Protouch Secures $2M to Revolutionise Beauty-Tech with Smart Home Devices

You know that curious moment when you realise an idea, once confined to a beauty counter, suddenly turns into a full-blown tech startup story? That’s pretty much what’s happening with India’s Protouch—a young beauty-tech brand that’s just secured a neat $2 million in pre-Series A funding led by GVFL, with Ennission India Capital and Anicut Capital also getting in on the action. The round, which puts the company’s valuation at around $10 million, signals that investors are increasingly charmed by the smart-beauty wave sweeping across India and the Middle East.

Protouch, founded back in 2022 by Tanisha Lakhani, builds salon-grade devices designed for home use—basically gadgets that save you a trip (and a bit of a faff) to the beauty parlour. They’ve struck a sweet spot, blending affordability with professional-grade tech that actually makes sense for local conditions. I remember when Arageek first started tracking the rise of AI-driven beauty startups across MENA—it all felt a bit futuristic then. Seeing Protouch now pushing boundaries with devices designed for India’s humid, dusty climate feels like a natural evolution of that same energy.

Lakhani has openly said that consumers are craving “smarter, faster and more effective beauty solutions.” Fair point. With this cash injection, the company plans to ramp up its R&D, launch new haircare and skincare tools, and beef up its omnichannel retail strategy—a mix of online and offline reach that’s, frankly, spot on for India’s fragmented market. GVFL’s managing director, Mihir Joshi, reckons the brand could easily lead the segment as demand for tech-powered self-care kits keeps rising.

And here’s the clever bit: Protouch isn’t just about looks. They’ve rolled out India’s first automatic multi-styler using Coanda airflow technology (think Dyson-style smoothing, but built in India) and LED-based devices that are clinically tested for both hair and skin. A dual-sided trimmer with a ceramic edge rounds up the line, each tweak fine-tuned for typical Indian hair texture and climate. It’s this attention to local detail that gives them an edge—no pun intended.

Over the last 30 months, the team has reportedly grown revenues by 15 times and even managed to stay profitable, serving more than 200,000 customers in India while quietly making headway into the Middle East. I reckon that sort of growth story could inspire plenty of MENA beauty founders who, like us at Arageek, believe that tech and authenticity can go hand in hand. Sure, they’ll have competition from global giants, but if there’s anything Protouch has proven so far, it’s that you don’t need to be a household name to win hearts—and shelves.

That said, expansion comes with its own challenges. Setting up manufacturing in-house is on their wish list, a move meant to cut costs and control quality as they scale. For now, though, they seem chuffed to bits with their momentum and the validation that comes when early investors double down.

Innovation in beauty is no longer just about the next moisturiser or hair serum; it’s increasingly about intelligent devices that make self-care accessible and sustainable. And if Protouch keeps its stride, this might just be one of those Indian startups the entire MENA beauty-tech scene should keep an eye on. Well… I mean, it’s definately one to watch.

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