Xtovia, a science-led premium haircare startup, has raised Rs 6.9 crore in a pre-seed funding round led by V3 Ventures. Consumer Collective by Atrium and several angel investors also participated in the investment round, reinforcing investor confidence in India’s growing beauty and personal care market.
The startup plans to utilise the fresh capital to strengthen its intellectual property portfolio, expand its core leadership team, support the initial launch of the brand, and accelerate growth initiatives. Additionally, the company aims to increase investments in research-driven product innovation and consumer awareness.
Founded in 2025 by Navneet Misra, Xtovia is creating a new category of high-efficacy haircare products powered by proprietary technology and research-led product development. The premium haircare brand focuses on addressing structural hair damage through science-backed formulations that its team has conceived, researched, and developed entirely in India.
Highlighting the brand’s vision, Navneet Misra said, “When it comes to truly high-performance haircare, most serious innovations have traditionally come from imported brands. That led us to ask a larger question—why should breakthrough haircare innovation always come from outside India? Why should consumers automatically associate efficacy with global brands? With Xtovia, we wanted to build a science-first brand that could match global standards while being conceived, researched, and developed in India.”
The company differentiates itself through its proprietary TriLayerX Hair Tech, which it developed through years of in-house research and development. According to Xtovia, the technology combines three distinct mechanisms that strengthen the hair core, repair damaged cuticles, and restore the hair’s natural protective lipid layer. As a result, the company aims to deliver advanced hair repair solutions that address the root causes of hair damage rather than merely providing cosmetic benefits.
Commenting on the investment, Arjun Vaidya, Co-founder, V3 Ventures, said, “At V3 Ventures, we love backing founders who are building genuinely differentiated products in large consumer categories. Xtovia stood out for its deep R&D focus and science-first approach, which is unlike anything we have seen in the category. We believe its proprietary formulation has the potential to create a globally relevant brand, starting from India. Having known Navneet for some time, I am excited to support both him and Dr. Madhu as they build in a space that is ripe for disruption.”
The funding round arrives at a time when consumers increasingly seek premium haircare products, clean beauty solutions, and scientifically validated personal care offerings. Consequently, brands that combine innovation, research, and efficacy continue to attract strong investor interest across the beauty and wellness sector.
Moving forward, Xtovia plans to broaden its product portfolio, strengthen its workforce, and increase investments in brand-building initiatives. Furthermore, the company intends to focus on consumer education and awareness to highlight the benefits of science-backed haircare solutions. Through its proprietary technology, research-first approach, and commitment to innovation, Xtovia aims to establish itself as a leading player in India’s rapidly expanding premium haircare and beauty industry.
