MoroMaa, a beauty, lifestyle and bodycare brand, has raised ₹1.5 crore from Aviral Bhatnagar’s AJVC.

Founded in June by Soundous Moufakir, the brand is looking to establish ‘M Beauty’ or Moroccan beauty, as a category in India through products made with ingredients sourced directly from Morocco.

The company plans to use the capital to expand its product portfolio, strengthen distribution and build awareness around Moroccan beauty among Indian consumers.

MoroMaa’s proposition is built around Soundous’ personal connection to Morocco and her experience with its beauty traditions. The brand aims to bring Moroccan ingredients, beauty rituals and their cultural context to Indian consumers while developing products suited to the local market.

“MoroMaa started with a simple idea: to bring the beauty rituals and ingredients I grew up with in Morocco to India,” said Moufakir. “Over time, that idea has developed into a larger vision of building M Beauty as a category and making Moroccan beauty more accessible to Indian consumers.”

The brand said two products have sold out in the first two months, with the company now looking to use the latest investment to widen its product range and reach more consumers.

“Soundous brings a combination of product understanding, distribution experience and personal familiarity with Moroccan beauty to the business,” said Bhatnagar.