Splitsvilla winner Soundous Moufakir launches MoroMaa, secures Rs 1.5 crore in funding

Splitsvilla winner and reality TV contestant Soundous Moufakir has launched her new beauty and lifestyle brand called MoroMaa in India on June 27, 2026. In its first few months of operation, the brand has already sold out two of its products and raised Rs 1.5 crore from Aviral Bhatnagar of AJ VC for a 9 percent equity stake.

Founder and Vision

Soundous holds an MBA in Finance and built the brand around authentic Moroccan beauty rituals and ingredients that she missed after moving to Asia. She aims to introduce a new category she calls M Beauty, or Moroccan Beauty, into the Indian market. Her products use traditional formulations, including a specific scrub containing 5 percent authentic argan oil, 3.5 percent ghassoul clay, 2 percent neroli oil, and brown sugar. She notes that authentic argan oil penetrates three layers deep into the skin and absorbs quickly without leaving an oily residue.

Challenges

Managing the brand comes with significant operational hurdles, particularly because importing key ingredients from Morocco makes inventory control difficult. Over 40 percent of the product formulation relies on imported components like Moroccan clay, argan oil, and neem powder. Soundous explains that sudden spikes in demand frequently lead to items going out of stock, which causes the business to miss out on ready buyers. Additionally, attracting top talent at an early stage remains tough because young startups often lack the funds to pay high salaries.

Context

Starting a new consumer brand in India's crowded beauty market typically requires navigating complex supply chains and securing early-stage capital from venture investors. Founders like Soundous often rely on unique cultural storytelling and personal expertise to stand out against established competitors.