Real estate giant M3M’s family office has invested $20 million in Kult, a tech-driven beauty discovery platform, securing a 55% equity stake. The move comes at a time when India’s beauty and personal care sector is undergoing rapid growth.

Payal Kanodia and Aishwarya Bansal, members of the M3M promoter family, have joined Kult’s board. The platform was co-founded by Karishma Singh and Ruchika Pallavi.

Of the total investment, $8 million has already been deployed. India’s beauty and personal care market is expected to reach $30 billion by 2027, with the online segment accounting for approximately $10 billion. Based in Mumbai-Thane, Kult is positioned to compete with major players like Nykaa, Purplle, and MyGlamm by catering to the increasing demand for customised skincare products and expert beauty services.

This strategic investment signals a broader shift by M3M’s family office towards supporting innovative start-ups across multiple sectors.

Kult is aiming to carve out a niche with its AI-powered, personalised skincare recommendations and inclusive, visual-first shopping experience. The platform leverages artificial intelligence to suggest skin-specific products and showcases how items look on diverse Indian skin tones. Additionally, a panel of dermatologists and cosmetologists will advise customers by evaluating product ingredients to determine suitability—an offering currently unique in the market.

The funding will help Kult onboard 700 premium global beauty products and scale up to processing over 10,000 orders daily by the end of 2025. The average order value stands at ₹2,000.

The brand also plans to introduce exclusive beauty labels from countries like the US, UK, Korea, Japan, and France, giving it a competitive edge over existing platforms. Kult’s workforce will expand to over 200 professionals across departments such as sourcing, engineering, product development, and user experience.