AntiNorm, a beauty brand, announced its launch to offer high-performance, multifunctional essentials designed to cut through the clutter of traditional beauty routines.
AntiNorm aims to reshape the personal care space by unlocking the untapped potential of a single product, pushing beyond traditional boundaries.
AntiNorm treats beauty and personal care products like technology products, allowing for continuous innovation and feature expansion based on consumer feedback and emerging trends.
With over two years of research and development, AntiNorm claims that its products are clean, conscious, and tailored for Indian skin, hair, and climate challenges like pollution, humidity, and heat. The brand is driven by a clear philosophy: less product, more impact.
Its debut collection features three smart multitaskers:
- Bye-Bye, Blow-Dry – hydrates, controls frizz, and adds shine
- High & Dry – a 7-ingredient dry shampoo that refreshes, volumizes, and texturizes
- Fuller without Filler – a lip treatment that plumps, moisturizes, and glosses
Founded in 2024 by Aparna Saxena, AntiNorm (previously Antithesis) has raised ₹5 crore in pre-seed funding co-led by Rukam Capital and V3 Ventures.
