Truth & Hair Shark Tank India Episode Review
Truth & Hair appeared on Shark Tank India Season 5, Episode 8, with founders Soumya Alakh (trichology expert, 7 years experience, founder of India’s early curly hair marketplace NYNM) and Shailesh Singh seeking ₹1 Crore for 2.5% equity (₹40 Crore valuation) and closed a deal for ₹2.5 Crore for 25% equity (₹10 Crore valuation) with Shark Varun Alagh (Mamaearth founder). The Gurugram-based “hair beauty” brand focuses on instant styling solutions rather than traditional cleansing, with their Hair Mascara (India’s first crayon-based root touch-up) generating 70% of revenue. Targeting 80-90% of Indians with wavy hair textures, they offer products like Flyaway Wand for frizzy baby hairs and plan to launch Hair Glitter and Hair Gloss
Website Information
- Website:- Truth & Hair
- Build on Shopify
- Average SEO Performance, SEO Improvement Needed.
- ORGANIC TRAFFIC: 1913 visitor per month.
Founders
The brand was founded by the husband-wife duo, Soumya Alakh and Shailesh Singh.
- Soumya Alakh: A trichology expert with 7 years of industry experience. She previously founded “NYNM” (Naturally You), one of India’s early marketplaces for curly hair.
- Shailesh Singh: An “all-rounder” co-founder who transitioned from a corporate career at Genpact to entrepreneurship to build the brand alongside Soumya.
Brand Overview
- Truth & Hair is a Gurugram-based hair care and beauty brand that focuses on the “hair makeup” and “hair styling” niche.
- Unlike traditional brands that focus solely on cleansing (shampoos), Truth & Hair positions itself as a beauty-first brand.
- Their goal is to provide instant solutions for common hair concerns, such as frizzy flyaways and grey roots, saving customers both time and money compared to expensive salon treatments.
Product Overview & Highlights
The brand focuses on innovative, texture-based, and aesthetic hair solutions.
- Hair Mascara: India’s first crayon-based root touch-up tool for instant grey coverage. It currently accounts for 70% of the brand’s total revenue.
- Flyaway Wand: A specialized wand designed to instantly slick back frizzy baby hairs for a polished look.
- Hero Product (Volume): While the mascara drives revenue, the founders consider their Hair Mask to be a core hero product.
- Future Pipeline: The founders are developing “Hair Glitter” (non-sticky formula), “Hair Gloss,” and a unique dry shampoo.
Shark Tank India Appearance & Ask
- The founders appeared on Shark Tank India seeking ₹1 Crore for 2.5% equity, valuing the company at ₹40 Crores.
- They highlighted their transition from a niche curly hair marketplace to a broader “hair beauty” brand targeting the 80–90% of Indians with wavy hair textures.
Season and Episode Air Date
- Season: 05
- Episode: 08
- Episode Air Date: Wednesday, 14 January 2026
Investor Reactions
The Sharks had mixed feelings regarding the business’s current stage:
- Positive Feedback: Viraj Bahl praised the packaging, noting that it stands out and looks premium. Vineeta Singh acknowledged Soumya’s long-standing credibility in the curly hair community.
- Concerns over Scalp/Moat: Namita Thapar felt the products were “easily copyable” and that the brand lacked a “moat” (competitive advantage).
- Early Stage Skepticism: Kunal Bahl pointed out that since 70% of sales come from a single product (mascara) launched only months ago, the business felt like a “three-month-old company” rather than an established brand.
- Financials: The Sharks noted high “burn” (losses) and a high valuation relative to their projected annual revenue of ₹4–4.5 Crores.
Customer Engagement Philosophy
- The brand’s philosophy is rooted in identifying neglected hair textures.
- They shifted from a “Curly Hair” focus to a “Wavy Hair” focus because the founders realized that while most Indians have wavy hair, most products are marketed either for straight or curly hair.
- They aim to engage customers by treating hair care as a part of a daily beauty and makeup routine rather than just hygiene.
Future Vision
- The founders envision Truth & Hair becoming a leader in the “Hair Beauty” category.
- Their roadmap includes moving beyond basic care into high-glamour styling products like hair glitters and glosses.
- By leveraging Soumya’s expertise in trichology, they aim to continue launching R&D-backed formulations that bridge the gap between clinical hair care and cosmetic beauty.
Deal Finalized or Not
- Yes, a deal was finalized. Initially, the founders did not show interest in the high equity asks.
- However, after negotiations regarding the brand’s valuation and the need for strategic expertise:
- Final Deal: Varun Alagh (Founder of Mamaearth) invested ₹2.5 Crores for 25% equity.
