D2C skin and personal care brand Juicy Chemistry has raised $6.3 million in a Series A funding round led byVerlinvest, a Belgium-based investment firm. This is the first institutional fundraising by Juicy Chemistry. The firm intends to utilize the funds towards brand building and business expansion.

Founded in 2014 by Megha Asher and Pritesh Asher, Juicy Chemistry provides a range of personal care and beauty products including face, body and hair care. A certified organic brand, Juicy Chemistry competes with players such as Nykaa, MyGlamm, Sugar Cosmetics, Plum, Purple, and Mama Earth.

Speaking about the fundraise, Pritesh Asher, CEO, Juicy Chemistry, said, “We are keen to leverage this capital for the rapid expansion of Juicy Chemistry’s thriving e-commerce platform and omnichannel distribution capabilities, to reach new and existing geographies, to hire talent, for brand building and to cater to the increasing demand for products, both domestically and in the international market,”

Arjun Anand, Executive Director, Verlinvest, said. “We are excited to start our journey with Juicy Chemistry, which forms part of our global effort in backing unique digital-first beauty brands for the long term.” He also added, “Verlinvest looks for authentic and passionate entrepreneurs who are creating a consumer revolution using their product and brand stories”.

Verlinvest is a Belgian private family investment firm with a number of consumer brands online and offline, in its portfolio. Some of the firm’s portfolio companies from India include Byju’s, Sula Vineyards, Epigamia, Veeba Foods, Purplle, Wakefit, and Future Consumer.