AntiNorm, a new-age beauty brand founded by former Silicon Valley investor turned entrepreneur Aparna Saxena, is officially launching in India with a mission to simplify personal care for Indian women. Built for time-starved consumers, AntiNorm offers high-performance, multifunctional essentials designed to cut through the clutter of traditional beauty routines.

With over two years of research and development, AntiNorm’s products are clean, conscious, and tailored for Indian skin, hair, and climate challenges like pollution, humidity, and heat. The brand is driven by a clear philosophy: less product, more impact.

Its debut collection features three smart multitaskers:

• Bye-Bye, Blow-Dry – hydrates, controls frizz, and adds shine
• High & Dry – a 7-ingredient dry shampoo that refreshes, volumizes, and texturizes
• Fuller without Filler – a lip treatment that plumps, moisturizes, and glosses

Aparna Saxena brings a product-first mindset shaped by her background in tech investing and brand strategy. After working with startups and venture capital in Silicon Valley and India, she returned home with a sharp insight: most beauty products don’t solve real problems for Indian women. AntiNorm is her answer to that gap—purpose-built to meet everyday needs without unnecessary steps or overhyped claims.

Knowing that brand clarity would be key in a crowded market, Aparna partnered with branding and design studio Stratedgy to shape AntiNorm’s visual and verbal identity—balancing bold design with everyday functionality.

“We were drawn into Aparna’s no-BS approach immediately,” says Kruti Berawala, Co-founder at Stratedgy. “This wasn’t just another sassy beauty label—it was about solving real problems for real women.”

“The design demands attention, and the packaging tells the story at a glance,” adds Krupa Sheth, Creative Head and Co-founder. “Busy women can immediately understand what each product does and why it matters—no decoding required.”

With ₹5 crore in pre-seed funding co-led by Rukam Capital and V3 Ventures, and a lean team ready to scale, AntiNorm is set to carve out a new space in India’s beauty landscape—clean, intelligent, and made for women who do it all.