New Delhi-based direct-to-consumer beauty brand AntiNorm has raised INR 28 crore in a seed funding round led by Fireside Ventures, with existing backers V3 Ventures and Rukam Capital also participating and increasing their earlier investments.
The company said the fresh capital will be used to support growth across several areas, including platform expansion, research and development, hiring and working capital for fast-moving products. AntiNorm plans to strengthen both its digital presence and offline distribution, while continuing to scale its direct-to-consumer operations.
Part of the funding will be allocated towards building internal capabilities, with planned recruitment across product development, growth, R&D and operations teams. The company said additional funds will be directed towards maintaining inventory levels for high-velocity stock keeping units as demand continues to rise.
Founded in 2024 by Aparna Saxena, AntiNorm positions itself as a brand focused on high-performance, multifunctional beauty and personal care products. Its offerings are aimed at simplifying daily routines for working Indian women by reducing the need for multi-step beauty regimes.
The brand’s initial product range includes a dry shampoo, an all-in-one hair cream and a lip treatment, which are marketed as practical alternatives to more complex beauty routines.
Commenting on the funding round, Saxena said: “At AntiNorm, our goal has always been to simplify beauty for women who want results without pressure. The early consumer response has reinforced our belief that there is room for functional innovation in everyday beauty.”
Since launching, the startup reports early traction across its sales channels, with growing demand and double-digit repeat purchase rates on a month-on-month basis. The company did not disclose revenue figures but said consumer response has supported its plans for wider expansion.
Looking ahead, AntiNorm plans to introduce up to seven new products over the next year. These launches are expected to span beauty, personal care and hybrid categories, with a continued focus on multitasking formulations designed for Indian climates.
The funding comes amid increased investor interest in India’s D2C beauty and personal care sector, particularly brands targeting convenience and performance. AntiNorm operates in a competitive landscape alongside established players including Mamaearth, Minimalist, Plum, Sugar Cosmetics and WOW Skin Science.
Industry observers note that demand for streamlined beauty routines has been rising, driven by changing consumer preferences and time-conscious lifestyles. AntiNorm’s approach reflects a broader shift within the sector towards functional, everyday products aimed at repeat use.
