SAMMMM, co-founded by 16-year-old Samara Roy, grows sales 17x
Kalpana Maurya
1 Oct 2026 · 3 min read
SAMMMM, a self-care brand for Gen Z and Gen Alpha co-founded by 16-year-old Samara Roy with two former Nykaa executives, says its quarterly gross sales rose about 17x between mid-2025 and mid-2026. The growth came from just three sales channels: its own website, Amazon and Nykaa.
SAMMMM, a Mumbai-based self-care brand aimed at teenagers, says its quarterly gross sales grew roughly 17 times between the July-September 2025 quarter and the April-June 2026 quarter, co-founder Mantosh Roy told Livemint in a feature published on 30 September 2026. The brand's public face is its 16-year-old co-founder, Samara Roy.
The company did not disclose revenue figures. It has been funded by a ₹10 crore seed round led by Fireside Ventures with Sauce VC, and Livemint reports that it has since raised four further bridge rounds, without giving amounts.
Growth on three channels
According to Mantosh Roy, the jump came on a narrow distribution base. Apart from its own website, SAMMMM sells on only two large platforms, Amazon and Nykaa. Across those three channels it has sold close to 1,00,000 units of its best-selling products.
"At launch we were selling one unit every two minutes across India," Mantosh Roy told the publication.
As it widens its retail presence, the company says it will focus on repeat buyers, product bundles built around daily routines, and a small range of products co-created with its customers, rather than a long catalogue.
A teenager in the founding team
Samara Roy told Livemint she began turning to beauty and self-care at around 12, as a way of coping with school pressure and the search for friends who shared her values. She argues that younger consumers are underserved because the category tends to assume its buyers are adults, and that confidence alone is reason enough for a teenager to use such products.
She juggles school with the business and says her biggest hurdle is being taken seriously in meetings with adults. Her pitch is that she understands how teenagers think and shop better than older executives do, and that she has a veto over anything that does not fit how she sees the brand.
Her co-founders are her father, Mantosh Roy, and Rishi Seth. Both previously worked as vice presidents at Nykaa, per Livemint.
About SAMMMM
SAMMMM sells beauty, wellness and lifestyle products designed for teenagers, which it describes as Gen Z and Gen Alpha. Livemint names its first product as a pH-reactive lip tint meant to adjust to each user. Earlier coverage of its funding listed three flagship products: Glow Moisturizer, Fresh Face Cleanser and Love Lip Tint Oil.
Accounts of its origin differ by source. Funding coverage from January 2025 described the brand as incepted in February 2024 by Mantosh Roy and Rishi Seth, prompted by a conversation between Mantosh and his daughter Samara about self-care. Livemint's 2026 feature says the brand launched in June 2025 and names Samara Roy as a co-founder.
The seed round was led by Fireside Ventures, with Sauce VC and angel investors Nihir Parikh, Sachin Parikh, and Shantanu and Nikhil Mehra taking part. The brand said at the time the money would go into widening its product range, building brand awareness and selling across more channels.
Key facts
- Company: SAMMMM (also written Sammmm)
- Founders: Samara Roy, Mantosh Roy, Rishi Seth
- Headquarters: Mumbai
- Growth: quarterly gross sales up about 17x (Q2 FY26 to Q1 FY27)
- Units sold: close to 1,00,000 of its best-sellers
- Channels: own website, Amazon, Nykaa
- Seed round: ₹10 crore, led by Fireside Ventures with Sauce VC
- Later funding: four bridge rounds, amounts undisclosed
- Reported: 30 September 2026
Frequently asked questions
Who founded SAMMMM?
Livemint names Samara Roy, 16, as co-founder alongside her father Mantosh Roy and Rishi Seth, both former Nykaa vice presidents. Earlier funding coverage credited Mantosh Roy and Rishi Seth as founders.
How much funding has SAMMMM raised?
It raised a ₹10 crore seed round led by Fireside Ventures with Sauce VC, and reportedly four bridge rounds since then whose amounts have not been disclosed.
How fast is SAMMMM growing?
Mantosh Roy said quarterly gross sales grew about 17x between July-September 2025 and April-June 2026. The company has not disclosed revenue.
Where does SAMMMM sell its products?
On its own website and on Amazon and Nykaa.
