and the momentum is real. Link below.
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Today and every day, we honor those who have served. Hanks For Our Troops was built to give back to veterans and their families — donating 100% of profits to organizations that support those who’ve sacrificed for our country. To all who have served, we thank you. ☕️
Freedom isn’t free. It’s paid for with courage, sacrifice, and selflessness. Thank you Veterans for your service, today and everyday. We want to share your stories of service. Head to https://ow.ly/Mp7b50Xm1Uw to tell us yours and receive a HANKS Challenge Coin as a small token of our thanks. #GiveHanks #VeteransDay #SupportOurTroops
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We’re proud to share that Hanks For Our Troops Coffee is now available for a limited time in Walmart Supercenters across Illinois, Ohio, Florida, Texas, and California. Every purchase supports veteran organizations nationwide — great coffee, doing even greater good. Find us on shelves while supplies last🇺🇸🇺🇸
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Huge highlight for Hanks For Our Troops! 🇺🇸 Check out Tom Hanks talking about the brand and its mission on The Late Show with Stephen Colbert! We’re so excited to help bring this purpose to life and continue building brands that do some good ☕️
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Exciting stuff! ⚡️ We’re so proud to have Nicholas on the team helping shape our purpose-driven brands and bring meaningful impact to life
🇺🇸 Turning Mission into Momentum After two decades serving with some of the highest performers in the military, I understood that the highest human potential is all about cultivating a belief system that goes beyond most humans imaginations. Which is why when I retired I had promised myself to only invest my time, energy, and resources into people and organizations that know why they’re here and who have the courage to tackle the hardest problems that matter most. That’s why, when I was invited to join the incredible team at 21cv, I didn’t think twice. Because 21CV isn’t just building brands, it’s building movements. As Director, Military & Community Ventures, I’m helping lead our mission to build and scale brands that serve those who serve, uniting creativity, commerce, and culture to create real impact. 21CV is a venture studio and management platform that partners with purpose-driven talent to bring meaningful ideas to life. Our team has helped launch and grow dozens of brands with retail giants like Walmart, Target, Costco, CVS, Walgreens, and 7-Eleven, driving over $10B in value creation across 50+ transactions. But the numbers aren’t what move us, it’s the mission. ☕ Hanks For Our Troops, founded with Tom Hanks, honors veterans and their families with every cup. 🎸 Punk Bunny Coffee by Green Day, created with Green Day, turns caffeine into culture, proving that business can carry a heartbeat. Each venture reminds us that doing good and doing well are not opposites, they’re allies. In this new role, my focus is simply to connect purpose-driven partners, amplify authentic stories, and help 21CV continue to redefine what service and success look like in the modern world. Because when you align purpose with people, you don’t just build companies. You build communities that create change. 🇺🇸 Follow 21cv for more details about the impact we are making and reach out with any questions you may have. #PurposeDriven #MilitaryCommunity #VeteranEntrepreneurship #Leadership #SocialImpact #HanksForOurTroops #PunkBunnyCoffee #21CV #MissionMatters Team of Teams: Joseph A. | Kelsey Dubinsky | Maximum Effort | John Deschner | Tina Meyer-Hawkes | Christina Cyrus | IMPCT Group | Waco Hoover
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21cv reposted this
🙋♂️Who wants to make an impact, feel good, do good and drink coffee! After more than two decades of serving our nation, one truth stands taller than the rest, we are all enablers of the mission. 🇺🇸 Whether in uniform, in business, or in community, our greatest impact comes when we serve something bigger than ourselves. Partnerships like this one, between IMPCT Group and Hanks For Our Troops founded by Tom Hanks, remind us that purpose and profit can coexist beautifully. Every cup, every connection, every act of good adds up to a collective impact that strengthens the fabric of our country. ☕🇺🇸 Here’s to continuing the mission…together. Partners in Purpose: 21cv | Joseph Armstrong | Kelsey Dubinsky | Tina Meyer-Hawkes | Christina Cyrus | Ryan Del Grosso | Waco Hoover 🇺🇸 | Jay Long | John Deschner Follow for more: ☕️ https://givehanks.com
IMPCT Group is proud to partner with and bring Hanks for Our Troops — founded by Tom Hanks to support service members, veterans, and their families — to more homes across the country. This collaboration expands Hanks’ mission of giving back through great coffee, connecting purpose-driven products with retailers, and consumers nationwide. Grateful for partners who share our commitment to doing good, one cup at a time. 21cv Joseph Armstrong Kelsey Dubinsky Paul Wagstaff Tina Meyer-Hawkes Christina Cyrus Hanks For Our Troops Ryan Del Grosso Waco Hoover Nicholas Vandre
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Proud to partner with IMPCT Group in growing Hanks For Our Troops, the mission-driven coffee brand founded with Tom Hanks, to honor and support military families. Together, we’re expanding Hanks’ purpose-led mission through everyday products with real impact. ☕️🇺🇸
IMPCT Group is proud to partner with and bring Hanks for Our Troops — founded by Tom Hanks to support service members, veterans, and their families — to more homes across the country. This collaboration expands Hanks’ mission of giving back through great coffee, connecting purpose-driven products with retailers, and consumers nationwide. Grateful for partners who share our commitment to doing good, one cup at a time. 21cv Joseph Armstrong Kelsey Dubinsky Paul Wagstaff Tina Meyer-Hawkes Christina Cyrus Hanks For Our Troops Ryan Del Grosso Waco Hoover Nicholas Vandre
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