Haircare startup Xtovia has secured Rs 6.9 crore in a pre-seed funding round led by V3 Ventures. The round also saw participation from Consumer Collective by Atrium and a group of angel investors.
The newly raised capital will support the company’s efforts to strengthen its intellectual property portfolio, build its core team, prepare for a broader market launch, and accelerate growth initiatives as it scales its operations.
Building a Science-Driven Haircare Brand
Founded in 2025 by Navneet Misra and Dr. Madhu, Xtovia is focused on developing premium haircare products designed to address structural hair damage through science-backed formulations. The company is building its product range around proprietary technology developed through in-house research and product development efforts in India.
The startup aims to combine scientific innovation with consumer-focused solutions, targeting common hair concerns through advanced formulation techniques. Its approach centers on creating products that go beyond surface-level care and address damage at multiple layers of the hair structure.
Proprietary Technology at the Core
At the heart of Xtovia’s product development strategy is its proprietary platform, known as TriLayerX Hair Tech. The technology has been designed to strengthen the hair core, repair damaged cuticles, and restore the natural lipid layer that helps protect hair from external stressors.
According to the company, the development of the technology is supported by extensive research and testing efforts. Xtovia states that its platform has been refined through more than 1,500 product iterations and validated through over 35 in-vitro and clinical studies. The company also reports that it has conducted 500 consumer validations and filed four global patent applications related to its innovations.
These efforts reflect the startup’s focus on creating differentiated products backed by research and proprietary intellectual property.
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Focus on Product Performance
Xtovia claims that its formulations have demonstrated up to 20 percent higher efficacy than leading international bond-repair haircare brands during clinical testing.
The company is positioning itself in the premium haircare segment, where performance-driven products and scientifically developed formulations are increasingly becoming key factors influencing consumer purchasing decisions.
By emphasizing research, testing, and technology-led product development, Xtovia seeks to establish a strong presence in a competitive beauty and personal care market.
Expanding Market Reach
At present, Xtovia sells its products through its direct-to-consumer platform. The startup is also preparing to expand its reach by entering additional online marketplaces and broadening its distribution network in the coming months.
The expansion is expected to help the company improve product accessibility and connect with a wider consumer base across different channels.
As consumer demand for specialized haircare solutions continues to evolve, the company is looking to strengthen its market presence through a combination of product innovation and broader distribution.
Plans for Future Growth
Looking ahead, Xtovia intends to expand its product portfolio while continuing to invest in research and development. The company also plans to strengthen its team and increase spending on brand-building initiatives and consumer education programs.
In addition, Xtovia aims to establish itself as a global Indian beauty brand by exporting innovation-led haircare products developed in India. The company’s long-term strategy focuses on combining scientific research, proprietary technology, and consumer-focused product development to build a scalable presence in domestic and international markets.
With fresh capital in place, Xtovia is set to advance its product development efforts and accelerate the next phase of its growth journey in the premium haircare segment.
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