D2C Beauty Brand Antinorm Raises Rs 28 Crore in Seed Round

International beauty brand, Antinorm raised Rs 28 crore in a Seed round led by Fireside Ventures, along with participation from existing investors V3 Ventures and Rukam Capital, both doubling down on their early backing of the company. India’s beauty and personal care market is projected to reach $30 billion by 2027, leading to a  significant start for brands.

The brand is focused on using capital based on three core priorities.The first is platform expansion and R&D, strengthening its digital ecosystem, accelerating D2C scale, and building depth around offline and online distribution channels. The second is hiring, bringing in the best talent and operations to drive the next phase of scale. The third is working capital, ensuring consistent availability of high-velocity SKUs to support consistent growth.

Moreover,Antinorm has seen accelerated month-on-month traction, driven by strong usage and demand across channels,recording double-digit repeat rates. 

Varun Varma, Principal, Fireside Ventures, said, “ Our investment decision was driven by the brand’s sharp consumer insight, strong early traction, and clear focus on building functional products that deliver real results. Owing to the brand’s strong customer-first mindset we are excited to partner with while building a differentiated beauty brand for today’s modern consumer.”

Aparna Saxena, Founder and CEO of Antinorm, further added,“Since launch Antinorm has received encouraging consumer response and industry recognition.This funding will be used to accelerate our product pipeline, strengthen R&D and operational capabilities, invest in key talent, and scale our omnichannel presence. It positions us well to meet rising consumer demand and build Antinorm into a category-defining beauty brand."

Witnessing double-digit repeat rates month-on-month. Antinorm, is gearing up with plans to introduce up to seven category-creating products across beauty, personal care, and hybrid innovation formats.