Co-founded by Jinesh Mehta and tennis player Mahesh Bhupathi, Scentials had launched cricketer Virat Kohli’s ‘one8’ brand in the fragrance category in January this year and followed it with launching skincare brand, Arias, with actor Lara Dutta.

Speaking on the investment, packaging specialist, Jinesh Mehta said, "Since our inception, we have focused on making high-quality beauty products available at affordable prices to the consumer and have already received great traction. This has been made possible through our strategic partnerships with top celebrities — both actors and sportspersons — whose personalities and presence resonate with consumers not only in India but also globally."

Mahesh Bhupathi added, "There have been multiple success stories with celebrity beauty brands and licenses in the West and with our product and distribution offering we feel we are able to offer the celebrity an opportunity to create serious value. To have Unilever ventures back our vision is testimony that we are on the right track."

Pawan Chaturvedi, investment director at Unilever Ventures, said, "Scentials is building a unique beauty brands studio platform that combines fast paced innovations across beauty categories with endorsements from top tier Indian celebrities in sports, films and entertainment. The celebrity partnerships provide massive traditional and social media reach driving brand salience. We look forward to supporting Scentials in their growth journey."

(l-r) Mahesh Bhupathi, Virat Kohli and Jinesh Mehta

Scentials is centred on developing beauty brands across fragrances, skincare and colour cosmetics, which is shaped by the vision and personalities of various Indian celebrities. The company is expected to expand its offerings across the country. It will start a makeup line with Malaika Arora before Diwali.