Indian direct-to-consumer haircare startup Done has secured $3 million in a Series A funding round led by global venture capital firm RTP Global, the company has announced. According to the article “Haircare Brand Done Raises $3 Mn In Series A Led By RTP Global,” published by StartupNews.fyi, additional participation came from existing investors including All In Capital and peer beauty and wellness entrepreneurs.
Founded in 2023, Done has positioned itself as a data-driven brand focused on personalized, science-backed haircare solutions specifically tailored for Indian consumers. Through an online consultation process, the company gathers insights regarding customers’ hair types, habits, and concerns, and then formulates customized product regimens based on these inputs. This personalization strategy, combined with proprietary formulations, has helped the brand build early traction in a crowded market increasingly driven by digital channels and evolving consumer expectations.
The latest round brings Done’s total funding to $5 million, following a $2 million seed investment previously raised from a mix of individual and institutional investors. The company said the new capital will be directed toward product development, enhancement of its personalization engine, and expansion of its marketing and distribution infrastructure. A portion of the funds will also support building out its R&D team, which collaborates with dermatologists and formulation specialists to refine its offerings.
RTP Global’s backing marks a strategic endorsement in Done’s approach to combining technology with beauty solutions. The venture firm’s track record includes early investments in globally scaled consumer and tech startups, indicating confidence in Done’s potential to expand well beyond its current market.
Commenting on the fundraising, Done co-founder and CEO Anushka Gupta emphasized the opportunity to redefine haircare in India through hyper-personalization and science-backed efficacy. She noted that consumers increasingly expect more transparency, customization, and results from beauty brands, particularly in personal care categories. “We’re thrilled to have partners who understand the long-term vision,” she said.
India’s beauty and personal care sector has experienced rapid growth, buoyed by rising disposable incomes, greater awareness of ingredient efficacy, and the proliferation of D2C channels. Haircare, in particular, has emerged as a fast-evolving segment, with newer entrants challenging legacy brands by leveraging digital adoption and data-driven innovation. Done’s rise reflects a wider trend of niche startups using consumer insights to disrupt traditional product playbooks.
With a growing customer base and fresh capital in hand, Done plans to diversify its product lines and deepen its consumer engagement through digital platforms. The company has indicated it will soon introduce features that allow for more dynamic adjustments to users’ haircare routines—part of a broader effort to make personalization more responsive and continuous.
By seeking to bridge the gap between diagnostics, product development, and user feedback, Done aims to build a brand that resonates with millennial and Gen Z customers accustomed to tailored experiences. As India’s consumer landscape continues to evolve, Done’s blend of science, software, and self-care could place it at the forefront of the country’s next generation of beauty startups.
