Perfora, a direct-to-consumer (D2C) oral beauty and wellness brand, has raised $1 million in a seed round led by Sauce.VC and several strategic investors.

These strategic investors include Lotus Herbals Family Office, Shiprocket Group, and Sara International Group. Entrepreneurs, including Mohit Sadaani (The Mom’s Co), Saurabh Pandey (Aknamed), Trisha Rajani (Dr Vaidya’s), and Ashutosh Valani (Beardo), also participated in the funding round.

The D2C brand will use the freshly raised capital to build its team, introduce a range of innovative oral care solutions, strengthen its brand positioning, and expand distribution.

Perfora | Elevating Everyday Oral Care

Launched in August 2021 by Jatan Bawa (ex-Vahdam India) and Tushar Khurana (ex-Cult.fit), Perfora offers clean and performance-driven oral care products. Building a disruptive, modern, and functional oral care brand, Perfora’s product portfolio includes probiotic mouthwash, electric toothbrush, N-Ha toothpaste, smart flosser, and peroxide-free teeth whitening pen.

Speaking on the development, Tushar Khurana, Co-founder of Perfora, said,

“In India, 90% of people either have dental cavities or gum disease. There is a massive lack of awareness around oral hygiene, and most products in the market use inappropriate ingredients like SLS or Titanium Dioxide or Sodium Saccharin. There is a massive opportunity to build an oral care brand that creates awareness.”

Currently, the D2C brand sells its products via its website and channels like Amazon India, Swiggy Instamart, and Nykaa.

According to Perfora, oral care is a Rs 15,000-crore market, which is dominated by incumbent brands such as Colgate, Sensodyne, Close Up, Patanjali, and Dabur. Perfora is challenging these traditional players with a fresh look at the category in terms of product lines and distribution.

India is witnessing the rise of D2C brands across categories. As per Avendus, India is estimated to have a USD 100 billion addressable market by 2025. 

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