Haircare startup Xtovia has secured Rs 6.9 crore in a pre-seed funding round led by V3 Ventures, with participation from Consumer Collective by Atrium and a group of angel investors.

The newly raised capital will be used to strengthen the company’s intellectual property portfolio, expand its core team, support its market launch, and accelerate growth initiatives.

Founded in 2025 by Navneet Misra and Dr. Madhu, Xtovia is building a premium haircare brand focused on addressing structural hair damage through science-backed formulations. The startup is developing its products around proprietary technology created through in-house research and development conducted in India.

At the center of Xtovia’s product portfolio is its proprietary TriLayerX Hair Tech, a technology designed to strengthen the hair core, repair damaged cuticles, and restore the natural lipid layer that protects hair from damage. According to the company, this technology has been developed through extensive research involving more than 1,500 product iterations, over 35 in-vitro and clinical studies, 500 consumer validations, and four global patent applications.

Xtovia claims that its formulations have demonstrated up to 20% higher efficacy than leading international bond-repair haircare brands during clinical testing, highlighting the company’s focus on innovation and performance-driven products.

Currently, the startup sells its products through its direct-to-consumer (D2C) platform. It also plans to expand its presence across additional online marketplaces and distribution channels in the coming months to reach a wider consumer base.

Looking ahead, Xtovia intends to broaden its product portfolio, strengthen its team, and increase investments in brand-building and consumer education. The company also aims to establish itself as a global Indian beauty brand by exporting innovation-led haircare products developed in India to international markets.

The funding comes at a time when India’s beauty and personal care industry is witnessing growing demand for science-backed and premium haircare solutions, creating new opportunities for homegrown brands focused on research and product innovation.

-By Shivani Solanki