Asaya Raises 28 Crore for Hyperpigmentation Solutions

Asaya, a skincare brand focused on hyperpigmentation, has secured Rs 28 crore (approximately $3 million) in a pre-Series A funding round led by RPSG Capital. Additional investments have come from Suyash Saraf and Anisha Agarwal Saraf, the co-founders of Dot & Key, as well as continuing support from OTP Ventures and Huddle Ventures. The investment will facilitate the establishment of a cutting-edge innovation centre, speed up product development, and enhance distribution efforts.

About Asaya’s Offering

Founded by Neeraj Biyani, Anupam Sinha, and Ritu Malhotra, Asaya currently offers a range of products, including serums, creams, face masks, and treatments specifically designed for hyperpigmentation and uneven skin tone. The company operates on a direct-to-consumer (D2C) model, selling through its own online platforms, quick-commerce services, and select physical retail locations. This strategy enables Asaya to control pricing, uphold transparency, and deliver research-backed solutions straight to customers.

Growth and Innovations

Asaya claims to have achieved an impressive 400% year-on-year growth, fueled by its unique patented molecule, MelaMe, which promises clinically proven results within 14 days and consistently outclasses global beauty brands when tested on Indian skin types.

Future Plans

In the upcoming year, Asaya is set to introduce six new products, including a collection featuring another patented molecule that tackles significant skin concerns in India, developed over a period of 1.5 years of research.

Competitive Landscape

Asaya faces competition from both international leaders such as L’Oréal, P&G, and Unilever, as well as local digital-first brands including Mamaearth, Minimalist, and Dot & Key.