Skincare startup Asaya is strengthening its science-led approach as it scales in India’s competitive beauty and personal care market, focusing on research, clinical validation, proprietary innovation, and products developed specifically for melanin-rich Indian skin.
Founded by Eeta Sharma, along with Paper Boat’s former co-founder Neeraj Biyani and Mandeep Singh Bhatia, Asaya has grown fivefold over the past year, with its user base crossing 5 lakh customers. The brand has built its early portfolio around hyperpigmentation and other skincare concerns relevant to Indian consumers.
Rather than relying primarily on celebrity endorsements or influencer-led marketing, Asaya is betting on scientific research as its core differentiator. The company is investing in research and development capabilities, clinical studies, and product innovation as it works to build a durable skincare brand in an increasingly crowded market.
A key part of the strategy is developing proprietary active molecules and delivery systems based on Indian skin physiology. By building intellectual property around these solutions, Asaya aims to create deeper product differentiation and strengthen its long-term position in India’s fast-growing D2C beauty and skincare ecosystem.
The brand is also expanding beyond its core hyperpigmentation serums into adjacent skincare categories. Its growing portfolio includes night creams and products targeting more complex pigmentation concerns, allowing Asaya to address a broader range of consumer needs while maintaining its focus on melanin-rich skin.
Distribution is emerging as another important growth engine. Amazon and Nykaa remain Asaya’s largest online channels, while Blinkit contributes around 17% of the company’s revenue, highlighting the growing role of quick commerce in beauty and personal care. Digital channels will continue to remain central to the brand’s growth strategy.
Asaya is also preparing to enter offline retail within the next few months. The company is building its distribution team ahead of the expansion, marking the next step in its omnichannel journey while continuing to prioritise its digital presence.
The company has raised ₹43 crore to date and is preparing for its next phase of growth, with plans to further strengthen R&D, clinical validation, product innovation, and offline expansion.
As India’s beauty and personal care industry witnesses increasing competition and consolidation, Asaya is taking a focused approach: building around science rather than chasing scale alone. With fivefold growth, more than 5 lakh customers, growing quick commerce traction, and offline expansion ahead, the brand is positioning scientific research and proprietary innovation at the centre of its long-term growth strategy.
Source: Based on reporting by BusinessLine, with additional editorial adaptation and analysis.