- The deal closed at a ₹10 Crore valuation, significantly lower than the initial ₹40 Crore ask, but securing a strategic partner in the personal care industry.
| Item | Details |
|---|---|
| Website Name | Truth & Hair |
| Website Platform | Built on Shopify |
| SEO Status | Average SEO performance, improvement needed |
| Organic Traffic | 1,913 visitors per month |
| Founder 1 Name | Soumya Alakh |
| Founder 1 Background | Trichology expert with 7 years of experience |
| Founder 1 Previous Venture | Founder of NYNM (Naturally You), curly hair marketplace |
| Founder 2 Name | Shailesh Singh |
| Founder 2 Background | Ex-Genpact professional turned entrepreneur |
| Founder Structure | Husband–wife founding team |
| Brand Location | Gurugram, India |
| Brand Category | Hair care, hair makeup, and hair styling |
| Brand Positioning | Beauty-first hair solutions, not just cleansing |
| Core Problem Solved | Instant solutions for frizz and grey roots |
| Key Differentiator | Salon-like results at home |
| Flagship Product | Hair Mascara (crayon-based root touch-up) |
| Revenue Contribution | Hair Mascara contributes ~70% of revenue |
| Secondary Product | Flyaway Wand |
| Hero Product (Founder View) | Hair Mask |
| Product Innovation | Texture-based, aesthetic hair solutions |
| Future Product Pipeline | Hair Glitter, Hair Gloss, Dry Shampoo |
| Shark Tank Ask | ₹1 Crore for 2.5% equity |
| Initial Valuation | ₹40 Crores |
| Target Market Shift | From curly hair to wavy hair (80–90% Indians) |
| Investor Feedback (Positive) | Packaging praised by Viraj Bahl |
| Founder Credibility | Soumya recognized by Vineeta Singh |
| Investor Concern | Products seen as easily copyable |
| Moat Concern | Lack of strong competitive advantage |
| Revenue Concentration Risk | Heavy dependence on one product |
| Financial Observation | High burn rate |
| Projected Annual Revenue | ₹4–4.5 Crores |
| Customer Philosophy | Hair as part of daily beauty & makeup routine |
| Hair Texture Focus | Wavy and frizzy hair types |
| Brand Vision | Leader in “Hair Beauty” category |
| R&D Strength | Trichology-backed formulations |
| Deal Status | Deal finalized |
| Final Investor | Varun Alagh (Mamaearth) |
| Final Investment | ₹2.5 Crores |
| Final Equity | 25% |
| Final Valuation | ₹10 Crores |
| Market Size (India BPC) | $21.5B (2025), growing to $43.85B |
| High-Growth Segment | Hair styling & hair makeup |
| Wavy Hair Opportunity | 80–90% of Indian population |
| TAM (Hair Care India) | ~$4.28 Billion |
| SAM (Hair Beauty Segment) | ₹600–₹1,000 Crores |
| Revenue Target (3–5 yrs) | ₹50–₹100 Crores |
| Primary Audience | Women aged 22–45 |
| Secondary Audience | Gen-Z & Millennials (18–30) |
| Key Use Cases | Grey coverage, flyaway control, occasions |
| SEO Focus Keywords | Instant grey root touch-up, flyaway wand |
| Content Strategy | Before vs After demonstrations |
| Expert Content | Trichology-led education by founder |
| Influencer Focus | Wavy-hair micro influencers |
| Core Sales Channel | D2C via Shopify |
| Marketplaces | Nykaa, Amazon, Tira |
| Quick Commerce | Blinkit, Zepto |
| Salon Strategy | Carry-home products in premium salons |
| Key Advantage | First-mover in hair makeup in India |
| Strategic Edge | Varun Alagh’s FMCG expertise |
| Founder–Market Fit | Strong domain credibility |
| Key Challenge | High EBITDA loss (~-48%) |
| CAC vs AOV Issue | ₹620 CAC vs ₹600 AOV |
| Inventory Risk | Stock-outs of Hair Mascara |
| Moat Risk | Easy replication by FMCG brands |
| Growth Strategy | Bundling to increase AOV & LTV |
| Supply Chain Plan | Manufacturing optimization |
| Revenue Diversification Goal | Reduce mascara dependency |
| Product Expansion Focus | Wedding & festive hair beauty |
| Margin Target | CM2 +15–20% |
| Long-Term Retail Goal | 500+ premium retail touchpoints |
Truth & Hair Shark Tank India Business Plan
1. Truth & Hair: Business Potential in India (Facts & Data)
- India’s Beauty Inflection Point: The Indian beauty and personal care (BPC) market is valued at approximately $21.5 billion in 2025 and is projected to grow to $43.85 billion by 2033 (CAGR of 9.3%).
- Segment Growth: While the traditional shampoo market is large (~₹8,500 Cr), the hair styling and makeup market is the high-growth frontier. The temporary hair color and “quick-fix” segment is growing at a CAGR of 17.4%, far outpacing generic cleansers.
