Ustraa
Ustraa is an India-based D2C men's grooming brand selling hair care, beard care, skincare, fragrances, and grooming tools via its own e-commerce platform, apps, and subscriptions. Founded 2015, it is a wholly-owned subsidiary of VLCC Limited.
- Company typePrivate
- Founded2015
- HeadquartersNew Delhi, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ustraa does
Ustraa is an India-based direct-to-consumer men's grooming brand founded in 2015 and headquartered in New Delhi, operating under Happily Unmarried Marketing Pvt. Ltd as a wholly-owned subsidiary of VLCC Limited (acquired circa 2020). The company sells a comprehensive portfolio of personal care products exclusively for men, organized across hair growth (Hair Growth Vitalizer, Hair Growth Cream, Ayurvedic Hair Oil, Anti Hair Fall Shampoo), beard care (Beard Growth Oil, Beard Wash), fragrances (EDP perfumes such as Insignia, Malt, Barood, Daaku; colognes; deodorants), skincare (Vitamin C Face Serum, De-Tan kits, face washes), body care, hair styling products, soaps, and grooming hardware including the Chrome Lithium Powered Beard Trimmer. Product formulations combine Ayurvedic and Unani ingredients with modern cosmetic actives such as Redensyl, and are marketed as sulphate- and paraben-free.
The business operates exclusively through proprietary digital channels — the ustraa.com storefront, dedicated Android and iOS mobile apps, and a subscription service offering up to 40% savings on recurring orders — with pan-India doorstep delivery and no documented physical retail or third-party marketplace presence. Pricing spans Rs 148 entry-level deodorants to Rs 3,322 premium trimmers, supported by a digital-first GTM that emphasizes content marketing (grooming tips, how-to-use videos), SEO, store-credit loyalty (10% cashback), and promotional coupons. Customer segments are organized horizontally across hair care, beard care, skincare, fragrance, body care, and grooming tools.
For FY25, Ustraa reported revenue of Rs 73 crore, a 22% YoY decline representing the second consecutive year of contraction post-acquisition by VLCC. Losses narrowed 72% to Rs 14 crore through cost reductions. The September 2022 funding round (~$2.1M, led by Info Edge Ventures with IIFL Seed Ventures, Wipro Consumer Care Ventures, and Wipro Enterprises) is the only documented external capital raise. Recent strategic emphasis has shifted toward the higher-margin fragrance category and disciplined cost management within a domestic Indian men's grooming market projected to grow from $2.3B (2024) to $4.3B by 2033.
Ustraa firmographics
Firmographics- Name
- Ustraa
- Legal name
- Happily Unmarried Marketing Pvt. Ltd
- Website
- https://ustraa.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ustraa is an India-based D2C men's grooming brand selling hair care, beard care, skincare, fragrances, and grooming tools via its own e-commerce platform, apps, and subscriptions. Founded 2015, it is a wholly-owned subsidiary of VLCC Limited.
- Ownership category
- akta.pro rank
Ustraa industry classification
Industry- Product category
- Men's Grooming Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF)
- akta.pro secondary industries
- Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE), Men’s Deodorants & Antiperspirants (CRABAGAG), Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF), Men’s Grooming Gift Sets & Bundles (CRABAGAL)
Keywords
Where Ustraa is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Ustraa 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, Infrastructure
Revenue model
- Direct Product Sales: D2C e-commerce sales of men's grooming products including hair care, beard care, skincare, fragrances, and trimmers through ustraa.com and mobile apps
- Subscription Plans: Recurring subscription model offering up to 40% savings on regular purchases, generating predictable recurring revenue from engaged customers
- Hardware Products: Sale of trimmers and electronic grooming devices as one-time purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products starting from Rs 148 |
| Unit Pricing | Pay-as-you-go | Mid-tier grooming products in Rs 400-800 range |
| Unit Pricing | Pay-as-you-go | Premium products and bundles Rs 1000+ |
| Subscription | Monthly | Subscription Plans - up to 40% savings |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Ustraa product offering
Product offeringCore offering
Ustraa sells men's grooming and personal-care products including hair growth treatments, beard care, skincare, fragrances, deodorants, soaps, hair styling items, and beard trimmers directly to consumers through its own e-commerce website (ustraa.com) and mobile apps. Products combine Ayurvedic and modern science formulations and are marketed as Sulphate- and Paraben-free. The brand also operates subscription plans offering up to 40% savings on recurring orders.
