Pixme

What Pixme does

Pixme is an India-based direct-to-consumer skincare brand launched in 2023 by founder Yash and operated through Grihy Private Limited. The company formulates and sells clean skincare products that combine natural Indian botanicals (turmeric, saffron, neem, aloe vera) with proven dermatological actives (salicylic acid, AHA/BHA, glycolic acid, niacinamide), targeting common skin concerns such as acne, dullness, uneven skin tone, clogged pores, tan lines, and early signs of aging. The product portfolio spans gel-based face washes, ubtan face scrubs, AHA+BHA face masks, a Vitamin C/E/Hyaluronic Acid night cream, and bundled combo packs; all products are dermatologically tested and made in India.

The business runs a lean, asset-light DTC model. Pixme sells primarily through its own e-commerce website (pixme.co.in) with parallel distribution across Amazon India, Flipkart, and Meesho marketplaces. Pricing spans promotional entry SKUs at ₹1 to premium combo kits at ₹1,947, with bundle discounts up to 50%, free shipping above ₹399 within India, and a COD option at ₹50; payment processing is handled by PhonePe for UPI, card, and net banking. Marketing relies on email newsletter capture, organic social sharing buttons, and marketplace storefront presence, with no disclosed paid acquisition infrastructure.

Operationally, Pixme is headquartered in Noida (B-15 H Block, Sector 63) with 1–10 employees and no disclosed external funding, indicating a bootstrapped or founder-financed structure. The brand targets men and women aged roughly 13+ across India, with a secondary persona focused on acne-prone and oily-skin users. Strategic positioning emphasizes transparent ingredient lists, no harsh chemicals, and affordability without quality compromise, addressing consumer distrust of opaque formulations and unrealistic brand promises.

Name

Pixme

Legal name

Grihy Private Limited

Website

https://pixme.co.in

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Pixme is an Indian direct-to-consumer skincare brand, launched in 2023 by founder Yash, that sells clean face washes, scrubs, masks, and combo bundles via its own website and Amazon, Flipkart, and Meesho marketplaces.

Ownership category

akta.pro rank

Product category

Skincare Products

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABAAAA

Facial Skincare (Cleansers, Toners, Moisturizers)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAB

Treatment Skincare (Serums, Actives, Acne & Anti-aging)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAEAH

Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic)

Consumer Products & Retail/Beauty & Personal Care/Bath, Body & Personal Cleansing

Keywords

• Skincare products
• Face cleansers
• Skin brightening
• Acne treatment
• Cosmetic formulations

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales: One-time purchase model for skincare products including face washes, face scrubs, face masks, and combo packs. Products are sold at various price points ranging from budget to premium combo offerings with discounts on bundled purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Pixme designs, manufactures and sells a curated range of clean skincare products — face washes, face scrubs, face masks, night creams and combo bundles — addressing concerns such as acne, oily skin, dullness, tan, and early signs of aging. The formulations combine traditional Indian ingredients (turmeric, saffron, aloe vera, neem) with clinically proven actives (salicylic acid, glycolic acid, AHA, BHA, niacinamide, vitamins C and E, hyaluronic acid). Products are dermatologist-tested, made in India, and sold directly to consumers via pixme.co.in and third-party marketplaces.

Product overview

Pixme is an Indian direct-to-consumer skincare brand launched in 2023, offering a range of clean skincare products combining natural ingredients with dermatological science. The product portfolio includes face washes (with salicylic acid and avocado), face scrubs (ubtan with turmeric and saffron), face masks (AHA+BHA with glycolic acid), and combo bundles. Key products include the 2% Salicylic Acid Face Wash for acne-prone skin, Ubtan Face Scrub for tan removal, and AHA+BHA Face Mask for skin brightening. Products are also sold through marketplace partners including Flipkart, Amazon, and Meesho. All products are dermatologically tested and made in India.

