REDWOOD CITY, Calif., May 21, 2025 -- Mercurius Media Capital (MMC), the first U.S.-based media-for-equity venture fund, has committed $2 million in strategic media to Groomie®—the grooming brand behind the BaldiePro™ electric shaver. The investment will fuel TV and streaming campaigns, expanding Groomie's national presence in the men's grooming market.
Groomie® delivers a smooth, irritation-free shaving experience, combining smart design, high-retention consumables, and a direct-to-consumer model to serve an overlooked segment.
"Partnering with MMC is a pivotal moment for Groomie," said Anant Handa, Co-Founder of Groomie®. "Their media-for-equity model gives us the strategic reach to scale nationally while staying lean and focused. We see this as a major unlock for both brand building and customer acquisition."
The funding will drive national campaigns to boost growth and awareness. Groomie aims to reach 80,000 subscribers by year-end and expand with a new personal care line for women—Groomie® Hers.
"We're incredibly excited to bring Groomie to a broader audience through this partnership," added Ashley Handa, Co-Founder of Groomie®. "This investment allows us to double down on storytelling, brand awareness, and performance marketing—all while maintaining the creative control that makes Groomie unique."
In 2026, Groomie intends to enter traditional retail with packaging and inventory to support wholesale and hybrid models.
"Groomie is tapping into a deeply personal and often overlooked ritual for millions of men—head shaving," said Piyush Puri, Founding Partner of MMC.
This partnership supports MMC's goal of helping startups grow through premium media while preserving founder control.
About Mercurius Media Capital
Mercurius Media Capital (MMC), launched in December 2023, is the first U.S.-based media-for-equity venture fund with ~$90 million in committed capital. Co-founded by Satyan Gajwani and Piyush Puri, MMC builds on over 15 years of experience driving media capital transactions at The Times of India Group, facilitating over $3 billion in media-based investments. MMC has partnered with leading media platforms, including Sinclair Broadcast Group, Televisa Univision, Atmosphere TV, and others, to offer high-growth startups and enterprises access to distinct, large-scale advertising inventory in exchange for equity. This fund has backed several companies, including Airtasker, Deskera, Edly, Mode Mobile, reAlpha, RYSE and more. For more information, visit www.mmc.us.
This communication is for informational purposes only and does not constitute an offer to sell or the solicitation of an offer to buy any security. Investments in MMC are available only to verified accredited investors. Forward–looking statements are based on current expectations and involve risks and uncertainties that could cause actual results to differ materially. Past performance is not indicative of future results.
About Groomie®
Groomie® is a premium direct-to-consumer grooming brand built around the BaldiePro™, an electric head shaver designed for speed, comfort, and a razor-smooth finish. With a growing ecosystem of personal care products and a strong subscription base, Groomie® is redefining the headcare category with performance-driven tools, modern design, and community-first brand values.
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