Antithesis, a beauty and personal care brand, raised Rs 5 crore (approximately $582K) in a pre-seed round led by Rukam Capital and V3 Ventures.

The proceeds will be used to fund the company's growth as a digital-first beauty company, product innovation, market and distribution channel expansion, as well as to strengthen its brand presence in the personal care industry.

Aparna Saxena founded Antithesis, which treats beauty and personal care products like technology, allowing for continuous innovation and feature expansion in response to consumer feedback and emerging trends.

Rukam Capital, which has a history of supporting high-growth consumer brands, has previously invested in Beco, Sleepy Owl, Yoho, GO Desi, upliance.ai, and Indus Valley, among others. 

V3 Ventures is a founder-led early-stage fund supported by the Verlinvest group that invests in disruptive consumer companies around the world, including Kuku FM, Go Zero, Dil Foods, Ugaoo, and Deconstruct. 

Antithesis also receives additional funding to strengthen its digital first strategy by expanding its offerings across multiple distribution channels. For today's consumers, the brand will launch innovative and captivating new products. The company intends to use market trends and consumer insights to establish itself as a leader in the beauty and personal care sector.

The funding highlights the attractiveness of India's beauty and personal care market to investors, who are also becoming more interested in nations where new technology is influencing consumer preferences and behavior.