When Truth & Hair walked into Shark Tank India Season 5, it wasn’t just another beauty brand pitch—it was a deeply personal story about identity, acceptance, and rethinking how Indians care for their hair. Founded by Saumya Alagh and Shailesh Singh, the brand secured a ₹2.5 crore investment for 25% equity from Varun Alagh (Mamaearth), marking a defining moment in its journey.
In an exclusive conversation with Indian Startup Times, Saumya Alagh opened up about the struggles that shaped Truth & Hair, the emotional moment that sparked the brand’s philosophy, and how texture-first, science-led haircare is redefining India’s beauty landscape.
A Personal Struggle That Sparked a Movement
Truth & Hair’s origins go back to 2018, long before Shark Tank, when Saumya was running a curated marketplace called NYNM (Naturally You and Me). At the time, India had almost no brands catering to curly or textured hair. Products claimed to work for “all hair types,” but for people with curls, waves, or frizz, nothing truly worked.
Saumya, who has naturally curly hair, had spent years chemically straightening it—something she admits took a toll on both her hair health and self-confidence. The turning point came after she became a mother.
“One day, my daughter asked me why I was doing this to my hair,” Saumya recalls. “I didn’t have an answer. That question made me realise I wasn’t embracing my natural self.”
That moment triggered years of research into scalp science, hair texture, and global beauty trends. While studying international markets—especially in the US—Saumya noticed how deeply hair texture was understood and respected. India, she realised, was still far behind.
From NYNM to Truth & Hair: Identifying the Real Gap
NYNM became India’s first platform to introduce international curly hair brands and build a dedicated curly hair community. But as the business grew, so did a crucial insight: curly hair alone was too niche.
Customers with wavy and straight hair kept asking for lighter, texture-appropriate products. Curly formulations were too heavy, and no Indian brand was truly addressing the spectrum of hair textures.
That gap led to the birth of Truth & Hair—a brand built around straight, wavy, and curly-specific formulations, grounded in scalp science and clean beauty principles. The company launched with texture-based shampoos and conditioners before expanding into hair makeup and styling.
The Hair Mascara That Changed Everything
While the texture-based range found early traction, it was Truth & Hair’s Hair Mascara that emerged as the hero product—both on Shark Tank and in the market.
Developed from Saumya’s own struggle with frequent grey hair touch-ups, the product offers a quick, salon-free solution for root coverage.
“Every 15 days, I had to spend time and money at the salon,” she explains. “There had to be a simpler, more affordable fix.”
Launched in July, the hair mascara gained organic traction even before Shark Tank, with minimal marketing. During the pitch, Sharks immediately recognised its uniqueness, with Namita Thapar noting she had only seen similar products internationally.
The product’s versatility—working across hair textures, including curly hair—helped it stand out as a mass-market yet innovation-led solution.
Inside the Shark Tank: Feedback That Mattered
For Saumya, the toughest moments in the tank weren’t confrontational questions but constructive feedback—especially from Vineeta Singh, who encouraged her to show up more as a trichologist and educator through brand content.
“That feedback stayed with me,” Saumya says. “We’re actively working on building more science-led, educational content around hair and scalp health.”
Ultimately, the founders accepted Varun Alagh’s offer—not just for capital, but for his deep expertise in distribution, scaling, and brand-building, honed through Mamaearth’s journey.
Educating India Without Overcomplicating It
While texture-based haircare once required heavy consumer education, Saumya believes the market has matured.
“Thanks to the growth of curly hair brands, awareness is already there,” she explains. “We’ve simply made it easier—straight hair uses this, wavy uses that, curly has its own routine.”
This simplicity, combined with premium aesthetics and clean formulations using ingredients like hyaluronic acid and collagen, has helped Truth & Hair balance performance with scalability.
Life After Shark Tank
The Shark Tank effect was immediate and dramatic—5–6x growth in website traffic, nearly 4x revenue growth, and a surge in brand visibility. Beyond numbers, Saumya describes an emotional wave of reconnecting with people from her past and receiving heartfelt messages from viewers who resonated with her story.
What’s Next for Truth & Hair?
The brand is now doubling down on hair beauty and hair makeup, categories still underdeveloped in India. With 5–6 new product launches planned for 2026, Truth & Hair is investing heavily in R&D, innovation, and styling solutions that go beyond traditional shampoos.
Advice for Founders Eyeing Shark Tank
Saumya’s advice is grounded in experience:
- Have 6–8 months of runway before applying
- Know your numbers inside out
- Be honest about your business
- And most importantly—don’t stop applying
“Rejection is part of the journey,” she says. “Keep building, keep learning, and don’t give up.”
Interview Conducted By: Arushi Agarwal
