Exclusive: D2C Brand ClayCo Raises ₹30 Cr From Twenty Nine Capital Partners
•February 13, 2026
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Why It Matters
The injection of growth capital underscores strong investor confidence in India’s fast‑expanding D2C skincare segment and positions ClayCo to scale product development and market reach. It also highlights the broader trend of venture firms targeting high‑margin personal‑care brands as consumer disposable income rises.
Key Takeaways
- •ClayCo secured ₹29.99 Cr Series A funding.
- •Funding led by London’s Twenty Nine Capital Partners.
- •Total raised now exceeds ₹45 Cr since 2023.
- •Indian skincare market projected $17.1B by 2033.
- •Peer D2C brands also raising ~₹25‑28 Cr recently.
Pulse Analysis
ClayCo Cosmetics’ latest financing round reflects a maturing Indian D2C beauty ecosystem where niche brands can attract international capital. By issuing 1,529 Series A CCPS at a premium, the startup not only validates its premium positioning but also secures the runway needed for product diversification and deeper channel penetration. The involvement of Twenty Nine Capital Partners, a London‑based early‑stage investor, signals cross‑border interest in India’s personal‑care market, which has been buoyed by rising digital adoption and a growing middle class.
The Indian skincare market is on a steep growth trajectory, with IMARC projecting a jump from $8.4 billion in 2024 to $17.1 billion by 2033. This expansion is driven by heightened consumer awareness of skin health, increasing disposable incomes, and the convenience of online shopping. As a result, a wave of D2C brands—such as SkinInspired and AntiNorm—have secured comparable funding, underscoring a competitive yet opportunity‑rich landscape where R&D and multi‑channel strategies are key differentiators.
For ClayCo, the fresh capital enables accelerated R&D, broader marketing campaigns, and potential entry into offline retail formats. Leveraging its unique blend of ancient Japanese rituals with Indian formulations, the brand can deepen its niche appeal while scaling to meet nationwide demand. Investors will watch how effectively ClayCo translates this funding into market share, especially as the sector continues to attract sizable venture inflows and consumer spending trends remain favorable.
Exclusive: D2C Brand ClayCo Raises ₹30 Cr From Twenty Nine Capital Partners
D2C beauty and personal care brand ClayCo Cosmetics has secured ₹29.99 Cr (about $3.3 Mn) in a fresh funding round from London-based early-stage investment firm Twenty Nine Capital Partners.
The startup’s board allotted 1,529 Series A non-cumulative CCPS of face value of ₹50 each at a premium of over ₹1.96 Lakh to Twenty Nine Capital Partners V Limited Partnership on December 12, 2025, according to its MCA filings accessed by Inc42. The allotment of securities was made on December 23, 2025.
Questions sent to ClayCo founder and CEO Niharika Jhunjhunwala on the funding round didn’t elicit any response till the time of publishing this story.
Founded in 2023 by Jhunjhunwala, ClayCo is a premium skincare brand which claims to seamlessly blend ancient beauty rituals with modern science. Its debut collection was the ‘Rituals of Japan’, which blends Japanese beauty traditions with Indian skincare.
The brand sells products like cleansers, moisturisers, face washes, serums, masks, polishers, glow essences and sponges, among others, via its website, ecommerce marketplaces such as Amazon, Nykaa, Myntra, Tira, and quick commerce platforms like Zepto and Blinkit.
Notably, the BPC startup, which featured in the October 2024 edition of Inc42’s flagship ‘30 Startups To Watch’, previously raised ₹16 Cr in its Series A funding round from Unilever Ventures to boost its branding and expand product portfolio.
With rising digitisation and increasing disposable income, the country’s BPC segment is growing at a rapid pace. According to IMARC, the India skincare market is expected to breach the $17.1 Bn mark by 2033 from $8.4 Bn in 2024.
To tap this opportunity, a number of D2C BPC brands have emerged over the past few years to provide skincare products tailored for specific user needs. Investors are also actively backing these startups, betting on the growing market.
For instance, SkinInspired raised ₹24 Cr (around $2.7 Mn) in its Series A funding round last month to power its research & development (R&D) function and boost marketing efforts. AntiNorm (formerly Antithesis) also raised ₹28 Cr ($3.1 Mn) last month to strengthen its multi-channel presence. as well as accelerate its R&D.
The post Exclusive: D2C Brand ClayCo Raises ₹30 Cr From Twenty Nine Capital Partners appeared first on Inc42 Media.
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