D2C beauty startup AntiNorm has raised Rs 28 crore in a seed funding round led by Fireside Ventures, according to media reports. Existing investors V3 Ventures and Rukam Capital also participated in the round, increasing their earlier commitments.
The fresh capital will be deployed across three key focus areas, including the expansion of the brand’s digital and offline distribution footprint, strengthening its research and development capabilities, and scaling its direct-to-consumer operations.
Founded in 2024 by Aparna Saxena, AntiNorm positions itself as a multifunctional beauty and personal care brand designed to simplify daily routines for working Indian women. The brand’s initial portfolio includes a dry shampoo, an all-in-one hair cream, and a lip treatment, positioned as alternatives to multi-step beauty regimes.
Since its launch, the startup claims to have witnessed early traction, with rising demand across channels and double-digit month-on-month repeat purchase rates.
Looking ahead, AntiNorm plans to launch up to seven new products over the next year across beauty, personal care, and hybrid categories, with a focus on climate-suited and multitasking formulations.
A portion of the funding will also be utilised to onboard talent across product development, growth, internal R&D, and operations, while supporting working capital requirements to ensure adequate inventory for fast-moving products, the company said.
