Skincare has long treated melanin-rich skin as an afterthought, but Asaya is betting that a dedicated approach can build a serious business. The company, which sells a range of melanin-first skincare products, has raised $9.2M in a Series A round.
The funding was led by RPSG Capital, with participation from OTP Ventures, Huddle Ventures, Hyperscale Ventures, and 72 Ventures. Asaya, operating under parent company Wellspring Consumer, positions its products as a corrective to an industry it says has historically centered Western beauty standards. The fresh capital arrives as the brand looks to scale its specialty formulations, which blend natural actives with dermatological research tailored to the specific needs of melanin-rich skin.
