Meet Antinorm, the Delhi-based D2C brand rewriting the rules of Indian beauty. Founded by Aparna Saxena, the brand focuses on "Less product, greater effect," offering high-quality, multi-functional essentials for the modern, busy woman.

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Antinorm stands out in India's crowded beauty market by replacing complex 10-step routines with minimalist solutions. Their lineup includes innovative dry shampoos and styling creams designed specifically for Indian climates and skin types.

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The brand’s "Smart Take" on beauty addresses a gap in the D2C sector: the need for hygienic, effective, and travel-friendly items. Instead of chasing trends, Antinorm creates practical products that serve multiple purposes in one sleek package.

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Positioned at the heart of India’s personal care boom, Antinorm is capturing a loyal community of women. Their focus on transparency and utility makes them a long-term player in the rapidly evolving direct-to-consumer landscape.

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The brand’s growth reflects its market fit. Recent net sales show a steady upward trajectory: ● July '25: ₹25 Lakhs ● August '25: ₹31 Lakhs ● September '25: ₹31 Lakhs

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Stepping into the Tank, Aparna Saxena didn't hold back. She requested ₹1.03 Crore for 1% equity, valuing her company at a staggering ₹103 Crore. Her confidence was backed by solid sales and a clear vision for the future of beauty.

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The pitch sparked intense interest! While Sharks Mohit and Namita stepped out, Kunal offered the requested ₹1.03 Cr for 1% plus a follow-on option. However, Anupam Mittal matched the founder's original ask exactly, leading to a successful deal.

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With Anupam Mittal’s expertise and a fresh infusion of capital, Antinorm is set to scale its digital presence and product line. This deal proves that innovation and problem-solving are the true winners in India’s competitive D2C beauty market.

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