ThriveCo

ThriveCo is an evidence-based, cosmeceutical brand founded under Anveya Living Private Limited . Established to bridge the gap between international-quality beauty solutions and the Indian market, ThriveCo offers a comprehensive range of scientifically proven hair and skin care products. The brand was launched by Vivek and Saurav, inspired by the observation that Indian consumers often sought advanced personal care products abroad due to a lack of cutting-edge, clinically validated options locally.

Core Products & Services

• Hair Care: Hair Growth Serum (clinically proven for 145% hair growth and 42% reduction in hair fall in 8 weeks), Hair Prime Serum (reduces grey hair by 46% in 17 weeks), Hair Thickener Volumizing Serum (instant 36% increase in hair thickness), and more.

• Skin Care: Regimen-based, science-backed solutions for diverse skin concerns, all vegan, cruelty-free and dermatologically tested.

• Proprietary Ingredients: Trademarked actives like Arcedin and Hyaplex, clinically tested for efficacy in reversing greys and repairing hair cuticle damage.

• Transparency & Clinical Testing: All products undergo rigorous clinical trials and are formulated with premium, globally sourced ingredients.

Unique Value Proposition

• India’s First Evidence-Based Brand: Focused on delivering results beyond claims, with every product validated by clinical trials and scientific research.

• Regimen-Based, Clean Beauty: Solutions are vegan, cruelty-free and free from harmful additives, making beauty accessible and effective for all.

• Innovation & Proprietary Science: Exclusive, trademarked ingredients and advanced formulations set ThriveCo apart in a crowded market.

• Recognition: Internationally acknowledged by the scientific and dermatology community for innovation in hair and skin care.

Business Model & Revenue Streams

ThriveCo operates a direct-to-consumer (D2C) business model, primarily selling through its own website and select online marketplaces. The brand leverages digital marketing, influencer partnerships and clinical results to drive consumer trust and repeat purchases.

• Direct Online Sales: Majority of revenue comes from ThriveCo’s official website, offering the full product range to end consumers (B2C).

• E-commerce Marketplaces: Additional sales via platforms such as Nykaa, Amazon, and other beauty-focused e-retailers.

• Subscription & Bundled Regimens: Regimen-based kits and subscription offers encourage higher customer lifetime value and repeat business.

• Professional Channel: Some partnerships with salons, dermatologists and clinics for professional recommendations and bulk sales.

• Premium Pricing: Products are positioned as high-efficacy, clinically validated solutions, allowing for premium pricing.

• Regimen Upsell: Bundling products into regimens for comprehensive care increases average order value.

• Innovation Pipeline: Continuous launch of new, clinically tested products and proprietary ingredients to capture emerging trends and needs.

Customer Segmentation

• B2C: Urban millennials, Gen Z and professionals seeking science-backed, high-performance hair and skin care.

• B2B (Limited): Dermatologists, clinics and salons recommending ThriveCo for advanced personal care needs.

Growth Strategy

• Product Innovation: Ongoing R&D to introduce new, clinically proven solutions and expand into adjacent categories.

• Market Expansion: Scaling across India, with plans for international growth leveraging Guardian/Ananta Capital’s global network.

• Strategic Partnerships: Collaborating with influencers, dermatologists and wellness platforms to build trust and reach.

• Acquisition & Investment: In June 2024, Guardian (Ananta Capital) acquired a majority stake in ThriveCo, providing resources for product launches and global expansion.