Bengaluru: Social media creators across beauty, fashion, food and supplements are increasingly turning their influence and expertise into consumer brands, attracting venture capital funding for their startups in a move that echoes the rise of celebrity-backed businesses.
Beauty and skincare content creator Himi Khandelwal, also known as The Skintellectual Girl with 208,000 followers on Instagram, has raised about Rs 8 crore at a pre-money valuation of Rs 22 crore for her skincare brand Pruf, led by DSG Consumer, with participation from All In Capital, and angels like Reckitt’s Arjun Purkayastha, Snapdeal founders Kunal Bahl and Rohit Bansal, Shaadi.com’s Anupam Mittal, and Deconstruct founder Malini Adapureddy, people aware of the development said.
