Krieya: 10 Key Things You Must Know

Overview

Krieya Beauty & Wellness is an emerging Indian startup transforming the beauty, personal care, and wellness landscape with a research-driven, science-first approach tailored for the Indian consumer. Founded in 2024 and headquartered in Gurgaon, Haryana, the company specializes in developing premium haircare, skincare, and wellness brands that are rooted in deep consumer insights and proprietary formulations. With an emphasis on leveraging data, consumer behavior analysis, and product trials, Krieya aims to redefine beauty standards by delivering effective and customized solutions. This article explores ten key facets of Krieya’s innovative journey, business model, funding milestones, market positioning, and its vision for India's rapidly evolving beauty and wellness market.

1. Foundation and Mission

Krieya Beauty & Wellness was established in 2024 by Siddharth Sharma, a seasoned professional with prior experience at Honasa Consumer and Dr. Sheth's, where he contributed to significant scaling post-acquisition. The company is built on the premise of delivering superior beauty and wellness products designed specifically for Indian biology, habits, and concerns. Unlike conventional brands that often adapt global formulations, Krieya adopts a research-first approach focused on understanding the unique needs of Indian consumers through extensive studies and data-driven insights.

2. Research-Led Product Development

Central to Krieya’s innovation is its proprietary consumer research involving a community of over 500 real consumers, encompassing deep insights into their skin, hair, and wellness needs. This “BioPrint” data helps guide precise product formulation tailored to Indian physiological and usage patterns. The company has conducted rigorous six-month product trials, particularly in haircare, to ensure efficacy and consumer satisfaction before commercial launch.

3. Product Portfolio Focus

Krieya is strategically entering the market with a specialized haircare brand set for launch in the third quarter of the 2025-26 fiscal year. The brand will initially introduce around ten products, all backed by proprietary formulations perfected through research and trials. Plans are underway to expand across skincare and wellness categories, positioning Krieya as a leader in premium, science-driven brands across beauty and personal care sectors.

4. Funding and Growth Support

In 2025, Krieya successfully raised approximately Rs 7 crore (about $788,000) in its first funding round, led by Sauce with Riverwalk Holdings as co-lead investors. Notably, Aneesh Sheth, founder of Dr. Sheth's, also participated in this round, signaling strong industry confidence in Krieya’s vision. These funds are earmarked for scaling research initiatives, preparing for the brand launch, and bolstering product development capabilities to accelerate growth.

5. Market Positioning and Industry Context

Krieya is entering India’s fast-growing beauty and personal care market that is experiencing increasing demand for premium, science-backed products tailored to local consumers. The company aims to emulate mature global markets like South Korea and Japan, where local brands dominate through strong consumer understanding and robust R&D investment. Krieya’s research-first strategy and premium positioning align with the rising trend of premiumisation and increased consumer sophistication in India.

6. Consumer-Centric Business Model

The company emphasizes consumer obsession by integrating insights directly from its extensive research community into the product development cycle. This consumer-centric model enables Krieya to deliver products that meet latent consumer concerns and preferences more accurately, fostering stronger brand loyalty and better product-market fit, critical in India’s heterogeneous and diverse market.

7. Innovation and Proprietary Formulations

Krieya prides itself on proprietary algorithm-driven formulations guided by artificial intelligence analysis of consumer data. This advanced technology approach allows for nuanced, customized product ingredients designed explicitly to address Indian biology and lifestyle, differentiating Krieya’s offerings from generic global formulations often ill-suited to local needs.

8. Corporate Structure and Team

Krieya Beauty & Wellness is a privately held company based in Gurgaon with a compact but high-caliber team of professionals focused on research, product development, and brand-building. With Siddharth Sharma as Founder & CEO and a leadership team possessing deep industry expertise, the company is well-positioned to navigate the complex beauty and wellness market while steadily scaling operations post-launch.

9. Early Market Reception and Partnerships

Though Krieya is in the pre-launch phase, its research-centric approach and funding endorsement have generated anticipation among industry stakeholders and consumers. Participation from key investors and sector veterans reflects trust in Krieya’s model. The company’s plan includes leveraging strategic partnerships and retail networks aligned with premium positioning to effectively launch and scale its brands.

10. Vision for the Future

Krieya envisions leading a paradigm shift in Indian beauty and wellness by setting new standards through science-first, consumer-tailored products. The company aims to build a portfolio of brands that resonate with evolving Indian consumers seeking efficacy, authenticity, and premium quality. With ongoing research, continuous innovation, and expansion into adjacent wellness categories, Krieya aims to establish itself as a trailblazer in India’s beauty revolution.

Conclusion

Krieya Beauty & Wellness represents a promising new entrant in the Indian beauty and wellness sector, distinguished by its rigorously research-driven approach and investment in proprietary formulations tailored specifically for Indian consumers. Emerging amid a dynamic market landscape marked by growing sophistication and demand for premium products, Krieya’s vision aligns with future market trends toward data-backed innovation and hyper-local relevance. As its first brand launch approaches, it exemplifies how science and consumer insights can redefine industry standards. Whether Krieya will transform India’s beauty culture remains to be watched, but its scientific and consumer-focused strategy positions it well for success.