Funding · Commerce & Consumer Brands

Antinorm raises ₹28 crore in seed funding

By Startup Enthusiast · 8 January 2026

What they do

Antinorm makes multifunctional beauty and skincare products for urban Indian women

It raised ₹28 crore in seed funding led by Fireside Ventures, with V3 Ventures and Rukam Capital participating

Since its July 2025 launch, it has served about 22,000 customers and plans to launch seven new products

Antinorm raised ₹28 crore in a seed funding round.
The round was led by Fireside Ventures.
Existing investors V3 Ventures and Rukam Capital also participated, increasing their bets.
The company was founded in 2024 and is based in Delhi NCR.
It was formerly called Antithesis.
Antinorm makes multifunctional beauty and skincare products that simplify routines for urban Indian women.
Products are priced between ₹899 and ₹1,199, each replacing 5-6 separate products.

The Indian beauty and personal care market is expected to reach $35.9 billion by 2032.
Competitors include Mamaearth, Minimalist, Plum, Sugar Cosmetics, and WOW Skin Science.
Antinorm won the Estée Lauder BEAUTY&YOU India award for Best In-Market Beauty Brand and received a strategic grant.

Antinorm is a D2C (direct-to-consumer) beauty and personal care startup.
Its current product line includes hair serum, dry shampoo, lip treatment, and facial scrub.
The facial scrub claims to work as a cleanser, exfoliating scrub, brightening serum, and hydrating moisturiser.
Products are designed for Indian skin types and climate, tested across Indian cities with different weather conditions.
Since its launch in July 2025, it has served about 22,000 customers.
It has double-digit repeat purchase rates month-on-month.

Antinorm plans to launch up to seven new products over the next year across beauty, personal care, and hybrid categories.
Funds will be used for product development, R&D, distribution expansion (digital and offline), hiring, and working capital.
The CEO expects 5-10x growth over the next year and targets a customer base of 200,000-300,000 users.
Offline expansion will be cautious, focusing on corporate clusters and commuting hubs.
Currently, the company is focused on the D2C channel for faster feedback.

Customers: Women seeking streamlined, minimalist skincare routines through multipurpose personal care products.
How it makes money: Generates revenue from retail sales of proprietary beauty and skincare formulations via online and offline channels.
What sets it apart: Engineers single formulations combining cleansing, exfoliation, and treatment functionalities to replace multi-step routines.