Product overview
Ustraa is a men's grooming brand that operates as a direct-to-consumer e-commerce platform selling a comprehensive portfolio of personal care products exclusively for men. The product line is organized into distinct categories including Hair Growth (Hair Growth Vitalizer, Hair Growth Cream, Ayurvedic Hair Oil, Anti Hair Fall Shampoo), Beard Care (Beard Growth Oil, Beard Wash), Fragrances (Perfumes/Colognes including Malt, Insignia, Barood, After Dark, Daaku, Base Camp, Scuba, Ammunition, Tattoo in EDP and cologne formats), Skin Care (Face Serums including Vitamin C variants, De-Tan kits, Face Washes), Body Care (Body Washes, Deodorants in multiple variants), Hair Styling (Hair Wax, Hair Fixing Spray), and Soaps (Cologne Soaps). The brand also offers Gift Packs bundling multiple products and a Subscription Plans service for recurring orders. Ustraa was founded in 2015 and is a wholly-owned subsidiary of VLCC Limited.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Up to 70% reduction in male pattern baldness with Hair Growth Cream formulation
- +1 more outcomes
Companies that use Ustraa
Customer profileSegments6 records
Ideal customer profiles2 records
Ustraa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Ustraa partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
Ustraa competitors and assessment
Company assessmentBroad incumbents
- Old Spice (Procter & Gamble): Iconic global men's grooming brand (deodorants, body wash, shaving) with significant India presence; competes with Ustraa's deodorant and body care lines for the same male consumer.
- Gillette (Procter & Gamble): Global incumbent in men's shaving and grooming with a strong India presence; competes with Ustraa in razors, trimmers, and adjacent men's grooming categories.
- Mamaearth (Honasa Consumer): Large Indian beauty and personal care D2C brand (now public) with a growing men's grooming line; broader portfolio but overlapping product categories and target segments with Ustraa.
- Nivea Men (Beiersdorf): Global men's personal care brand with broad portfolio across deodorants, face care, shower, and shaving; competes with Ustraa for share of Indian men's grooming wallet.
- Park Avenue (RRP): Established Indian men's grooming brand from Raymond Group offering deodorants, colognes, shaving, and hair products; competes with Ustraa in mass and mid-tier Indian men's grooming.
Direct peers
- Wow Skin Science: Indian D2C personal care brand with men's grooming range including hair care, beard care, and skincare; competes with Ustraa for the same digitally native Indian male consumer.
- Bombay Shaving Company: Leading Indian men's grooming D2C brand offering shaving, beard, skin, hair, and fragrance products; competes head-to-head with Ustraa across the same product categories and customer base.
- Beardo: Men's grooming brand in India specializing in beard care, hair care, skincare, and fragrances, with a similar D2C-led model targeting young Indian male consumers — directly comparable to Ustraa.
- The Man Company: Premium men's grooming D2C brand in India offering beard, hair, skin, bath, and fragrance products; very similar positioning, product mix, and target customer as Ustraa.
- mCaffeine: India's largest caffeinated personal care D2C brand with a men's grooming line including beard, hair, and skincare products; a direct competitor in the D2C men's grooming space alongside Ustraa.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ustraa social profiles
Digital presenceUstraa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ustraa leadership team
Management profileNumber of profiles
Profiles1 record
Ustraa funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ustraa 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 Ustraa
What does Ustraa do?
Ustraa sells men's grooming and personal-care products including hair growth treatments, beard care, skincare, fragrances, deodorants, soaps, hair styling items, and beard trimmers directly to consumers through its own e-commerce website (ustraa.com) and mobile apps. Products combine Ayurvedic and modern science formulations and are marketed as Sulphate- and Paraben-free. The brand also operates subscription plans offering up to 40% savings on recurring orders.
Is Ustraa a public or private company?
Ustraa is a private company. It is classified as corporate owned and is currently operating.
When was Ustraa founded?
Ustraa was founded in 2015. It employs 101 to 250 people.
Where is Ustraa based?
Ustraa is headquartered in New Delhi, India, in the Asia region.
How does Ustraa make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Plans and hardware Products.
Who are Ustraa's main competitors?
Broad incumbents on record are Old Spice (Procter & Gamble), Gillette (Procter & Gamble), Mamaearth (Honasa Consumer), Nivea Men (Beiersdorf) and Park Avenue (RRP). Direct peers are Wow Skin Science, Bombay Shaving Company, Beardo, The Man Company and mCaffeine.
Does Ustraa have an API?
No public API is recorded for Ustraa.
What industry is Ustraa in?
Ustraa's product category is Men's Grooming Products. Its primary akta.pro industry code is CRADANAF, Men’s Grooming (Shaving, Beard Care, Aftershave), with a secondary code of CRABABAI, Men’s Haircare (Beard, 2-in-1, Styling). Its NAICS code is 456120 and its SIC code is 2844.