Moxie Beauty
Moxie Beauty is an India-based D2C haircare brand that formulates and sells clean, vegan haircare products specifically engineered for Indian hair types, weather, and habits, distributed through its own website, Nykaa, Amazon, and Blinkit.
- Company typePrivate
- Founded2023
- HeadquartersGurugram, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moxie Beauty does
Moxie Beauty, operated by Beyoutiful Consumer Ventures Pvt Ltd, is an Indian direct-to-consumer haircare brand founded in November 2023 by Nikita Khanna and Anmol Ahlawat and headquartered in Gurugram. The company designs, formulates, and sells clean, vegan, cruelty-free haircare products engineered specifically for Indian hair types, weather conditions (humidity, hard water, monsoon), and styling habits, rather than adapting global formulations. Its product portfolio is organised into six specialised ranges — Wave Enhancing, Curl Defining, Scalp Reviving, Frizz Fighting, HydroRepair (Damage Repairing), and Style Sculpting — comprising over 30 SKUs plus multi-step routine kits, with proprietary technical differentiators including an AHA-BHA scalp detox pre-wash treatment, a hyaluronic acid-based hair repair line, an SPF 35 hair serum, and an internal blacklist of 1,400+ excluded ingredients.
Moxie's commercial model is a D2C-plus-marketplace hybrid, with primary distribution through moxiebeauty.in (Shopify), Nykaa, Amazon India, and Blinkit, and planned expansion into offline retail and salon partnerships. Products are priced at a premium tier ranging from ₹435 to ₹1,925, with routine kits commanding higher AOVs and promotional discounts of 17–26%; free gifts and free shipping are layered above ₹599 to lift average order value. Marketing relies on organic social (Instagram, Facebook, YouTube, Vimeo, LinkedIn), a co-creator community called Moxieverse, and content marketing through blogs and how-to guides.
The company has scaled rapidly: it crossed INR 100 crore (~$11 million) in annual recurring revenue within two years of launch, quadrupled monthly revenue between November 2024 and December 2025, and now has 10 products ranked as bestsellers on Nykaa and Amazon. It is venture-backed, having raised a $2.1M seed round in July 2024 led by Fireside Ventures and a $15M Series A in December 2025 led by Bessemer Venture Partners, with cumulative funding of approximately $17.1M.
Moxie Beauty firmographics
Firmographics- Name
- Moxie Beauty
- Legal name
- Beyoutiful Consumer Ventures Pvt Ltd.
- Website
- https://moxiebeauty.in
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Moxie Beauty is an India-based D2C haircare brand that formulates and sells clean, vegan haircare products specifically engineered for Indian hair types, weather, and habits, distributed through its own website, Nykaa, Amazon, and Blinkit.
- Ownership category
- akta.pro rank
Moxie Beauty industry classification
Industry- Product category
- Hair Care Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Shampoo & Scalp Cleansers (CRABABAA)
- akta.pro secondary industries
- Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)
Keywords
Where Moxie Beauty is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Moxie Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: D2C haircare brand generating revenue through direct sales of shampoos, conditioners, serums, styling products, and routine kits to consumers. Products are sold at price points ranging from ₹435 to ₹1,925 per item. The company crossed Rs 100 crore ARR within two years of launch.
- Marketplace Sales: Revenue generated through third-party e-commerce platforms including Nykaa, Amazon, and Blinkit where products are listed and sold to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Unit Pricing | Pay-as-you-go | Jumbo/Value Sizes |
| Unit Pricing | Pay-as-you-go | Routine Kits and Combos |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
Moxie Beauty product offering
Product offeringCore offering
Moxie Beauty manufactures and sells clean, salon-grade haircare products including shampoos, conditioners, hair masks, hair oils, scalp treatments, serums, styling gels, wax sticks, heat protection sprays, and dry shampoos. Products are intentionally formulated for Indian hair types, weather (humidity, hard water), and styling habits, and are organized into specialized ranges for wavy, curly, damaged, frizz-prone, and scalp-concerned hair.
Product overview
Moxie Beauty is a direct-to-consumer haircare brand founded in 2023 and headquartered in Gurugram, India, specializing in clean, salon-grade haircare products intentionally formulated for Indian hair types, weather conditions, and habits. The company offers multiple specialized product lines organized by hair type and concern: the Wave Enhancing Range (shampoos, conditioners, leave-in conditioners, and styling gels for wavy hair), Curl Defining Range (products for curly hair including curl cream and serum gel), Scalp Reviving Range (4-step scalp care system with pre-wash treatments, shampoos, and serums for dandruff), Frizz Fighting Range (serums with SPF 35, masks, and styling products for frizz control), HydroRepair Damage Repairing Range (hyaluronic acid-based products for damaged, colour-treated, and heat-stressed hair), and Style Sculpting Range (finishing sticks, wax, dry shampoo, and heat protection). Core products include the Gentle Cleansing Shampoo, Ultra Hydrating Conditioner, Weightless Leave-In Conditioner, Flexi Styling Serum Gel, Super Defining Curl Cream, Frizz Fighting Hair Serum (SPF 35), Deep Dive Hair Mask, and Oil Mighty Strengthening Hair Oil. Products are sold through their Shopify e-commerce store (moxiebeauty.in) and third-party marketplaces including Nykaa, Amazon, and Blinkit.
