Influencers launch VC-backed D2C brands
Social media influencers are starting consumer brands in areas like skincare and supplements, attracting major venture capital investment.
Social media creators are launching venture-backed consumer brands, according to a report by the Economic Times. Influencers in beauty, food, fashion, and supplements are turning their online followings into funded startups. This mirrors a broader trend where public figures, from sports stars to film celebrities, leverage their fame to build businesses.
Beauty creator Himi Khandelwal, known as The Skintellectual Girl, has raised about Rs 8 crore for her skincare brand Pruf at a pre-money valuation of Rs 22 crore. The funding round was led by DSG Consumer. Chef Sanjyot Keer, with over 7 million YouTube followers on Your Food Lab, raised Rs 40 crore for his home appliance brand Curaa in a round led by 3one4 Capital.
Recent Funding Rounds
Details of several influencer-led funding rounds were reported. The figures show a range of valuations and investor interest, creating a competitive landscape.
| Influencer / Creator | Brand | Category | Amount Raised | Key Investors |
|---|---|---|---|---|
| Himi Khandelwal | Pruf | Skincare | ~Rs 8 crore | DSG Consumer, All In Capital, angel investors |
| Sanjyot Keer | Curaa | Home Appliances | Rs 40 crore | 3one4 Capital |
| Kusha Kapila | Underneat | Shapewear | ~$7 million | Fireside Ventures, Alteria Capital |
| Gaurav Taneja | Beastlife | Supplements | Rs 20 crore (April) | GVFL, Equentis |
Instagram influencer Kusha Kapila's shapewear brand Underneat has raised almost $7 million from Fireside Ventures and Alteria Capital over the past year. Separately, vlogger Gaurav Taneja's supplement brand Beastlife is in talks to raise Rs 80 crore, sources said. It previously raised Rs 20 crore at a Rs 320 million valuation in April.
Himi Khandelwal explained her brand's focus, stating that a significant part of the capital is allocated to formulation, testing, and R&D.
The Creator Advantage
Investors see a strategic benefit in backing influencers who launch products. Vinay Singh of Fireside Ventures commented that for any niche or emerging category, combining a great product with direct community access through the creator is an excellent strategy.
Creators typically build products in their own content niches. Sanjyot Keer started Curaa after a decade of food content. His role extends beyond marketing into product research and development, drawing on his professional kitchen experience and social media interaction.
Building Trust in New Categories
Health influencer Revant Himatsingka, known as FoodPharmer, launched his clean-label protein brand Only What’s Needed in 2025. He cited consumer mistrust as a key reason, claiming about 40% of the brand's users are first-time protein buyers.
Analysts caution that a follower base only provides initial hype. A brand's long-term success depends on product quality, said observers of the direct-to-consumer segment. Renu Bisht of Commercify 360 noted the infrastructure is now in place, with many celebrities and creators launching their own D2C brands as VC funds and formulators can be accessed in India.
The report states the trend extends beyond social media to Bollywood celebrities like Shraddha Kapoor, Kriti Sanon, and Samantha Prabhu, who have also co-founded or backed consumer brands.
