Indian haircare startup Xtovia has secured ₹6.9 crore in pre-seed funding in a round led by V3 Ventures, with participation from Consumer Collective by Atrium and several angel investors. The fresh capital will support the company’s product innovation, intellectual property development, market expansion, and brand-building efforts.
The funding comes as consumer demand for science-backed beauty and personal care products continues to rise across India and global markets.
Funding to Accelerate Product Development and Market Expansion
According to the company, the newly raised funds will be used to strengthen its intellectual property portfolio, expand its core team, support product launches, and drive growth initiatives.
Xtovia is focused on developing premium haircare solutions designed to address structural hair damage through advanced formulations backed by scientific research and clinical validation.
The startup aims to build a differentiated position in the competitive beauty and personal care industry by combining research-driven innovation with consumer-focused product development.
Building a Science-Driven Haircare Brand
Founded in 2025 by Navneet Misra and Dr. Madhu, Xtovia is developing next-generation haircare products built around proprietary technology created through in-house research and development in India.
The company’s core innovation, known as TriLayerX Hair Tech, is designed to repair hair damage at multiple levels by:
- Strengthening the hair core
- Repairing damaged cuticles
- Restoring the natural lipid layer that protects hair
The technology aims to provide a comprehensive approach to hair repair by targeting the underlying structural causes of hair damage rather than offering only surface-level treatment.
Backed by Extensive Research and Clinical Validation
Xtovia states that its proprietary technology has been developed through an extensive research process involving:
- More than 1,500 product iterations
- Over 35 in-vitro and clinical studies
- More than 500 consumer validation tests
- Four global patent applications
The company claims that clinical testing has demonstrated up to 20% higher efficacy compared to several leading international bond-repair haircare products.
As consumers increasingly seek evidence-based beauty solutions, scientific validation and product performance are becoming important differentiators in the premium haircare segment.
Expanding Distribution Channels
Currently, Xtovia sells its products through its direct-to-consumer (D2C) platform.
The startup plans to expand its presence across additional e-commerce marketplaces and distribution channels in the coming months to reach a broader consumer base.
The move aligns with the rapid growth of India’s online beauty and personal care market, where digital-first brands are increasingly gaining market share through direct engagement with consumers.
Focus on Innovation and Global Growth
Looking ahead, Xtovia plans to broaden its product portfolio, invest in consumer education, and strengthen its brand presence within the premium beauty category.
The company also aims to establish itself as a global Indian beauty brand by exporting innovation-led haircare products developed and manufactured in India.
With increasing international demand for high-quality beauty and wellness products, Indian personal care startups are finding new opportunities to compete in global markets through research-driven innovation and differentiated product offerings.
Outlook
The ₹6.9 crore pre-seed funding marks an important milestone for Xtovia as it seeks to build a science-backed premium haircare brand focused on structural hair repair.
With proprietary technology, ongoing research investments, and ambitious expansion plans, the startup is positioning itself to capitalize on the growing demand for advanced haircare solutions in India and international markets.
As the beauty and personal care industry continues to evolve, brands that combine scientific innovation, clinical validation, and strong consumer engagement are expected to play a significant role in shaping the future of the sector.
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Ruchi Kumar is the associate editor at Entrepreneur News Network and TVW News India, where she leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape. She has written extensively on fintech, AI and emerging startups.