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Prolixr
(From left) Prolixr founders Aditya Sharma, Mayur Mahajan and Jayesh Hans

Prolixr, a direct-to-consumer skincare brand, has raised an undisclosed amount in its seed round of funding from Alfa Ventures and Divij Bajaj, founder at dietary supplements startup Power Gummies.

“We see immense potential in Prolixr and the vision of the founders to redefine the personal care industry in India with innovation,” Dhianu Das, founder at Alfa Ventures, said in a statement.

Alfa Ventures is a proprietary fund launched by angel investor Das to make seed investments in startups. It has previously invested in the CivilCops chatbot, Noida-based startup Skilancer Solar Pvt. Ltd and Power Gummies.

Prolixr was launched in December 2018 by Jayesh Hans, Aditya Sharma and Mayur Mahajan. It primarily offers beauty masks and claims to have catered to over 1 lakh customers in the past year.

“With Prolixr, we want to empower millennial women to make an informed choice to experience premium skincare routines designed especially for them, without stepping into a salon,” the three founders said in the statement.

Prolixr, operated by Maxinique Solution LLP, claims it generated net sales of Rs 5.18 crore in the past six months and is on track to achieve a target of Rs 12 crore by March next year.

The broader beauty and personal-care segment has attracted a slew of investors over the past few years. 

In September, personal care brand mCaffeine raised $5.7 million in its Series B round of funding led by homegrown mid-market private equity firm Amicus Capital.

Beauty products e-tailer Nykaa raised capital from existing investors Sunil Kant Munjal, one of the promoters of Hero Group, and Steadview Capital earlier this year. Its other investors include TVS Capital, Lighthouse Funds and TPG.

In January, Manash Lifestyle Pvt. Ltd, which operates beauty products and services marketplace Purplle.com, raised Rs 56 crore from Verlinvest SA in an extended Series C round.

Mid-market private equity firm Samara Capital inked back-to-back deals to acquire cosmetics firms Blue Heaven and Nature’s Essence last year. In June last year, beauty and makeup products brand MyGlamm secured Rs 100 crore in a funding round led by US-headquartered Bessemer Venture Partners and the Mankekar family office.

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