Mumbai-based beauty, lifestyle and body care startup MoroMaa has raised ₹1.5 crore from Aviral Bhatnagar of AJ VC for a 9% equity stake, marking its first reported institutional investment just months after launching.
Founded by Soundous Moufakir, MoroMaa entered the Indian market in June 2026 with a focus on what it calls “M Beauty”—a Morocco-inspired beauty category aimed at introducing traditional Moroccan ingredients and beauty rituals to Indian consumers.
The brand sources its ingredients directly from Morocco and is building its product portfolio around Moroccan beauty practices, while positioning the offerings for the evolving Indian beauty and personal care market.
Early traction
The investment comes shortly after MoroMaa began operations. The company said that two of its products sold out within the first two months of launch, pointing to early demand for its Morocco-focused beauty proposition.
While the Indian beauty and personal care market has seen a growing number of brands built around global ingredients and cultural traditions, MoroMaa is looking to differentiate itself through its focus on Moroccan formulations, ingredients and beauty rituals.
How MoroMaa plans to use the funding
MoroMaa plans to deploy the fresh capital towards product development, expanding its portfolio, strengthening distribution and increasing its presence across India.
The company also intends to invest in consumer awareness and education around Moroccan beauty, as it works to establish the category in the Indian market.
Soundous Moufakir is the solo founder and CEO of MoroMaa. With a background spanning finance and entertainment, she is building the brand around Moroccan beauty traditions and ingredients, combined with a contemporary lifestyle-oriented positioning.
The latest funding gives MoroMaa additional capital to accelerate its early-stage growth while expanding its product and distribution footprint. The company’s immediate focus will be on developing new offerings, reaching more consumers and establishing Moroccan beauty as a distinct proposition within India’s expanding beauty and personal care ecosystem.
