scentials

Mumbai-based beauty and wellness startup Scentials has raised ₹25 crores in Series A funding round from Unilever Ventures, the venture capital arm of one of the top 10 FMCG companies in India, Unilever. Scentials go by the legal name Scentials Beautycare & Wellness Private Limited.

Founded by tennis player Mahesh Bhupathi and Jinesh Mehta, the startup recently launched Virat Kohli’s one8 brand in the fragrance category in January this year and following the achievement, launched a line of skin care products – Arias – with actor Lara Dutta. Scentials deals in manufacturing and selling products through multiple brands across products segments like fragrances, skincare, makeup, and men’s grooming.

“Since our inception, we have focused on making high-quality beauty products available at affordable prices to the consumer, and have already received great traction. This has been made possible through our strategic partnerships with top celebrities – both actors and sportspersons – whose personalities and presence resonate with consumers not only in India but also globally,” Jinesh Mehta, chairman, Scentials said.

The startup has entered into endorsing agreements with some of the most celebrated personalities in the field of sports, and entertainment. Scentials is building a unique beauty brands studio platform that combines fast-paced innovations across beauty categories with endorsements from top tier Indian celebrities in sports, films & entertainment. The celebrity partnerships provide massive traditional and social media to reach driving brand salience.


Pawan Chaturvedi, Investment Director at Unilever Ventures said, “Scentials is building a unique beauty brands studio platform that combines fast-paced innovations across beauty categories with endorsements from top tier Indian celebrities in sports, films & entertainment. The celebrity partnerships provide massive traditional and social media to reach driving brand salience.”

Unilever Ventures debuted its investment in 2017 when it invested in consumer-based big data analytics company Peel-Works. It has also invested in ₹70 crores in Chiratae Ventures, another venture capital firm in India and grocery delivery startup Milkbasket and skincare startup Plum Skincare.

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