D2C Brand Antinorm Bags INR 28 Cr To Expand Product Portfolio

Beauty and personal care (BPC) startup AntiNorm (erstwhile Antithesis) has raised INR 28 Cr ($3.1 Mn) in a seed round led by Fireside Ventures. Existing investors including V3 Ventures and Rukam Capital also participated in the round.

The fresh capital would be deployed to strengthen its multi-channel presence. as well as accelerate its R&D. The startup is also looking to increase its workforce, especially in product, growth, R&D and operations roles.

Besides, the startup also plans to introduce up to seven new product lines across BPC categories.

Founded by ex-Good Capital partner Aparna Saxena in 2024, the Delhi NCR-based BPC brand manufactures beauty and skincare products geared toward skincare routine simplification for women. For this, it claims to blend multiple functionalities in its products to simplify selfcare, moving away from the multi-step regimen marketed by its competitors.

Its facial scrub, for instance, claims to work as a cleanser, exfoliating scrub, brightening serum, and hydrating moisturiser all in one product, which is designed especially for Indian skin types and climate.

Its current product line includes four products: a hair serum and dry shampoo, lip treatment and facial scrub.

“At Antinorm, our goal has always been to simplify beauty for women who want results without pressure. Since launch, the brand has received encouraging consumer response and industry recognition, including being named the Estée Lauder BEAUTY&YOU India winner for Best In-Market Beauty Brand, along with a strategic grant,” Saxena said in a statement.

The funding round for Antinorm comes at a time when VCs are accelerating their investments in Indian BPC startups. For instance, SkinInspired and Be Clinical have raised small funding rounds over the past couple of days.

The growing investor interest in the space aligns with the bullish momentum the Indian BPC industry has seen in recent times. As per a report, the industry is expected to be valued at $35.9 Bn by 2032 from almost $4.1 Bn in 2025 at a projected CAGR of 36.4%, out of which skincare products alone have a 30% market share.

The rapid growth in the industry is a byproduct of three critical factors — rising disposable incomes, deeper internet and smartphone penetration, and a clear shift in consumer behaviour towards more premium, ingredient-led and problem-solution products.

Indian consumers are becoming more well-informed and aspirational, driving demand for specialised skincare, haircare and wellness offerings beyond mass-market staples. At the same time, BPC brands have lowered entry barriers, enabling faster product launches, sharper consumer targeting and wider national reach.