Lifestyle brand CUNIN has raised $450,000 in a pre-seed funding round led by All In Capital and Huddle Ventures. The startup will use the fresh investment to expand its fragrance portfolio and build a culture-led consumer brand designed specifically for Gen Z consumers.
The company plans to deploy the newly raised capital to accelerate product development, strengthen its leadership and operational teams, invest in brand-building initiatives, and expand its offline distribution network. Initially, CUNIN will focus on scaling its debut fragrance category and its innovative range of carryable perfume accessories.
Former NEWME executives Kunal Shukla, Amish Bibhu, and Afsal founded CUNIN with a vision to create a lifestyle brand centered on culture, identity, and storytelling rather than conventional product marketing. Through this approach, the startup aims to establish deeper emotional connections with young consumers while building a distinctive global brand.
Commenting on the company’s vision, Kunal Shukla said, “CUNIN is built as a global cultural IP designed to resonate far beyond India. Our vision is not simply to build products people consume, but to create symbols, stories, and experiences people emotionally connect with and proudly identify with.”
As part of its initial product lineup, CUNIN has introduced carryable perfume accessories, which customers can wear or clip onto clothing, bags, and accessories. The company has launched these products alongside its fragrance collection, offering consumers a new way to incorporate perfumes into their everyday lifestyle.
The startup believes that combining fashion, fragrance, and self-expression will help it stand out in India’s rapidly growing beauty and lifestyle market. CUNIN designs its products to appeal to Gen Z consumers who increasingly value individuality, personal identity, and experience-driven brands.
Speaking about the investment, Sanil Sachar, Founding Partner at Huddle Ventures, said, “The next generation of consumer brands will be built through culture as much as commerce. CUNIN combines complementary operating experience with a bold vision to build a culture-first lifestyle brand for Gen Z.”
India’s beauty, fragrance, and lifestyle sectors continue to witness robust growth, driven by rising disposable incomes, premiumization, and increasing demand from younger consumers. Consequently, startups that combine innovative products with strong brand storytelling are attracting growing investor interest.
The $450,000 pre-seed funding marks an important milestone for CUNIN as it seeks to redefine the fragrance and lifestyle segment for Gen Z consumers. Backed by experienced founders and prominent investors, the startup plans to combine innovative products, cultural storytelling, and strategic expansion to build a globally relevant lifestyle brand originating from India.
