What MCaffeine does

MCaffeine, founded in 2016 and headquartered in Mumbai, India, is a direct-to-consumer personal care brand that formulates and sells caffeine-infused face, body, hair, and eye care products. The company operates as a subsidiary of Pep Technologies Private Limited, which also owns the Hyphen sister brand. MCaffeine positions itself as India's first and largest caffeine-infused personal care brand, with a product portfolio that spans body lotions, body washes, body scrubs, sunscreens, face scrubs, face washes, serums, hair care, eye care, and a perfume sub-brand called FIEN. The underlying technology centers on coffee- and caffeine-based proprietary formulations, including trademarked complexes such as Black Tea Complex™ and the C Complex (Caffeine + Ceramides), with ingredient transparency (e.g., 5% Niacinamide, 1% Glycolic Acid, 10% Coffee) as a key marketing lever.

The business model is a direct-to-consumer e-commerce-first approach via mcaffeine.com, complemented by a growing offline retail presence currently spanning 5,000 outlets with a stated target of 25,000 outlets. Products are sold at mass-market price points in the Rs. 249 to Rs. 899 MRP range, with frequent promotional offers (Buy 2 Get 1/2 Free, 5% prepaid discount, 20% off specials). Revenue is generated from one-time product sales, with a loyalty rewards program and a "Give Rs. 1000, Get Rs. 1000" referral scheme supporting repeat purchase. The customer base is horizontal, targeting Indian men and women across age groups seeking solutions for tan removal, brightening, hydration, anti-aging, body odor, acne, and hair care. International expansion into 12 countries (Middle East, Europe, United States) is the primary growth vector, supported by a Rs. 240 crore Series C funding round completed in March 2022 at a Rs. 1,000 crore valuation, led by Paragon Partners. FY25 brand-level revenue was Rs. 187.5 crore, characterized as largely flat year-over-year.

Name

MCaffeine

Legal name

Pep Technologies Private Limited

Website

https://mcaffeine.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MCaffeine is India's first and largest caffeine-infused direct-to-consumer personal care brand, formulating and selling coffee-based face, body, hair, and eye care products to Indian mass-market consumers via owned e-commerce and a 5,000-outlet offline retail network, with planned expansion to 25,000 outlets and 12 international markets.

Ownership category

akta.pro rank

Product category

Personal Care & Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industry

Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Caffeinated skincare products
• Personal care products
• Body and face care
• Hair care products
• Beauty and grooming

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Product Sales (D2C): Direct-to-consumer sales of caffeine-infused personal care products including body care, face care, hair care, eye care, and perfumes through owned e-commerce platform and expanding offline retail presence.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MCaffeine is a D2C personal care brand that formulates, brands, and sells caffeine-infused skincare, body care, hair care, eye care, and fragrance products through its own e-commerce platform and offline retail. Its portfolio spans body lotions, body washes, body scrubs, face scrubs and serums, sunscreens, soaps, perfumes, and body butters built around proprietary ingredient complexes such as Black Tea Complex™ and C Complex (Caffeine + Ceramides).

Product overview

MCaffeine is India's first caffeinated personal care brand offering a comprehensive D2C (Direct-to-Consumer) portfolio of coffee-based beauty and personal care products. The company operates as a single unified e-commerce platform with multiple product categories including Body Care (body lotions, body washes, body scrubs, body sunscreen, body shimmer, perfumes & body mists, combos), Face Care (face scrubs, face washes, face masks, face moisturizers, serums & treatments, sunscreens, lip care), Hair Care (shampoo, conditioner, hair spray), and Eye Care (eye patches, under eye cream). The brand differentiates through ingredient-focused product lines featuring Coffee & Caffeine, Niacinamide, Vitamin C, Ceramides, and AHA. MCaffeine also offers a premium perfume sub-brand called FIEN with high-concentration fragrances. The company is owned by PEP Technologies Private Limited (parent company PEP Brands) and positions itself as India's largest caffeine-infused personal care brand, having raised Rs 240 crore in Series C funding at a Rs 1,000 crore valuation in 2022.

