SUMMARY
The beauty and personal care brand has developed three distinctive product lines to address every aspect of hair and skin care and hair colouring
The Origin Story
Serial entrepreneur Vivek Singh’s wife used to buy hair care products for curly tresses whenever she travelled abroad, insisting that Indian brands could not match their quality. Singh and his friend Saurav Patnaik (also an entrepreneur) decided to explore the space and found that cutting–edge innovations either reached India too late or not at all. Keen to address this gap in the market, the duo launched Anveya Living to bring disruptive product lines for hair and body care, mirroring or surpassing international brands in quality.
The Differentiator
Backed by intensive R&D, Anveya launched three chemical-free and all-vegan beauty and personal care (BPC) product lines to cater to three distinctive segments. The ThriveCo range offers clinically proven hair, skin and body care solutions to address issues like hair damage and loss, premature greying and stretch marks. The Colorisma range offers temporary and semi-permanent fashionable hair colours, while Curlvana is a dedicated curly hair care line offering all-weather anti-frizz solutions. It also offers cold-pressed and essential oils for a well-rounded beauty regime. The brand procures raw materials from natural sources and all products are made in-house at the brand’s manufacturing units in Solan (Himachal Pradesh), Delhi, Sonipat and Gurugram (Haryana).
The Growth
The online-first BPC startup sells its products on its website and ecommerce marketplaces like Amazon, Nykaa, Flipkart, Myntra and FirstCry. It entered a strategic partnership with Kaya Skin Clinic in 2023 and clocked INR 39 Cr in net revenue from finished goods sales in FY23.
What’s Next
Anveya plans to expand its product range under existing categories and step up offline distribution in 2024 for profitability and 2x growth. By 2025, it will scale offline retail, increase its R&D initiatives and introduce more categories under hair, body and skincare.
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