Sahajan completes first round of equity funding for clinically-backed Ayurvedic beauty products

09 Nov 2023 --- Sahajan, an Ayurvedic and clean beauty brand, has announced its first round of equity funding to drive the brand’s North American growth, bringing its “clinically proven” skin care products to the forefront. 

The equity raise will fuel various growth initiatives, including an increased marketing spend, retail expansion, clinical trials and new product launches. 

The brand is also building its global reach through a strategic partnership with luxury hotels, including St. Regis, The Ritz, JW Marriott and W Hotels, placing Sahajan’s products in four hundred properties and 200,000 luxury hotel rooms worldwide.

One of the “first” Ayurvedic beauty brands to emerge on the North American scene, Sahajan has been entirely “bootstrapped” up until now by founder and former pharmaceutical executive Lisa Mattam, who launched the first collection of Sahajan products in the gifting lounge at the Toronto International Film Festival in 2015. 

“I am thrilled to announce this round of funding and the brand’s North American expansion, helping to secure Sahajan’s position as the leader in Ayurvedic, clean beauty,” says Lisa Mattam, CEO and founder of Sahajan.

“I started this brand with a clear mission: to bring ancient Ayurveda and its time-tested, high-performing ingredients to the beauty world, creating products with unparalleled efficacy. With this round of funding and the strategic hotel distribution, millions of people worldwide will experience the power of Sahajan.” 

The future of Ayurveda in beauty
Since its launch, the brand has grown online and expanded into retail, as consumers have become more aware of the benefits of Ayurvedic ingredients and practices and brought them into their daily beauty regimens. 

Sahajan gets public endorsements after its first round of equity funding. Numerous accolades and celebrity endorsements have also perpetuated organic growth and awareness of the brand over the years. 

Sahajan is a digital-first beauty brand with growing retail sales, contributing to approximately 25% of its overall business. In addition to retail growth and new customer acquisition, Sahajan will continue to build on its notably strong community — with 14% of lifetime value sales attributable to customers who have purchased ten times or more.

Mattam asserts that the brand leads with a dual approach of “combining clinical science with the power of Ayurveda,” which she considers an integral part of her heritage, as she hails from Kerala, India, the epicenter of Ayurveda. 

Investors’ sentiments
Investors in the round of funding included Ridgeline Ventures, Wonderment Ventures, actor Yvonne Strahovski, Rupi Kaur, author of “Milk and Honey,” Lululemon executive Celeste Burgoyne, dermatologist Dr. Shannon Humphreyand veteran consumer investor Manica Blain at Top Knot Ventures. 

“Sahajan marks Ridgeline’s first investment in beauty, and we were incredibly impressed by what Lisa had accomplished, especially concerning her strong base of repeat customers and maintaining growth with a focus on profitability,” says Ally Disterhoft, VP of Ridgeline Ventures.

“Consumers are more discerning now than ever before, and by combining attributes like ‘clean’ and ‘highly effective,’ Sahajan has been able to build a high degree of trust amongst its growing customer base.”

Strahovski says about the brand’s recent funding: “There are not many skin care products I am willing to put on my face — Sahajan is the exception to the rule. It is a beautiful, clean product that is backed by both Ayurveda and clinical science. And, I have never received as many compliments about my skin as I have since I started using Sahajan products.”’

Author Kaur added: “Sahajan’s authentic approach to Ayurvedic beauty, along with its rigorous clinical science, is paramount to me and a big part of what drew me to the brand, and now, I want to share it with many other people who also hold that sacred.” 

Edited by Sabine Waldeck