MoroMaa Founder Soundous Moufakir Raises ₹1.5 C from AJ VC
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MoroMaa, a beauty, lifestyle and body care brand founded by Soundous Moufakir, has raised ₹1.5 crore from Aviral Bhatnagar of AJ VC in exchange for a 9% equity stake. Launched on 27 June 2026, the brand is working to establish M Beauty or Moroccan Beauty, as a distinct category in India through products made with authentic Moroccan ingredients sourced directly from Morocco.
The investment comes within the brand’s first few months of operations, during which MoroMaa has sold out two of its products. The fundraise marks an early milestone in the company’s plans to develop its product portfolio, strengthen distribution and introduce Moroccan beauty practices to a wider Indian audience.
MoroMaa’s proposition is rooted in Soundous’ personal connection to Morocco and her experience of its beauty traditions. The brand seeks to bring the ingredients, rituals and cultural context of Moroccan personal care to Indian consumers, while developing products suited to the local market.
Soundous, who holds an MBA in Finance, is building MoroMaa as a solo founder and CEO. Her background across finance and the entertainment industry informs the brand’s two central identity pillars: Artists and Moroccan. While the Artists proposition connects the brand to the founder’s entertainment background and cultural networks, the Moroccan proposition focuses on the authenticity of its ingredients and the beauty traditions behind them.
Commenting on the fundraise, Soundous Moufakir, Founder and CEO of MoroMaa, said, “MoroMaa started with a simple idea: to bring the beauty rituals and ingredients I grew up with in Morocco to India. Over time, that idea has developed into a larger vision of building M Beauty as a category and making Moroccan beauty more accessible to Indian consumers. The early response to our products and the investment from AJ VC are important milestones for us. We are now focused on building the right products, strengthening our operations and developing MoroMaa into a brand with a long-term presence in the Indian beauty and personal care market.”
Aviral Bhatnagar, Founder of AJ VC said, “Soundous brings a combination of product understanding, distribution experience and personal familiarity with Moroccan beauty to the business. Her approach to developing MoroMaa reflects an opportunity to introduce a distinct beauty proposition in India while adapting it to the local consumer. We believe the category has room to develop and are looking forward to supporting the company as it builds its product portfolio, distribution and customer base.”
With the latest investment, MoroMaa plans to focus on product development, expanding its reach and building awareness around Moroccan beauty in India. The brand’s longer-term vision is to establish M Beauty as a recognisable category within the country’s growing beauty and personal care landscape, while retaining authenticity in its sourcing and product development.
