In one of the latest D2C news India updates and a strong signal in D2C funding news, Clayco Cosmetics, a premium direct-to-consumer India skincare brand, has secured ₹29.99 crore ($3.3 million) in a Series A funding round led by London-based Twenty Nine Capital Partners. The round marks a significant milestone for the 2023-founded startup and reinforces investor confidence in India’s rapidly expanding D2C beauty and skincare India segment.
Founded by Niharika Jhunjhunwala, Clayco Cosmetics operates as a premium D2C brand focused on building high-quality skincare solutions for modern consumers. The startup’s board allotted 1,529 Series A non-cumulative Compulsorily Convertible Preference Shares (CCPS) at a premium of ₹1.96 lakh per share on December 23, 2025, raising ₹29.99 crore in fresh capital. This Series A funding India transaction positions Clayco among the latest D2C startups attracting global capital in India’s D2C ecosystem India.
The ₹29.99 crore ($3.3 million) Series A funding from Twenty Nine Capital Partners will enable Clayco Cosmetics to scale operations, invest in product innovation, strengthen R&D, and significantly ramp up brand marketing. The company also plans to expand its omnichannel D2C strategy by broadening distribution across key digital platforms such as Amazon, Nykaa, Myntra, Tira, Zepto, and Blinkit, while enhancing its offline presence. This expansion aligns with ongoing D2C expansion plans seen across the D2C business India landscape.
India’s D2C beauty market is witnessing strong tailwinds driven by rising disposable incomes, increasing skincare awareness, influencer marketing for D2C, and social media-led consumer education. As D2C consumer behavior India shifts toward ingredient-conscious and premium formulations, D2C brands India like Clayco are positioning themselves to capture sustained D2C revenue growth. The funding round underscores broader D2C market trends 2025, where VC-backed D2C brands are prioritizing product differentiation, brand storytelling, and omnichannel reach.
Clayco’s strategy reflects a disciplined D2C business model India approach: invest in R&D, strengthen supply chain operations, and build a long-term brand rather than relying solely on discount-led growth. By focusing on premium positioning and high-engagement categories, the brand is tapping into a segment that continues to show strong traction within D2C industry news and Indian D2C updates.
The investment also signals continued global investor interest in Direct-to-consumer India startups, particularly in high-potential verticals like D2C personal care brands and D2C wellness startups. As more private equity in D2C and Series A/B/C funding India rounds flow into beauty and skincare, Clayco’s fundraise contributes to the narrative of top funded D2C brands emerging from India’s evolving ecosystem.
With this fresh capital, Clayco Cosmetics is set to accelerate product launches in D2C India, deepen consumer engagement, and scale its presence across both metro and emerging markets. In the broader context of What’s happening in India’s D2C space today and India’s D2C market news and insights, the company’s Series A marks another strong chapter in D2C startup news and reinforces the optimism surrounding premium skincare in India.
As D2C brands scaling in 2025 continue to combine innovation, distribution depth, and disciplined brand building stories, Clayco Cosmetics stands poised to strengthen its footprint in India’s fast-growing D2C ecosystem India and contribute meaningfully to the next phase of D2C beauty growth.
