New Delhi-based direct-to-consumer beauty brand AntiNorm has secured ₹28 crore in a seed funding round, signalling growing investor confidence in India’s emerging new-age beauty labels. The round was led by consumer-focused venture capital firm Fireside Ventures, with strong follow-on participation from existing backers V3 Ventures and Rukam Capital, both of whom increased their exposure to the company.
The funding marks a significant milestone for AntiNorm as it looks to scale beyond its early traction phase and build a differentiated presence in India’s increasingly competitive beauty and personal care market. Founded with a focus on challenging conventional beauty norms, the brand positions itself around ingredient transparency, performance-led formulations, and a modern consumer-first approach.
According to the company, the capital infusion will be channelled into three priority areas. A large portion will be invested in expanding distribution, with a dual focus on strengthening its digital channels while selectively entering offline retail to improve reach and visibility. AntiNorm plans to tap into premium retail formats and experiential touchpoints as part of its offline strategy, aimed at driving brand discovery and trust.
The brand will also step up investments in research and development, as it works to broaden its product portfolio and introduce formulations tailored to evolving consumer needs. Building in-house R&D capabilities and collaborating with formulation partners are expected to be key focus areas as the company looks to differentiate itself through product efficacy rather than marketing-led growth alone.
In parallel, AntiNorm intends to scale its direct-to-consumer operations by enhancing supply chain efficiency, improving customer experience, and strengthening its core team across marketing, technology, and operations. The company believes that tighter control over the D2C stack will be critical to sustaining margins while scaling volumes.
The fundraise comes at a time when India’s D2C beauty segment continues to attract capital, driven by rising disposable incomes, premiumisation, and a shift towards digital-first brand discovery. With Fireside Ventures backing its next phase of growth, AntiNorm is positioning itself to compete in a crowded but fast-expanding market where differentiation, execution, and consumer trust remain decisive.
