Asaya, a research-led skincare startup, has secured ₹28 crore in a pre-Series A funding round led by Elevation Capital. The brand, known for its science-backed solutions targeting hyperpigmentation, plans to utilize the funds to establish a state-of-the-art innovation center.

The center will focus on advanced R&D to develop novel formulations and personalized skincare products, setting new benchmarks in the Indian beauty and wellness market. By combining dermatological expertise with consumer-driven innovation, Asaya aims to differentiate itself in a crowded skincare sector.

This raise signals strong investor confidence in niche, problem-focused beauty brands that leverage science to meet evolving consumer needs. Asaya’s focus on innovation could position it as a leader in India’s growing premium skincare segment.