Hyeglo Beauty, a Delhi-based direct-to-consumer makeup brand, has raised Rs 7 crore in a seed funding round led by consumer-focused venture capital firm Sauce, according to Indian Startup News and Entrackr. The round closed just seven months after the brand launched its first products.

Entrackr reports that Giga Capital, Consumer Collective, The Patient Capital and Reckitt's Arjun Purkayastha, SVP and MD for Greater China and North Asia, also participated.

Hyeglo says the fresh funds will go toward research and development, new product launches, brand building and key hires across the team.

Hyeglo is a D2C brand that makes makeup containing active ingredients typically found in skincare, an approach Indian Startup News describes as the "skinification" of makeup formulas, marketed under the tagline "Better Makeup, Built for Skin."

The company claims its products combine clinically tested ingredients, skincare actives and pigments, and says it follows a skin science-led development process informed by dermatologists, including Dr Sonal Tibrewal Garg, an MD in Dermatology.

The current lineup is deliberately tiny: a skin tint called Tintelligence Skin Adaptive Tinted Moisturizer at Rs 1,350, the Better Left Behind Lip Oil Stain at Rs 999 and The Glow-To Lip & Cheek Glow Balm at Rs 799, all sold through the brand's online store with free shipping.

Hyeglo was founded in April 2026 by Kanupriya Ahluwalia, who also serves as CEO, bringing around nine years of beauty industry experience across India and the Middle East with Nykaa, Kay Beauty, Noon and Namshi, Indian Startup News reports.

"Indian women have been asked to choose between makeup that performs and products that are actually good for their skin," Ahluwalia said. "Consumers have become much more aware of the ingredients going into their skincare products, but makeup has largely remained the same."

She told the outlet the startup intends to launch products every month but wants to be selective, insisting each one solve a specific consumer problem.

Sauce partner Yash Dholakia framed the bet around changing consumer expectations, saying Indian consumers have become remarkably sophisticated about skincare and that this expectation is now moving into everything they put on their face.

"Hyeglo is building for that shift with genuine formulation depth," he said, adding that "the most valuable consumer brands create the category they go on to lead."

The round also drew a strategic figure: Entrackr notes Reckitt's Arjun Purkayastha participated personally, a signal that established consumer-goods operators are watching the skin-first makeup space closely.

Hyeglo enters a beauty and personal care segment where VC-backed brands are competing hard for the same young, ingredient-aware customer.

Indian Startup News notes that in August, skincare brand Asaya raised Rs 88 crore in a Series A round at a post-money valuation of Rs 400 crore while running at an annual revenue rate of Rs 100 crore.

The outlet also cites Aditya Birla Capital estimates that India's beauty and personal care market could nearly double from $23 billion in FY26 to $42 billion by FY31, while Redseer puts the market at about $40 billion by 2030, which would make India the world's fourth-largest beauty and personal care market.

With the round closed, Hyeglo plans to widen its range across colour cosmetics and skincare, per Indian Startup News, while Ahluwalia's monthly-but-selective launch cadence suggests the brand will keep testing which skin-first formulas actually resonate.

The company's use of funds — R&D, launches, brand building and hiring — points toward deepening formulation work before scaling shelf presence.

For beauty watchers, the round is a data point on where consumer VC money is flowing: not into broad makeup catalogues, but into narrow, science-led products aimed at shoppers who read ingredient lists.

Whether Hyeglo can carve out share against better-funded rivals like Asaya will be the next story to watch.