Numour, upliance.ai in funding talks as D2C bets persist

Delhi-based skincare brand Numour and smart kitchen appliance startup upliance. ai are reportedly in late-stage funding discussions, according to Inc42. The talks, if finalized, would involve capital for two direct-to-consumer brands integrating technology into their product categories—one in beauty devices, the other in AI-assisted cooking.

Inc42 cited sources saying Numour is in negotiations for a $3. 1 million (₹30 crore) round led by Sharrp Ventures. The firm, which previously backed contract manufacturer Naturis Cosmetics, would add Numour to its beauty and personal care portfolio. Numour, launched in 2025 by Vaishali Jain under Nuvanza Venture, sells through its website, ecommerce platforms like Amazon, Nykaa, Flipkart, and Myntra, quick-commerce service Blinkit, and offline Broadway stores. Its product lineup includes sunscreens, dual-phase serums, collagen-based skincare, LED-equipped jars, sonic massagers, and facial devices. The brand describes its approach as combining active ingredients, skin barrier care, and delivery systems designed to enhance ingredient penetration, though it has not publicly shared clinical trial results.

The reported funding discussions follow recent activity in the skincare space. Numour’s proposed round would align with similar early-stage valuations, though neither the company nor Sharrp Ventures responded to Inc42’s requests for comment.

Separately, upliance. ai is reportedly in advanced talks to raise $3 million to $4 million (₹28-₹37 crore) in a Series A round expected to close by January 2027. Its technology uses generative AI to convert recipes into step-by-step instructions executable by its devices. Users can also submit voice feedback if issues arise, with the team refining recipes based on ratings and comments. Existing investor Khosla Ventures is reportedly considering additional investment, and a new backer may join the round.

The startup previously raised ₹34 crore in a seed round led by Khosla Ventures in February 2024. The segment includes both startups and established brands, such as Wonderchef, which launched an all-in-one kitchen robot in April 2024, and Philips, which introduced its OneChef multi-function appliance in India in March 2026.

The reported funding talks come as investor sentiment around D2C brands appears to be evolving. At TechSparks 2026, BRND. ME founder Ananth Narayanan declared the era of celebrity-backed growth hacks over, arguing that lasting brands would be built on product quality rather than marketing tactics. While Numour and upliance. ai emphasize technology and R&D, their fundraising outcomes remain unconfirmed.

Key questions ahead include whether these rounds will close at the reported terms and how the capital might be allocated—particularly in areas like product development, where both brands highlight proprietary technology. For skincare brands like Numour, competition in the devices segment could intensify, while upliance. ai may face challenges differentiating its AI-powered cooking assistant in a crowded market. If the rounds proceed, they could indicate continued investor appetite for consumer brands blending innovation with tech, even as the broader D2C landscape shifts.

Sources: inc42.com · inc42.com