Better Beauty

What Better Beauty does

Better Beauty is a private Indian personal care startup founded in 2022 and headquartered in Najafgarh, India. The company markets itself as a clean beauty brand offering cruelty-free formulations free from parabens, SLS, and mineral oils, with products carrying GMP, Kosher, and cruelty-free certifications. Its single commercial SKU is the Suns Out SPF 50 Daily Mineral Sunscreen (50ml), a mineral-based formulation with SPF 50 and PA++++ UVA/UVB protection, priced at Rs. 499 and distributed exclusively through its own DTC e-commerce storefront at thebetterbeauty.com.

The company's underlying technology centers on mineral (physical) sunscreen formulation rather than chemical UV filters, combined with soothing ingredients such as rose water, hyaluronic acid, and vitamin E. Better Beauty does not publish proprietary R&D disclosures, patents, or AI/ML capabilities; its differentiators are certifications and clean-ingredient positioning rather than novel platform architecture. The website also displays a 'Makeup that makes sense. COMING SOON!' banner, signaling a planned product-line extension into color cosmetics that has not yet launched as of the input data.

Better Beauty's business model is direct-to-consumer e-commerce unit sales of a single low-priced SKU to health-conscious Indian consumers seeking non-toxic personal care alternatives. It has raised a disclosed $200,000 from Lotus Herbals in October 2022 — a strategic investment aimed at marketing, R&D, and expansion into offline retail and international markets — with an additional 2024 funding event involving Agility Ventures at a disclosed $0 amount. The company has no named enterprise or B2B customers, no disclosed revenue, and no operational presence outside India.

Name

Better Beauty

Website

https://thebetterbeauty.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Better Beauty is an India-based, private clean beauty startup founded in 2022, selling a single mineral SPF 50 sunscreen (Rs. 499) via DTC e-commerce to health-conscious Indian consumers seeking cruelty-free, paraben- and SLS-free personal care products.

Ownership category

akta.pro rank

Product category

Clean Beauty & Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sunscreen (Body) (CRABAHAB)

akta.pro secondary industry

Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Clean beauty products
• Mineral sunscreen
• Cruelty-free cosmetics
• Personal care brand
• Direct-to-consumer beauty

Headquarters

HQ city

Najafgarh

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer sales of clean beauty and personal care products through the company's e-commerce website. Currently offers mineral sunscreen products with plans to expand the product line.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Better Beauty manufactures and sells clean, cruelty-free personal care products through its own e-commerce website, with its current flagship being an SPF 50 PA++++ mineral sunscreen formulated without parabens, SLS, or mineral oils. Products carry GMP, Kosher, and cruelty-free certifications and are priced in Indian Rupees for the Indian consumer market, with broader product line expansion signaled.

Product overview

Better Beauty is a cruelty-free personal care brand offering clean beauty products. The company currently features one primary product: the Suns Out SPF 50 Daily Mineral Sunscreen (50ml), a mineral-based sunscreen with SPF 50 & PA++++ protection formulated without parabens, SLS, or mineral oils. The company positions itself as a clean beauty brand certified GMP, Kosher, and cruelty-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Better Beauty Suns Out SPF 50 Daily Mineral Sunscreen, 50ml Mineral sunscreen offering SPF 50 and PA++++ UVA/UVB protection with a clean, gentle formulation containing rose water, hyaluronic acid, and vitamin E. The product is certified GMP, Kosher, and cruelty-free, is free from parabens, SLS, and mineral oils, and is marketed to Indian consumers seeking gentle daily sun protection for all skin types. It is priced at Rs. 499.00 per 50ml bottle.

Quantifiable outcome

• Investment of $200,000 secured from Lotus Herbals for growth

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Lotus Herbals: Established Indian personal care company with broad sun care and skincare portfolio. Lotus Herbals is Better Beauty's strategic investor and a key potential distribution partner, and directly competes across the same SPF, clean beauty, and Indian retail shelves that Better Beauty targets.
• Nykaa (FSN E-Commerce): India's largest beauty and personal care omnichannel retailer, dominant for sunscreen and clean beauty SKUs. Functions both as a likely distribution channel and a broad incumbent competitor for shelf and consumer attention that Better Beauty must contend with.
• Forest Essentials: Premium Indian ayurvedic luxury beauty brand offering natural and clean beauty products including sun care. Provides a comparable, established benchmark for clean/natural positioning that Better Beauty must differentiate against.

Direct peers

• Mamaearth (Honasa Consumer): Leading Indian clean/natural beauty brand offering toxin-free skincare and sun care products online and offline. Competes head-on with Better Beauty for the same health-conscious Indian consumer seeking cruelty-free, chemical-free personal care.
• Plum (Plumtonic): India-based vegan, cruelty-free beauty brand with sunscreen and skincare products. Targets the same clean beauty, digitally-native Indian consumer with similar price point and certification-led positioning as Better Beauty.
• WOW Skin Science: Indian clean beauty brand with a wide range of skin, hair, and sun care products positioned on natural ingredients and cruelty-free claims. Directly competes in the SPF and clean personal care category that Better Beauty serves.
• Juicy Chemistry: India-based certified organic, toxin-free skincare brand. Competes in the same clean beauty positioning, premium clean formulation style, and cruelty-free certification territory as Better Beauty.
• Minimalist: Indian skincare brand offering science-backed formulations including sun protection, sold direct-to-consumer online. Overlaps with Better Beauty on DTC distribution, ingredient-led differentiation, and Indian consumer targeting.
• mCaffeine: India-based clean personal care brand starting with coffee-based skincare and expanding into SPF and sun protection. Competes in the same DTC-first, ingredient-story-led clean beauty segment as Better Beauty.

Emerging players

• Pilgrim: India-based clean beauty and skincare brand with growing sunscreen line and DTC + offline presence. Direct emerging competitor to Better Beauty in ingredient-led SPF and personal care for Indian consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/betterbeauty
• Xx.com/betterbeautyin
• Facebookfacebook.com/Betterbeauty.in

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

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 Better Beauty