Stephen Willson tends to back companies that change how people discover, access, or experience products rather than just the products themselves, spanning categories like beauty services, nutraceuticals, grocery automation, media, and meal kits—backing checkout-free tech at Grabango for its ability to handle real-world retail complexity, and staying involved with companies like Nutrafol for years (Unilever Ventures backed it for six) rather than just investing and moving on. He also tends to join the boards of companies he backs, including Blow and Nutrafol, showing a hands-on approach that lasts well beyond the initial investment.