- The Wavy Hair Opportunity: 80–90% of Indians have a wavy hair texture. By moving from a “Curly” focus to a “Wavy & Styling” focus, Truth & Hair has unlocked a massive, underserved demographic.
2. Truth & Hair: Total Addressable Market (TAM)
- TAM (Total Market): The Indian hair care market is estimated at $4.28 billion (₹35,000+ Cr) in 2025.
- SAM (Serviceable Market): The hair styling and “hair beauty” niche is valued at roughly ₹600–₹1,000 Cr, but it is currently under-penetrated.
- SOM (Target Share): Truth & Hair aims to capture the premium urban “hair makeup” segment, targeting a ₹50–₹100 Cr revenue within 3–5 years by dominating the root touch-up and flyaway wand categories.
3. Truth & Hair: Ideal Target Audience & Demographics
- Primary Demographic: Women aged 22–45 living in Tier-1 and Tier-2 cities (Mumbai, Delhi, Bangalore, etc.).
- Key Archetype – The Time-Strapped Professional: Busy women who need “salon-like” results at home for grey coverage or sleek styling but lack the time for 3-hour salon visits.
- Key Archetype – The Occasion Stylist: Gen-Z and Millennials (18–30) who use “hair makeup” for weddings, parties, and social media content (glitter, gloss).
- Hair Profile: Specifically targeting those with wavy or frizzy textures looking for specific styling control rather than just “cleanliness.”
4. Truth & Hair: Digital Marketing & Content Strategy
- Search Engine Optimization (SEO): Truth & Hair currently sees ~1,900 monthly organic visitors. The strategy must shift to “intent-based” keywords like “instant grey root touch up,” “best flyaway wand India,” and “hair makeup for wavy hair.”
- The “Problem-Solution” Content Hook: Use short-form video (Reels/YouTube Shorts) to show the “Before vs. After” of the Hair Mascara and Flyaway Wand.
- Educational Content: Leverage Soumya’s Trichology background to create “Ask the Expert” segments, building trust through science-backed hair health advice.
- Influencer Strategy: Collaborate with “Wavy Hair” influencers (not just the top 1% but micro-influencers) to demonstrate product application on diverse Indian hair textures.
5. Truth & Hair: Distribution Strategy
- D2C-First (Shopify): Continue using the Shopify website for data collection and high-margin sales.
- E-Marketplaces: Focus on Nykaa, Amazon, and Tira. These platforms are the primary search engines for beauty in India.
- Quick Commerce (Blinkit/Zepto): Essential for “instant” products like hair mascara. If a woman notices grey roots before a meeting, she needs the product in 10 minutes.
- B2B / Salon Partnerships: Placing the Flyaway Wand and Mascara in premium salons as “carry-home” beauty essentials.
6. Truth & Hair: Advantages & Challenges
Advantages:
- First-Mover in Hair Makeup: India’s first crayon-based root touch-up gives Truth & Hair a distinct identity.
- Strategic Investor: Having Varun Alagh (Mamaearth) provides access to a world-class supply chain and distribution playbook.
- Founder-Market Fit: Soumya’s 7 years of specialized hair experience provides high credibility.
Challenges:
- High Burn Rate: Current EBITDA is ~-48%. Bridging the gap from a ₹620 CAC (Customer Acquisition Cost) to a ₹600 AOV (Average Order Value) is critical.
- Moat Protection: As Namita Thapar noted, these products are easy to copy by larger FMCG giants.
- Inventory Risks: Being out of stock for hero products (Mascara) leads to customer churn.
7. Truth & Hair: Success Drivers & Mitigation Strategies
| Potential Risk | Mitigation Strategy for Truth & Hair |
| Low Barrier to Entry | Build a strong community/brand identity around “Wavy Hair” that competitors can’t easily replicate with a single SKU. |
| High Marketing Costs | Shift to a “Routine-Based” model (Bundling Shampoo + Mask + Styling) to increase AOV and LTV (Lifetime Value). |
| Supply Chain Gaps | Use the investment to build buffer stock and optimize manufacturing with partners like Vedic Cosmetics. |
8. Truth & Hair: Future Vision & Valuation Roadmap
To increase valuation from the Shark Tank deal (₹10 Cr) to a potential ₹100 Cr+ Series A, Truth & Hair must:
- Reduce Revenue Dependency: Shift from 70% mascara dependency to a balanced mix (30% Mascara, 30% Styling, 40% Routine Care).
- Product Expansion: Launch the “Hair Glitter” and “Hair Gloss” to own the “Festival/Wedding Beauty” niche in India.
- Achieve CM2 Positive: Move from -7% to +15-20% Contribution Margin by optimizing performance marketing and increasing repeat purchase rates (>30%).
- Omnichannel Presence: Reach 500+ premium retail touchpoints (Modern Trade) to move beyond purely digital-native limitations.
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