Differentiator

Problem solved

Functional benefit

Brands

• FIEN: Premium perfume sub-brand offering fragrances for men and women
• SHADES

Products and services

• Coffee Body Scrub Award-winning coffee-based body scrub with coconut oil formulated for tan removal and exfoliation, targeted at men and women seeking smoother skin.
• Summer Breeze Perfume Body Lotion 2-in-1 perfume-infused body lotion with Niacinamide, Cocoa Butter, and Shea Butter designed for deep moisturization and even skin tone.
• Sweet Escape Perfume Body Lotion Lightweight 2-in-1 perfume body lotion combining Niacinamide, Cocoa Butter, and Shea Butter with a long-lasting fruity-floral scent.
• Guava Tini De-Tan Body Wash Brightening body wash formulated with 1% Glycolic Acid, 5% Kojic Acid, and Glutathione to reduce melanin and fade dark spots.
• By the Blues Brightening Perfume Body Lotion 3-in-1 brightening perfume body lotion with 5% Niacinamide and Glutathione for dark spot reduction and 72-hour moisturization.
• By The Blues Brightening Body Scrub Body scrub with 6% multi-action actives for skin brightening and exfoliation with an aquatic-woody fragrance.
• Blueberry Swirl Deep Moisturizing Body Butter Deep moisturizing body butter formulated with 5 essential ceramides, Shea Butter, and Cocoa Butter for 72-hour skin barrier repair and hydration.
• Brightening Sunscreen SPF 50 PA+++ Body Lotion SPF 50 PA+++ broad spectrum sunscreen body lotion with Raspberry Extract, Niacinamide, and Coffee Extract for UV protection and skin brightening.
• 1% Kojic Acid & Glutathione Guava Fizz Soap Bath soap bar with 1% Kojic Acid and Glutathione formulated to reduce dark spots, inhibit melanin production, and support tan removal.
• Berries Brightening Coffee Face Scrub Face scrub combining Strawberry, Raspberry, and Coffee with C Complex (Caffeine + Ceramides) for gentle exfoliation and brightening.
• Face Care Range Complete face care portfolio including face scrubs, face washes, face masks, face moisturizers, serums, sunscreens, and lip care products.
• Hair Care Range Hair care line featuring shampoos, conditioners, and hair sprays formulated with shine-enhancing complexes.
• Eye Care Range Eye care products including hydrogel under-eye patches and under-eye creams targeting dark circles, puffiness, fine lines, and wrinkles, leveraging the Black Tea Complex™.
• 007 Perfume for Men - Oriental Oud Men's oriental fragrance perfume with Oud, Citrus, Sandalwood, Amber, Musk, and Vanilla notes, offering up to 12 hours of lasting scent.
• Cherry Wine Perfume for Women Women's citrus-sweet fragrance perfume with Lemon, Plum, Grape, Cherry, Rose, Amber, and Patchouli notes, offering up to 12 hours of lasting scent.
• Fierce Perfume for Men Men's citrusy fragrance perfume with Bergamot, Neroli, Vetiver, and Leather notes, offering up to 12 hours of lasting scent.
• FIEN Perfume Sub-Brand Premium perfume sub-brand under MCaffeine offering fragrances for men and women with high perfume oil concentration (up to 18%) and 12-hour lasting power.

Quantifiable outcome

• 97% users agreed Coffee Body Scrub removes tan & dead skin
• +5 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hyphen: Sister D2C skincare brand operating under the same parent company Pep Technologies Private Limited. Shares the same corporate infrastructure, supply chain, and go-to-market motion as mCaffeine, and its rapid 6.6x growth in FY25 makes it a direct comparison for category positioning and capital allocation priorities.
• Minimalist: India-based D2C skincare brand built around a similar ingredient-transparency, percentage-led positioning (e.g., Niacinamide, Retinol) and direct-to-consumer e-commerce model — the closest functional analogue to mCaffeine's '5% Niacinamide, 1% Glycolic' product-page format.
• Plum: India D2C beauty and personal care brand spanning skincare, haircare, and body care with vegan/cruelty-free positioning. Overlaps with mCaffeine across nearly every product category (body lotions, face scrubs, perfumes) and competes for the same millennial/Gen Z Indian consumer.
• Mamaearth (Honasa Consumer): One of India's largest D2C beauty/wellness brands, now publicly listed. Comparable D2C-to-offline omnichannel build-out, similar ingredient-led storytelling, and the same general-trade and modern-retail distribution strategy.
• WOW Skin Science: India D2C beauty and personal care brand with broad body/hair/skin range and natural-ingredient positioning. Competes with mCaffeine across body washes, scrubs, hair care, and skin care using similar discount-led D2C acquisition tactics.
• Sugar Cosmetics: India D2C color cosmetics and personal care brand that has scaled from digital-first into mass offline retail. Comparable influencer-marketing, Gen-Z-first positioning, and brand-extension playbook (face, body, makeup).

Emerging players

• Juicy Chemistry: India-based clean-beauty D2C skincare brand focused on natural active ingredients and certified formulations. Smaller scale than mCaffeine but competes in the ingredient-transparent, premium-mass skincare slice of the same consumer.

Broad incumbents

• Nykaa (FSN E-Commerce): India's leading omnichannel beauty retailer (online + 100+ physical stores) with its own brand portfolio (Nykaa Cosmetics, Nykaa SkinRX). Functions as both a marketplace for mCaffeine and a competitor in private-label beauty, with broader category breadth and offline scale.
• The Body Shop: Global bath, body and skincare retailer with a range of coffee/caffeine-based products. Relevant as an established international incumbent operating in mCaffeine's target categories and entry markets (Middle East, Europe) where it would compete head-on with planned international expansion.
• Forest Essentials: India premium Ayurvedic beauty brand with established retail distribution, body care, and skincare portfolio. Comparable ingredient-led storytelling (botanical actives), luxury-mass pricing, and overlap in face care, body care, and fragrances within the Indian consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/i_am_caffeine
• LinkedInlinkedin.com/company/mcaffeine

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MCaffeine