Whalesbook
The Indian haircare market is booming, estimated at $3.8 billion in 2024 and projected to reach $6 billion by 2030. Recognizing this potential, a new player, Ionic Professional (operating under the brand name &Done), has successfully secured Rs 6.5 crore in pre-seed funding. The investment was spearheaded by early-stage venture capital firm All In Capital, with additional support from MG Investments and several angel investors.
The capital infusion is earmarked for expanding the company's workforce and broadening its product offerings. &Done differentiates itself by focusing on professional haircare specifically formulated for Indian hair types and weather conditions, aiming to challenge market leaders such as L'Oréal and Hindustan Unilever.
Founded in 2025 by engineers Saumya Yadav and Atit Jain, &Done employs a unique distribution strategy. It combines a salon-led model, partnering with over 1,500 stylists in more than 300 premium salons across Tier-1 cities, with a direct-to-consumer (DTC) sales channel for shampoos and conditioners.
Aditya Singh, co-founder of All In Capital, expressed confidence in the brand's approach, stating, "&Done has understood this challenge deeply and built a brand around genuinely solving hair issues with highly effective formulations. As Indian consumers become increasingly aspirational and willing to pay a premium for products that work, we believe &Done is positioned to become a category-defining brand."
Saumya Yadav highlighted the mission: "We are on a mission to bring science-backed, professional haircare solutions specifically made for Indian hair. Salons in India still rely on imported professional brands, but Indian hair types and weather are different, and consumers expect results, not just promises. Hence, we believe it’s time for Indian hair to have its own high-performance, professional haircare brand."
&Done plans to introduce new products for diverse hair types and expand its presence both within India and internationally over the next three years, targeting significant growth in both the professional salon segment and its DTC business.
Impact
This funding signifies strong investor confidence in India's burgeoning haircare market and the potential for disruptive domestic brands. It could lead to increased competition, innovation, and a wider range of specialized products for Indian consumers. The company's growth could also boost the professional salon industry. Rating: 7/10
Terms:
- Pre-seed funding: The earliest stage of funding for a startup, typically before it has a product or significant revenue, used to conduct market research and product development.
- Venture capital (VC) firm: A firm that invests in startups and small businesses with high growth potential in exchange for equity.
- Angel investors: Wealthy individuals who invest their own money in startups, often in exchange for convertible debt or ownership equity.
- Direct-to-consumer (DTC): A business model where a company sells its products directly to customers, bypassing traditional retailers or intermediaries.
- Premiumisation: The trend of consumers moving towards higher-priced, higher-quality products and services.
- Salon-led distribution model: A strategy where products are primarily sold through or recommended by professional hair salons.