ClayCo Raises $3.3 Mn to Scale Global Beauty Rituals for Indian Consumers

Mumbai-based skincare brand ClayCo. Cosmetics Private Limited has raised $3.3 million (approximately ₹30 crore) in fresh funding from London-based Twenty Nine Capital Partners, according to regulatory filings disclosed this week. The investment comes less than 18 months after the brand’s launch and marks a significant milestone in ClayCo’s rapid growth journey.

Founded in March 2024 by Niharika Jhunjhunwala, an alumna of the London School of Economics and Political Science (LSE), ClayCo was born out of a simple but powerful idea: bringing time-tested global beauty rituals to Indian consumers through modern skincare science. Jhunjhunwala, who previously built the subscription-based beauty platform Sugarbox, drew inspiration from her post-pandemic travels across Japan, Korea, Morocco, and other cultural hubs known for their rich skincare traditions.

ClayCo’s flagship collection, “Rituals of Japan,” has played a central role in establishing the brand’s identity. Its standout product, the Rice and Sake Sleep Mask, inspired by Japanese beauty practices, has sold over 100,000 units since launch. The product has emerged as a bestseller in the night cream category across leading platforms such as Amazon, Nykaa, and Tira, reflecting strong consumer demand for culturally inspired, results-driven skincare.

Operating on a direct-to-consumer (D2C) model, ClayCo sells through its own website while also leveraging major e-commerce marketplaces and quick commerce platforms like Zepto and Blinkit. This omnichannel strategy has helped the brand reach urban, digitally native consumers seeking premium skincare that is authentic and convenient.

The newly raised capital will be used to expand product innovation, strengthen brand storytelling, scale marketing efforts, and deepen ClayCo’s presence across digital and quick commerce channels. With Indian consumers increasingly gravitating toward global beauty trends paired with clean formulations and cultural relevance, ClayCo is well-positioned to ride the next wave of premium skincare growth.

As ClayCo continues to blend heritage-inspired rituals with contemporary science, the brand’s latest funding round underscores growing investor confidence in India’s evolving beauty and personal care ecosystem, and in ClayCo’s ability to lead it with purpose and performance.