AntiNorm, a D2C beauty startup headquartered in New Delhi, has secured ₹28 crore in seed capital, with Fireside Ventures leading the round.
Returning investors V3 Ventures and Rukam Capital joined the round, adding more capital on top of their previous investments.
The company plans to use the capital to expand its digital and offline distribution, strengthen research and product development, and support working capital for fast-moving products. Part of the funding will also go toward hiring across product, growth, R&D, and operations.
Founded in 2024 by Aparna Saxena, AntiNorm focuses on multifunctional beauty and personal care products designed to simplify daily routines for working women. Its current portfolio includes a dry shampoo, an all-in-one hair cream, and a lip treatment.
Since launch, the brand says it has seen early traction with rising demand across channels and double-digit repeat purchase rates. Over the next year, AntiNorm plans to introduce up to seven new products across beauty, personal care, and hybrid categories, with a focus on climate-suited formulations.
The funding comes amid growing interest in D2C beauty brands addressing convenience and performance, a segment where AntiNorm competes with players such as Mamaearth, Minimalist, Plum, and Sugar Cosmetics.
