Busy Philipps says she was attracted to Behave's give-back initiative, which includes donating a portion of online sales to nonprofits.In early 2023, Busy Philipps walked into her local New York City coffee shop and bought her first pack of Behave candy. A longtime sweets lover, the actress—known for shows likespotted the bright bag of sour gummies on the shelf and was intrigued by the label boasting low-sugar and low net-carb counts.
Today, still powered by that pre-seed funding, Behave sells gummy candies directly to consumers through its website and in brick-and-mortar stores including Wegmans and Erewhon. Behave has booked seven figures in lifetime revenue . “It's not the first time that brands have reached out asking if I wanted to be involved as an equity partner,” says Philipps. She has worked with companies in other ways—through paid social media posts, accepting advertisers on her podcast, or taking on endorsement deals—but none of those partnerships resulted in an ownership stake.