Assembled Brands Closes Multi-Million-Dollar Credit Facility for Skincare Brand GoPure

Going viral is every brand's dream, until the orders come flooding in. For GoPure, that moment came with its Instant Lift Eye Gel. A TikTok favorite turned into a rollout to nearly 2,000 Target stores, and suddenly GoPure needed more inventory than ever, stocked everywhere at once, from Target shelves to Amazon and TikTok Shop.

The brand's rise started with a simple frustration. While working at an online skincare retailer, founders Alex and Erin Keyan watched shoppers choose between clean formulas that didn't deliver and effective ones full of ingredients they didn't want. They launched GoPure in 2017 to end that trade-off, with science-backed skin and body care, most of it priced under $50. Customers shared their before-and-after results, and the Tighten & Lift Neck Cream rapidly became a TikTok Shop bestseller. By December 2025, GoPure launched in more than 1,800 Target stores, quickly cracking the retailer's top 10 premium skincare brands.

That success brought GoPure to Assembled Brands. With a new revolving credit facility that counts the brand's Amazon and TikTok Shop inventory and receivables toward the borrowing base, GoPure can keep up with its own growth.

"We've grown GoPure on our own cash flow, so we were careful about who we brought in as a lending partner," said Garrett Potter, CFO of GoPure. "Assembled Brands went further on advance rates and counted our Amazon and TikTok Shop inventory, which many lenders won't touch. That gives us a flexible capital structure with room to expand as GoPure continues to grow rapidly."

The terms are founder-friendly and light: No financial covenants. No lockbox. No unused line fees. An accordion that lets GoPure access a larger line. And above all, no hidden float charges, helping GoPure save thousands in interest by crediting collections the day they arrive.

"We're thrilled to partner with Alex, Erin, Garrett and the entire GoPure team," said Kunal Kohli, Managing Director, Head of Revenue at Assembled Brands. "Today's consumer brands sell across marketplaces, social commerce, and retail all at once, and they need capital that grows with the business instead of working against it. Assembled Brands was started by founders, so we know what it feels like when financing can't keep up. Our job is to move as fast as our brands do and give teams like GoPure the footing to scale on their own terms."

The orders are still flooding in. Now GoPure has the capital to meet them, without giving up a share of the company Alex and Erin built.

Welcome to the portfolio, GoPure!