Differentiator

Problem solved

Functional benefit

Products and services

• AHA + BHA Face Mask With Glycolic Acid 100gm A face mask formulated with glycolic acid, AHA, and BHA for skin brightening, tan removal, and deep cleansing; contains pink clay, kojic acid, and goji berry extract and is suitable for men and women aged 10 years and above.
• Ubtan Face Scrub with Turmeric and Saffron 50g An exfoliating face scrub enriched with turmeric and saffron for tan removal, skin brightening, and gentle exfoliation; contains carrot seed oil, walnut beads, apricot oil, and almond oil to target dullness and signs of aging.
• 2% Salicylic Acid with Avocado Face Wash for Acne A gel-based face wash with 2% salicylic acid and avocado extract designed for acne-prone skin; sulfate-free formula with tea tree oil, aloe vera, and glycolic acid to reduce acne, blemishes and stabilize skin pH.
• Face Wash, Saffron Scrub with Face Pack for Glowing Skin (Combo) A combination skincare set pairing a face wash with tea tree oil, avocado extract, and salicylic acid; a saffron scrub; and a face pack. Targets tan removal, blackheads, whiteheads, deep cleansing and skin brightening; originally ₹1,947, discounted to ₹1,579.
• Glow-Enhancing Scrub & Face Pack Combo (Perfect Pair for Radiant Skin) A combo bundle of ubtan face scrub with turmeric and saffron and a face pack with pink clay, glycolic acid, AHA, BHA, and kojic acid; designed to prevent blackheads and whiteheads while brightening skin, originally ₹1,248 and discounted to ₹999.
• Combo for a Flawless, Glowing Complexion Face Wash & Face Pack A combo of 2% salicylic acid face wash with avocado and AHA+BHA face mask; designed for acne treatment and deep cleansing for oily skin, originally ₹1,099 and discounted to ₹739.
• Combo for a Fresh, Radiant Complexion Face Wash & Scrub A combo of salicylic acid face wash and ubtan face scrub with turmeric and saffron; provides deep moisturization and oil balancing for radiant skin, originally ₹899 and discounted to ₹699.
• Pixme Vitamin C, E & Hyaluronic Acid Brightening Night Cream A night cream formulated with vitamin C, vitamin E, and hyaluronic acid for skin brightening and overnight hydration; positioned as part of the Pixme skincare regimen for men and women.

Quantifiable outcome

• 99% of customers found products effective for their skin

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• FlipkartcoreChannel Partner/ Reseller/ DistributorFlipkart is listed as a trusted marketplace partner where Pixme products are sold, including the combo for flawless glowing complexion face wash and face pack products.
• Amazon IndiacoreChannel Partner/ Reseller/ DistributorAmazon India serves as a key marketplace distribution channel for Pixme skincare products, expanding reach to Amazon's customer base across India.
• MeeshominorChannel Partner/ Reseller/ DistributorMeesho is listed as a marketplace partner, providing social commerce distribution for Pixme products reaching users through its platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mamaearth: One of India's largest D2C beauty and personal care brands (Honasa Consumer), with broad skincare, haircare, and baby care portfolios. Comparable as a 'natural + safe' Indian skincare brand selling through own site and marketplaces, but at significantly greater scale and with a much larger SKU breadth than Pixme.
• Sugar Cosmetics: Large Indian D2C beauty brand with broad cosmetics and skincare portfolio, omni-channel including marketplaces and offline retail. Comparable as an Indian D2C beauty operator, but broader in category (color cosmetics) and significantly larger in scale than Pixme.

Direct peers

• The Derma Co: India-based D2C skincare brand focused on targeted active-ingredient products (salicylic acid, niacinamide, retinol) for acne and pigmentation. Directly comparable to Pixme in troubled-skin targeting, affordable price points, and D2C + marketplace distribution.
• Minimalist: Indian D2C skincare brand focused on science-backed, single-active formulations (salicylic acid, niacinamide, retinol). Directly comparable to Pixme because both target Indian consumers seeking affordable actives-based skincare, with similar distribution through own site and marketplaces.
• WOW Skin Science: Large Indian D2C brand offering natural-ingredient skincare, haircare, and wellness at mass-affordable pricing. Comparable to Pixme in its 'nature + actives' positioning, multi-marketplace distribution, and combo-driven catalog.
• Dot & Key: Indian D2C skincare brand selling vitamin C, hyaluronic acid, and active-ingredient products at affordable price points via own site, Amazon, and Flipkart. Directly comparable to Pixme in product mix, pricing, and target consumer.
• mCaffeine: India's first caffeinated skincare D2C brand selling face washes, scrubs, and masks at affordable price points. Comparable to Pixme in product mix, GTM (own site + marketplaces), and target segment of young Indian consumers seeking functional, ingredient-led skincare.
• Plum: India-based D2C beauty brand focused on vegan, cruelty-free skincare and body care at affordable-to-mid price points. Directly comparable to Pixme in target audience, ingredient-led positioning, and omni-channel distribution.

Emerging players

• Deconstruct: India-based D2C skincare brand focused on science-backed, single-active serums. Comparable to Pixme in actives-led positioning and target consumer, but with a narrower premium-leaning catalog.
• Juicy Chemistry: India-based organic and clean beauty D2C brand with strong emphasis on natural ingredients and certifications. Comparable to Pixme in the 'clean' positioning, but operates at a more premium price point and certification depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Pixme