Antinorm is, quite simply, unlike any other beauty brand out there.

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. 

Meet the A-Team

A crew of challengers, builders, and beauty rebels.

We craft multifunctional products that simplify routines without compromising results.


Obsessed with performance, we blend data, rebellion, and Indian realities into every formula.

Together, we’re rewriting beauty norms; one breakthrough at a time.

Too many steps.

Too many products.

Too little payoff.

As Indian women, we’ve been sold the lie that more is more — more serums, more routines, more money down the drain. I was that overwhelmed, overpromised, underwhelmed consumer. So I created Antinorm: high-performance, multifunctional products that do more, so you can do less.

Antinorm is here to un-complicate beauty. For good.

We’re done with the fluff, the fear-mongering, the 12-step “holy grails.” This is skincare that gets to the point — fast, effective, and unapologetically efficient. Because in 2025, your skincare should work harder than your delivery app. Welcome to beauty without the BS

We use the best-quality ingredients (you deserve nothing less)

Our products are overachievers

They’ve been created to tackle multiple needs and deliver instant results — no one-trick ponies in sight, no gimmicks ever. 

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