The Luxury of Less

AntiNORM is a counterpoint to every other beauty brand you know.

DISCOVER

High-Performing, Multi-Tasking Products (for High-Performing, Multi-Tasking Women).

  • High & dry - The Dry Shampoo

    Gives insane volume without build-up
    BUY NOW

  • bye-bye blow-dry - The hair Cream

    Adds shine and tames frizz
    Buy Now

  • fuller without filler - The lip plumper

    Gives plump lips & lasting hydration for hours
    Buy Now

no more 10-step beauty routines. no more BS.

Just what works!

Maximum Impact, Minimum Time & Effort

Bye Bye Blow Dry
THE HAIR CREAM
Bye Bye Blow Dry
Rs. 1,199
Rs. 1,199 -9%
Rs. 1,319
Fuller Without Filler
THE LIP PLUMPER
Fuller Without Filler
Rs. 999
Rs. 999 -9%
Rs. 1,098
High & Dry
THE DRY SHAMPOO
High & Dry
Rs. 1,099
Rs. 1,099 -9%
Rs. 1,208

This is the future of beauty, where simplicity is the ultimate sophistication

We believe that beauty lies in essence, not excess. When we strip away the unnecessary, what remains is invaluable. We know that time is the ultimate luxury, and we want you to spend less time on your skin and hair, and more time living your best life.

know more

Hi, I’m Aparna.

Today, building Antinorm is a full-circle moment for me.
 At Antinorm, I am applying a core philosophy: Build obsessively around the real problem, and push the boundaries of product formulation to add in features that meaningfully expand the solution and make it utility-centric. This time, for a segment that desperately needs it—the fast-moving women of India with little to no time.

know THE antinorm story