Antinorm, an intentional beauty brand built for fast-moving women, has raised ₹28 crore in a Seed round led by Fireside Ventures. The round also saw participation from existing investors V3 Ventures and Rukam Capital, both doubling down on their early backing of the company. The fundraise marks strong validation of Antinorm’s thesis of delivering high-performance beauty solutions that simplify routines without compromising results.
Within months of launch, Antinorm has witnessed strong early adoption and rising consumer demand, leading the company to raise this Seed round to accelerate its next phase of growth.
India’s beauty and personal care market is projected to reach $30 billion by 2027, creating significant headroom for brands focused on efficiency and performance.
The brand will utilise the fresh capital across three core priorities. The first is platform expansion and R&D, strengthening its digital ecosystem, accelerating D2C scale, and building depth across offline and online distribution channels. The second is hiring, bringing in best-in-class talent across product, growth, internal R&D, and operations to drive the next phase of scale.
The third is working capital, ensuring consistent availability of high-velocity SKUs to support rising demand and enable consistent growth.
With this funding, Antinorm is gearing up for a milestone year with plans to introduce up to seven category-creating products across beauty, personal care, and hybrid innovation formats. The brand has seen accelerated month-on-month traction since launch, driven by strong consumer repeat rates and demand across channels.
The brand is witnessing double-digit repeat rates month-on-month. These new launches will address real consumer challenges for women seeking performance without pressure or complexity. Antinorm remains committed to building products that condense multiple steps into one, removing unnecessary complexity from modern beauty routines.
Varun Varma, Principal, Fireside Ventures, said: “Antinorm is a multifunctional skincare brand built on the pillars of multifunctionality, climate-centric design, and time efficiency. The brand addresses the evolving needs of Indian women by simplifying personal care without compromising on performance.
Our decision to invest in Antinorm was driven by its sharp consumer insight, strong traction, and clear focus on building functional, high-performance products. Aparna brings a strong customer-first perspective, and we are excited to partner with her as she builds a disruptive beauty brand for modern consumers.”
Aparna Saxena, Founder & CEO of Antinorm, said:’ “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.
About Antinor
Antinorm is an intentional beauty brand focused on creating high-performance, multifunctional products designed for fast-moving women. Built on consumer insight and functional innovation, Antinorm’s formulations simplify beauty routines while delivering effective, purposeful results.
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’’
The company is expanding its portfolio across beauty and personal care while strengthening its omnichannel distribution footprint. The brand focuses on high-performance, climate-tailored, and multitasking products that replace complex routines for busy working women. Antinorm is built on the belief that beauty should work with women’s lives, not complicate them.
