4AM Skin Secures Funding, Launches in Target

4AM, the maker of Clean Sheets facial wipes, has closed $4 million seed funding round led by CAVU Consumer Partners and is launching in 1745 Target stores nationwide this month. The launch caps a year of four times year-over-year revenue growth, four sold-out production runs and achieving a number-four ranking in TikTok Shop’s cleansers category. The funding and the retail expansion mark a significant moment for the digitally-native brand that is reinventing the facial cleansing wipe, with a formulation-first rebuild rather than an incremental refresh.

Unlike most wipes manufacturers, which begin by working with a traditional wipe producer, 4AM co-founders Sabrina Sade and Jade Beguelin built Clean Sheets with a sheet mask manufacturer. Each credit-card-sized wipe is individually wrapped, super-soaked in a micellar-water base, and infused with serum-level actives including centella asiatica, calendula, vitamin B5 and glycerin. The result is a single step product that functions as cleanser, toner and treatment.

“We didn’t benchmark Clean Sheets against other wipes,” says Sade. “We looked at the best skincare on the market and asked what it would take to deliver that in a wipe format. That is an entirely different starting point.”

Beguelin and Sade met as college best friends and, after demanding careers in finance and dermatology, built 4AM after realizing gaps in the personal care wipes market.

“I am the consumer we built Clean Sheets for,” said Beguelin, who began her career as a Wall Street derivatives trader. “Someone juggling a demanding job and a full social life who still expects real skincare to fit into that schedule. Every decision starts with the busy person actually using the product, not with some aspirational routine.”

Beguelin has since built a personal TikTok platform of over 150,000 followers documenting the brand’s journey in real time. Sade, a dermatologist, brings a clinical credibility to the brand and formulations, with her medical degree and an Instagram audience of over 80,000 where she shares dermatology education and behind the scenes of product development. The founders are themselves a core distribution channel.

The investment round was led by CAVU Consumer Partners, the firm behind poppi, Necessaire, Beekeepers Naturals and Vital Proteins, with participation from B4 Capital and Type Capital as well as strategic capital from a tightly curated group of beauty’s most influential operators and tastemakers.

Charlotte Pitt, who joins 4AM from CAVU Consumer Partners to lead finance and operations, says, “4AM has built a differentiated brand in skincare with strong momentum and a clear vision for the future. This next chapter is about building on that foundation and continuing to scale with intention, and I’m excited to be part of it.”