Kult, the Gurugram-based beauty-tech startup, has made headlines by raising over ₹170 crore ($20 million) in a Series A funding round. The investment was led by Dr. Payal Kanodia and Aishwarya Bansal of the M3M Family Office, with participation from early-stage investor Venture Catalysts. Both Kanodia and Bansal will now join Kult’s board, bringing strategic direction and operational expertise at a crucial time for the company.
What Does Kult Do?
Kult, founded by Karishma Singh and Ruchika Pallavi, is redefining how Indians discover and shop for beauty products. The platform uses artificial intelligence to offer deeply personalised skincare recommendations. By analysing user data and expert insights, Kult helps users find products tailored to their unique skin needs-moving beyond the “one-size-fits-all” approach that dominates the market.
A standout feature is Kult’s visual catalogue, which showcases products on a diverse range of Indian skin tones. This not only builds trust but also makes online beauty shopping more inclusive and accurate. Backed by a panel of over 300 global beauty experts, Kult ensures every recommendation is both data-driven and expert-approved.
“We’ve built Kult to be a technology-first solution that makes beauty easier to navigate and more inclusive for Indian users. This is about simplifying discovery through personalisation-because beauty should work for you, not the other way around,” said co-founders Singh and Pallavi.
Meeting India’s Demand for Personalisation
Indian consumers, especially Gen Z, are now demanding products that match their specific skin types, hair textures, and personal styles. With global and local beauty brands flooding the market, the choices can be overwhelming. Kult addresses this by curating a selection of over 700 premium products from India and abroad-including exclusive brands not easily available to Indian shoppers.
The app’s AI engine goes beyond standard filters, offering recommendations that truly fit each user’s profile. Expert vetting ensures only high-quality products make it to the catalogue, further boosting confidence for shoppers.
How Will the Funds Be Used?
Kult plans to use the new capital to:
- Expand its product range to over 700 premium beauty products
- Grow its team by hiring more than 200 professionals across sourcing, engineering, product development, and user experience
- Scale operations to process over 10,000 daily orders by the end of 2025
- Target a Gross Merchandise Value (GMV) of ₹650–700 crore for the current fiscal year
The company currently operates at a healthy margin of over 35% and is focused on rapid expansion across India.
The Road Ahead
With the Indian beauty and personal care market projected to reach $30 billion by 2027, and the online segment booming, Kult is set to compete with established players like Nykaa, Purplle, and MyGlamm. Its tech-first, customer-centric approach aims to make beauty shopping more relevant, accessible, and enjoyable for every Indian consumer.