Aparna Saxena's Beauty Venture AntiNorm Launches in India

By: WE staff | Tuesday, 1 July 2025

• In India, a new personal care brand called AntiNorm made its official debut
• Founded by Aparna Saxena, an entrepreneur and former Silicon Valley investor
• Aims to make Indian women's daily beauty routines easier and better

AntiNorm, a brand new-age private care founded by way of former Silicon Valley investor Aparna Saxena, has launched in India with an assignment to simplify and increase splendor workouts for Indian girls.

After years of studies and development, the logo introduce high-performance, multifunctional products that address the precise needs of Indian consumers—factoring in challenges like pollution, humidity, and heat. Rejecting the litter of complicated splendor exercises, AntiNorm specializes in necessities that deliver seen outcomes with minimum steps.

"Bye-Bye, Blow-Dry," a one-step hair hydrator that reduces frizz and adds shine; "High & Dry," a simple seven-ingredient dry shampoo that revitalizes and volumizes; and "Fuller without Filler," a plumping, moisturizing lip treatment with a subtle gloss, are the three multipurpose products in the debut line that are made for everyday convenience.

Aparna approaches beauty with a solutions-driven approach, drawing on her experience in tech investing and product strategy to provide useful, straightforward products for women who appreciate performance and efficiency.

In order to make the brand stand out, AntiNorm collaborated with branding firm Strategy to create a bold, unambiguous visual identity that conveys the advantages of the product right away without requiring consumers to interpret complicated claims. With ₹5 crore in pre-seed funding from Rukam Capital and V3 Ventures, the brand is ready to upend the Indian beauty market with smart, eco-friendly products that are made for everyday use.

With a small, dynamic staff, AntiNorm is more than just another cosmetics brand; it's a novel interpretation of beauty that is efficient, uncomplicated, and genuinely tailored for contemporary Indian women.