Differentiator
Problem solved
Functional benefit
Products and services
- Wave Enhancing Range
Quantifiable outcome
- Hair is 1.5x stronger as per lab analysis (wavy routine)
- +7 more outcomes
Companies that use Moxie Beauty
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Moxie Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Moxie Beauty partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights6 records
Moxie Beauty competitors and assessment
Company assessmentDirect peers
- Mamaearth (Honasa Consumer): Mamaearth is India's largest D2C beauty and personal care brand with a strong haircare portfolio, omnichannel distribution, and premium clean-beauty positioning that closely mirrors Moxie's D2C playbook, target consumer, and marketplace-led GTM motion.
- WOW Skin Science: WOW is a leading Indian D2C brand with a flagship apple cider vinegar shampoo and broader haircare range. It competes directly with Moxie on Nykaa and Amazon, targeting similar Indian consumers seeking affordable, nature-derived haircare.
- Juicy Chemistry: Juicy Chemistry is an Indian clean-beauty brand selling organic, certified formulations across skincare and haircare. It is a direct competitor to Moxie in the clean, science-backed, premium-priced Indian personal care segment.
- Plum: Plum is an Indian vegan, cruelty-free beauty brand with significant haircare presence on Nykaa and Amazon. It is closely comparable to Moxie on positioning, target demographic, omnichannel GTM, and price-point ladder.
Emerging players
- Pilgrim: Pilgrim is a fast-growing Indian D2C beauty brand that has expanded into haircare with clean-beauty, actives-led formulations. It is comparable to Moxie as a younger, venture-backed competitor targeting similar premium-seeking Indian consumers online.
- Minimalist: Minimalist is an Indian D2C brand known for actives-driven skincare that is expanding into haircare. It shares Moxie's science-led, ingredient-transparent, premium positioning and online-first distribution approach.
- SUGAR Cosmetics: SUGAR is a venture-backed Indian omnichannel beauty brand with an expanding haircare line. Its strong marketplace presence and offline retail push make it a useful comparable for Moxie's planned omnichannel expansion.
Broad incumbents
- L'Oréal Paris India: L'Oréal Paris is a global haircare leader with deep Indian distribution, R&D depth, and premium mass positioning. It is a broad incumbent whose potential India-specific textured launches represent the largest competitive threat to Moxie's niche.
- Marico (Parachute, Livon): Marico is a leading Indian FMCG company with iconic haircare brands including Parachute hair oil and Livon serum. It is a broad incumbent competitor with unmatched offline distribution and significant R&D capability that Moxie's premium positioning challenges.
- Dabur (Vatika): Dabur is a major Indian FMCG player with Vatika as a flagship naturals haircare brand. It represents the traditional mass-market haircare positioning Moxie is seeking to disrupt with its specialized, science-backed formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Moxie Beauty social profiles
Digital presenceMoxie Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moxie Beauty leadership team
Management profileNumber of profiles
Profiles2 records
Moxie Beauty funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moxie Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moxie Beauty
What does Moxie Beauty do?
Moxie Beauty manufactures and sells clean, salon-grade haircare products including shampoos, conditioners, hair masks, hair oils, scalp treatments, serums, styling gels, wax sticks, heat protection sprays, and dry shampoos. Products are intentionally formulated for Indian hair types, weather (humidity, hard water), and styling habits, and are organized into specialized ranges for wavy, curly, damaged, frizz-prone, and scalp-concerned hair.
Is Moxie Beauty a public or private company?
Moxie Beauty is a private company. It is classified as venture growth investor backed and is currently operating.
When was Moxie Beauty founded?
Moxie Beauty was founded in 2023. It employs 1 to 10 people.
Where is Moxie Beauty based?
Moxie Beauty is headquartered in Gurugram, India, in the Asia region.
How does Moxie Beauty make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are marketplace Sales.
Who are Moxie Beauty's main competitors?
Direct peers on record are Mamaearth (Honasa Consumer), WOW Skin Science, Juicy Chemistry and Plum. Emerging players are Pilgrim, Minimalist and SUGAR Cosmetics. Broad incumbents are L'Oréal Paris India, Marico (Parachute, Livon) and Dabur (Vatika).
Does Moxie Beauty have an API?
No public API is recorded for Moxie Beauty.
What industry is Moxie Beauty in?
Moxie Beauty's product category is Hair Care Products. Its primary akta.pro industry code is CRABABAA, Shampoo & Scalp Cleansers, with a secondary code of CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.