For small companies selling consumer products such as makeup or snack food, a partnership with a big multinational company can mean the difference between obscurity and becoming a household name. How does a small brand get a behemoth’s attention?

CircleUp, a crowdfunding website that connects start-up consumer brands with investors, wants to be part of the answer. The company announced a partnership with Procter & Gamble to get companies on CircleUp in front of P&G executives scouting for new brands. It made a similar deal with General Mills last year.

Most companies on CircleUp have $1m to $10m in yearly sales and are trying to raise about $1m from wealthy individual investors.

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