Beauty, lifestyle and bodycare startup MoroMaa has raised ₹1.5 crore in a seed funding round led by AJVC. Founded in June by Soundous Moufakir, the startup is focused on bringing Moroccan beauty products, ingredients and traditional rituals to Indian consumers.

MoroMaa aims to establish “M Beauty” as a distinct beauty category in India, drawing on Moroccan ingredients, cultural traditions and beauty practices. The company’s proposition is closely linked to Moufakir’s personal connection with Morocco and her familiarity with its beauty rituals.

The fresh capital will be used to expand MoroMaa’s product portfolio, strengthen distribution and increase consumer awareness around Moroccan beauty and its traditional ingredients. The startup is looking to make these products and rituals more accessible to Indian consumers while building a broader market around the category.

Moufakir said MoroMaa began with the idea of bringing the beauty rituals and ingredients she grew up with in Morocco to India. That initial concept has since evolved into a larger ambition of creating M Beauty as a category and introducing Moroccan beauty to a wider Indian audience.

Early traction has provided momentum for the brand’s expansion plans. According to MoroMaa, two of its products sold out within the first two months of launch, prompting the startup to focus on expanding its range and reaching more customers.

AJVC founder Aviral Bhatnagar highlighted Moufakir’s combination of product understanding, distribution experience and personal familiarity with Moroccan beauty as key strengths behind the business.

The funding comes as MoroMaa seeks to introduce an unfamiliar beauty tradition to Indian consumers through a combination of imported Moroccan ingredients, established beauty rituals and cultural storytelling. Its next phase will focus on scaling products and distribution while testing the potential for M Beauty to emerge as a recognised category in India.