India's beauty market has long been shaped by global brands designed for different skin types and climates. A dermatologist-founded brand that builds products specifically for Indian skin has drawn fresh backing from fellow consumer entrepreneurs.
CHOSEN, the skincare brand founded by cosmetic dermatologist Dr Renita Rajan, has raised an undisclosed Series A extension from Avnish Chhabria and Saurabh Kapoor, the founders of nutrition brand Wellbeing Nutrition, according to StartupTalky on Wednesday, October 28.
The investment extends a $5 million Series A round announced in May 2026, which was led by Fireside Ventures with participation from BOLD, the venture investment arm of L'Oréal, and Alkemi Growth Capital.
A dermatologist's brand
Rajan founded CHOSEN in 2020, drawing on her experience as a cosmetic dermatologist. The brand makes what it describes as science-led skincare for melanin-rich Indian skin.
"Personal care in India has largely followed global trends that don't fully reflect local conditions," Rajan said when the company announced its Series A in May. "We are building products grounded in the Indian exposome and genome, with dermatology at the core."
The exposome refers to the environmental and lifestyle factors, such as sun exposure, pollution, humidity and diet, that affect the skin. India's intense sun, high pollution levels in many cities and humid climates create specific skincare needs, particularly for pigmentation, which is a common concern for Indian consumers.
Products and approach
CHOSEN's products target pigmentation, skin texture, contour and hair ageing. Its flagship products include SAFESCREEN NEXGEN, a sunscreen, and the CHOSEN Sculpt protocol, a topical contour system designed for Indian consumers. The company offers both topical formulations and nutraceuticals.
The brand follows what it calls a clinic-to-consumer model, combining dermatology-led product development with direct sales to consumers. It works with a network of dermatologists, several of whom invested in its Series A.
Why founders back founders
The participation of Wellbeing Nutrition's founders is notable. Founder-to-founder investment has become common in India's consumer brand ecosystem, as successful entrepreneurs invest in younger companies in adjacent categories. Such investors can offer practical advice on building brands, managing distribution and scaling operations, in addition to capital.
Wellbeing Nutrition, a supplements and nutrition brand also backed by Fireside Ventures, operates in the health and wellness space, which overlaps with CHOSEN's nutraceutical products and its focus on science-led formulations.
L'Oréal's bet
The earlier involvement of BOLD, L'Oréal's venture arm, signals interest from one of the world's largest beauty companies. BOLD invests in beauty and technology startups that could complement L'Oréal's business or offer insights into emerging trends. Its investment in CHOSEN reflects the growing importance of India as a beauty market and the rise of local brands.
India's beauty boom
India's beauty and personal care market has grown rapidly, driven by rising incomes, social media, e-commerce and growing awareness of skincare. Consumers, particularly younger urban women and men, are increasingly interested in ingredients, science and dermatologist recommendations.
Dermatologist-led and "skinfluencer" brands have gained popularity, competing with established players such as Hindustan Unilever, L'Oréal, Nivea and newer digital-first brands such as Minimalist, The Derma Co and Mamaearth.
Women building beauty brands
CHOSEN is part of a wave of beauty brands founded by women in India, many of whom combine professional expertise with an understanding of consumer needs. Women founders have built some of India's most successful beauty and personal care companies, from Nykaa, founded by Falguni Nayar, to newer digital-first brands.
Rajan's background as a practising dermatologist gives CHOSEN credibility in a category where consumers are increasingly sceptical of marketing claims and looking for evidence-based products.
Regulation and claims
As skincare brands make increasingly scientific claims, regulators are paying closer attention. India's drug and cosmetic regulations govern product safety and labelling, and consumer protection authorities scrutinise misleading advertising. Brands that emphasise clinical validation, as CHOSEN does, must be able to back up their claims with evidence.
Where the money goes
CHOSEN's Series A funds were earmarked for deepening research and development, expanding its pipeline of clinically validated products, scaling its dermatologist-led Centre of Excellence, and hiring across functions. The extension provides additional capital for these plans.
Skincare for melanin-rich skin
Dermatologists have long noted that much of the research behind mainstream skincare was conducted on lighter skin types, and that products and treatments do not always translate well to darker skin. Melanin-rich skin is more prone to certain concerns, such as hyperpigmentation, melasma and post-inflammatory pigmentation after acne or injury. Some ingredients and procedures that are effective on lighter skin can cause irritation or pigmentation problems on darker skin if not used carefully.
Brands that focus on these needs, backed by clinical expertise, are attempting to fill a gap in the market. Sunscreen is a particularly important category, since sun exposure worsens pigmentation, but many Indian consumers have historically avoided sunscreen because of heavy textures and white casts. Newer formulations designed for Indian skin and climate aim to address those concerns.
The funding environment for consumer brands
Funding for Indian consumer brands has been more selective since the boom years of 2021 and 2022, when many direct-to-consumer companies raised large rounds at high valuations. Investors now place greater emphasis on profitability, repeat purchase rates and efficient customer acquisition. Brands that can show strong unit economics and differentiated products continue to attract capital, while others have struggled. Founder-led investments, such as the participation of Wellbeing Nutrition's founders, reflect confidence from operators who understand the category's challenges.
What comes next
CHOSEN will continue to build its product range and distribution, competing in a crowded but fast-growing market. Its success will depend on maintaining scientific credibility while scaling its brand, and on converting dermatologist recommendations into broad consumer adoption. For Rajan, the backing of experienced consumer entrepreneurs and a global beauty leader provides both capital and validation as CHOSEN enters its next phase of growth. Investors and industry watchers will also follow whether CHOSEN expands into offline retail and international markets, both of which could significantly broaden its reach. Success would add to the growing list of Indian beauty brands founded by women that have built strong, profitable businesses on the strength of expertise and authenticity.
For Dr Rajan, the next phase will test whether a brand built on a dermatologist's credibility can scale nationally while keeping the clinical rigour that sets it apart, a challenge faced by many expert-founded consumer companies.
