Outcome-driven functional personal care brand Clarity Labs raises Rs 4 crore in funding

Clarity Labs, an outcome-driven functional personal care brand, has raised over Rs 4 crore in a seed funding round led by Artha Venture Fund II, with participation from angel investors.

The startup will use the raised capital to accelerate new product development, expand categories, and scale omnichannel distribution across D2C, marketplaces, and quick commerce.

It aims to simplify consumers’ personal care routines, offering transparent formulations designed to address specific concerns across product categories, made accessible through smart pricing and agile delivery across India.

“Consumers are increasingly ingredient-literate, but adoption breaks when routines become impractical. We are building products that deliver outcomes in the steps people already repeat every day. So consistency becomes the engine for results, not an additional burden,” said Karan Dokras, Founder, Clarity Labs.

Clarity Labs said it is building depth in select categories, iterating formulations based on customer feedback and structured product testing. Since launching its flagship functional soap line, The BAR, in March 2026, the company has expanded its presence on its D2C website, Amazon, and Flipkart.

The startup's roadmap includes expanding into adjacent wash categories, including hair wash, body wash, and face wash, while continuing to build within soaps through new variants and formats.

“We invested based on conviction in Karan and the team’s ability to execute with operating rigor. What stood out was the clarity of the product thesis and the discipline to build toward repeat-led growth with sensible unit economics across channels; alongside proven depth in procurement, distribution, and compliance,” said Anirudh A. Damani, Managing Partner, Artha Venture Fund.

Beyond capital, Artha will work closely with Clarity Labs on product and portfolio strategy, brand building, and go-to-market execution across D2C, marketplaces, and quick commerce.

The fund will also support the company in expanding offline distribution and pursuing B2B collaborations within the broader AVF ecosystem.