Nivora Group strengthens beauty portfolio with AAVRANI acquisition
This strategic move underscores growing investor interest in prestige beauty brands blending ancient traditions with modern science.
USA – Nivora Group, a consumer-focused private equity firm, has acquired AAVRANI, an award-winning beauty brand specializing in Ayurvedic skincare, adding it to its private equity portfolio of consumer goods companies.
Founded in 2017 by Rooshy Roy and Justin Silver, AAVRANI gained acclaim for translating ancient Indian Ayurvedic rituals into clinically validated, high-end formulations using scientifically tested ingredients.
The brand raised over USD 15 million in funding and expanded into Sephora stores across the U.S. and Canada in 2024, marking a key entry into luxury retail and popularizing Ayurvedic beauty in Western markets.
Financial terms of the acquisition were not disclosed, but Nivora highlighted AAVRANI’s established retail footprint, disciplined product development, and unique market positioning as core drivers.
Nivora views AAVRANI as a prime opportunity to capitalize on rising consumer demand for holistic, results-driven beauty solutions amid a USD 1.4 trillion global beauty market.
The firm plans to accelerate growth by expanding U.S. distribution, entering select international markets, and investing in innovation rooted in Ayurvedic principles.
Elliott Weller, Partner at Nivora, emphasized the brand’s “thoughtful integration of tradition and science,” noting its earned trust with consumers and retailers.
Partner Joel Golombeck added that AAVRANI is “ideally positioned to meet that demand at scale”.
As part of the deal, co-founders Rooshy Roy and Justin Silver will exit the company, paving the way for Nivora-led scaling.
Roy, who created AAVRANI to bring “credibility, rigour, and cultural respect to Ayurvedic beauty,” expressed pride in the brand’s foundation.
Silver noted the acquisition provides “resources required for its next phase,” following proven relevance with consumers and partners.
This acquisition signals private equity’s continued bet on prestige skincare innovation, particularly in culturally authentic, science-backed segments like Ayurveda, amid sustained post-pandemic growth in clean and holistic beauty.
Nivora’s focus on consumer goods positions AAVRANI for broader global reach, potentially challenging larger players in the prestige channel.
Nivora’s addition of AAVRANI boosts its consumer portfolio with a high-growth beauty asset primed for expansion, reflecting investor confidence in Ayurvedic-inspired luxury skincare.
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