CUNIN, a lifestyle brand focused on fragrances and accessories, has secured $450,000 in a pre seed funding round. The round was led by All In Capital and Huddle Ventures. The company is positioning itself as a culture first brand built specifically for Gen Z consumers, with plans to expand its product range and grow its presence across both online and offline retail channels.
The pre seed round of $450,000 gives CUNIN the capital it needs to move into its next phase of growth. All In Capital and Huddle Ventures led the investment, signaling confidence in the brand’s approach to building a lifestyle company rooted in identity and culture rather than just selling products. With this funding, CUNIN plans to strengthen its foundation before scaling further.
At its core, CUNIN is working on expanding its fragrance portfolio along with carryable perfume accessories that fit into everyday routines. The brand is not treating this as a simple product expansion. Instead, the company wants to use the new funds for product development, hiring leadership talent, strengthening its branding, and eventually expanding into offline retail spaces. The idea is to create a well rounded lifestyle brand rather than a single product line.
CUNIN was founded by Kunal Shukla, Amish Bibhu, and Afsal Ashraf, all of whom previously held executive roles at NEWME. Their prior experience in building and scaling consumer facing businesses is likely to play a role in how CUNIN approaches its own growth strategy. The founding team’s background suggests a clear understanding of what it takes to build a brand that resonates with younger audiences in India’s competitive consumer market.
What sets CUNIN apart, according to the company, is its vision to build a lifestyle brand that goes beyond just selling fragrances. The founders describe their long term goal as creating a globally recognized brand shaped by culture, identity, and storytelling. This reflects a broader shift happening across consumer startups, where founders are betting that emotional connection and community driven branding matter just as much as the product itself.
CUNIN’s fresh funding puts it in a strong position to build out its team, refine its offerings, and take its first steps toward physical retail presence. As the brand grows, its success will likely depend on how well it can translate its cultural positioning into products that resonate with everyday consumers.
