Delhi-based beauty brand Hyeglo Beauty has raised Rs 7 crore in a seed funding round led by consumer-focused venture capital firm Sauce, seven months after it launched its first products.
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Giga Capital, Consumer Collective, The Patient Capital and Arjun Purkayastha, SVP and MD for Greater China and North Asia at Reckitt, also took part in the round, the startup said.
Hyeglo said it will use the funding for research and development (R&D), new product launches, brand building and key hires across the team. It also plans to widen its range across colour cosmetics and skincare.
What Hyeglo sells
Hyeglo is a D2C brand that makes makeup with active ingredients typically found in skincare products. The startup claims that its products combine clinically tested ingredients, skincare actives and pigments, following an approach known as the “skinification” of makeup formulas, under the tagline “Better Makeup, Built for Skin”.
The brand currently has three products: a skin tint, a lip oil and a lip balm. Its product range includes the Tintelligence Skin Adaptive Tinted Moisturizer, priced at Rs 1,350, the Better Left Behind Lip Oil Stain at Rs 999 and The Glow-To Lip & Cheek Glow Balm at Rs 799. The products are available through the brand’s online store, which also offers free shipping.
Hyeglo said it follows a skin science-led approach to product development, with dermatologists informing its formulations. Its panel of experts includes Dr Sonal Tibrewal Garg, an MD in Dermatology.
Who is behind it
Founded in April 2026 by Kanupriya Ahluwalia, who also serves as its CEO. She has around nine years of experience in the beauty industry across India and the Middle East. She has previously worked with companies including Nykaa, Kay Beauty, Noon and Namshi.
“Indian women have been asked to choose between makeup that performs and products that are actually good for their skin,” Ahluwalia said.
“Consumers have become much more aware of the ingredients going into their skincare products, but makeup has largely remained the same. We realised there was a gap in the market and that led to us launching Hyeglo Beauty,” she told ET.
She said the startup plans to add products regularly but would be careful about what it launches.
“We intend to launch products every month, but want to be selective. Every product needs to solve a specific consumer problem,” she added.
Yash Dholakia, partner at Sauce, said, “Indian consumers have become remarkably sophisticated about skincare, and that expectation is now moving into everything they put on their face. Hyeglo is building for that shift with genuine formulation depth.”
“The most valuable consumer brands create the category they go on to lead,” he said.
A crowded beauty market
Hyeglo enters a beauty and personal care segment where VC-backed brands are competing hard for the same young, ingredient-aware customer.
In August, skincare brand Asaya raised Rs 88 crore in a Series A round at a post-money valuation of Rs 400 crore. The startup said it was running at an annual revenue rate of Rs 100 crore.
India’s beauty and personal care market could nearly double from $23 billion in FY26 to $42 billion by FY31, according to estimates by Aditya Birla Capital. Redseer puts the market at about $40 billion by 2030, which would make India the fourth-largest beauty and personal care market in the world.
