Facial cleansing wipes have long faced criticism from dermatologists, but skincare startup 4AM believes the category is ready for a reset. The New York-based brand announced Monday that it has raised more than $4 million in an oversubscribed seed funding round while securing a nationwide retail launch with Target.
The funding round was led by CAVU Consumer Partners, with participation from B4 Capital and Type Capital. The company said it plans to use the capital to expand operations, strengthen retail distribution, and support future growth.
4AM Launches in 1,745 Target Stores
At the same time as the funding announcement, 4AM confirmed that its flagship product, Clean Sheets, is now available in 1,745 Target stores across the United States.
The launch marks a major step for the startup, which was founded by Jade Beguelin and Sabrina Sade. The company has focused on creating a skincare-focused alternative to traditional facial wipes by combining portability with ingredients commonly found in modern skincare products.
Clean Sheets are individually wrapped wipes designed for travel, workouts, late nights, and everyday use. According to the company, the wipes contain ingredients such as rose water, centella asiatica, and vitamin B5.
“We didn’t benchmark Clean Sheets against other wipes,” co-founder Sabrina Sade said in the company statement. “We looked at the best skincare on the market and asked what it would take to deliver that in a wipe format.”
Beauty Industry Leaders and Dermatologists Back the Brand
The seed round attracted several well-known investors from the beauty industry. Strategic backers include Joe Cloyes, Cassandra Grey, and Brian Bordainick.
The company also received support from dermatologists Dr. Muneeb Shah and Dr. Joyce Park, who collectively reach millions of followers across social media platforms.
“Facial wipes are the product I’ve spent years telling patients to avoid,” Dr. Shah said in a statement. “Clean Sheets offer a better patient experience with less irritation to the skin barrier.”
Strong Early Growth Ahead of Retail Expansion
Before raising the new funding, 4AM reported fourfold year-over-year revenue growth and completed four sold-out production runs. The brand also gained traction through social commerce, reaching a top-five ranking in the cleansers category on TikTok Shop.
To support its expansion, the company recently appointed Charlotte Pitt, formerly of CAVU Consumer Partners, to lead finance and operations.
The company enters retail at a time when consumers are increasingly looking for skincare products that emphasize ingredients, clinical credibility, and convenience. With a national Target rollout and fresh funding in place, 4AM is positioning itself to compete in the growing science-backed skincare market.
