Updated on Sep 25, 2026

Firi Raises $3 Million to Build Curated Beauty Commerce Platform

Fashion News Chirag Pariyani5 Mins reading time

Gurugram-based beauty commerce startup Firi has raised $3 million in seed funding. 360 ONE Asset led the round, with participation from Better Capital, Kunal Shah and other investors.

Firi plans to use the fresh capital to expand its product range and strengthen operations. The startup currently focuses on curated skincare, haircare and body care products.

What Happened?

Firi raised the seed round as it prepares to expand beyond its initial beauty categories. The company plans to enter makeup, fragrances and other beauty segments with the new funding.

The startup also plans to add more dark stores in Gurugram. It expects to establish two additional locations before expanding into other cities, according to ET coverage.

Founded in 2026, Firi was started by former Uber India executives Vivek Madani and Karishma Rathaur. The founders had previously built Honestly, an AI-powered beauty search and discovery platform.

An AI-Led Beauty Selection Model

Firi follows a curated marketplace model rather than listing the entire beauty catalogue. Its technology evaluates consumer feedback and product information before products are added to the platform.

The company says its AI systems have analysed more than 50 million reviews, Reddit discussions, YouTube reviews and ingredient lists. From an estimated 300,000 beauty products globally, Firi has shortlisted around 3,000 products, according to Dealroom analysis.

This creates a smaller product selection for consumers. The model aims to reduce the time shoppers spend comparing a large number of beauty products.

Curation Becomes the Core Proposition

Firi’s approach places product selection at the center of its commerce model. Instead of competing mainly through catalogue size, the startup focuses on products it considers high-quality and frequently repurchased.

The company says its average order value is nearly twice that of large online beauty retailers. It also sees customers purchasing products across different categories in the same order.

This cross-category behavior could support Firi as it expands its assortment. Adding makeup and fragrance may also increase the number of products consumers purchase through the platform.

Fast Delivery Adds Another Layer

Firi combines curated selection with quick-commerce delivery. Its first Beauty Studio currently serves parts of Gurugram, with deliveries available in as little as nine minutes.

The model brings beauty commerce closer to the quick-commerce experience. Consumers can discover a smaller selection of products and receive them within a short delivery window.

However, beauty products differ from everyday essentials. Consumers may require more information before purchasing, particularly for skincare and other personal-care products.

Funding Supports Category Expansion

The new capital will help Firi expand beyond skincare, haircare and body care. Makeup, fragrance and additional beauty categories are expected to form part of its next phase.

The startup also intends to strengthen its operational network in Gurugram. More dark stores will support its delivery model before the company considers expansion into other markets.

For a young commerce company, this approach allows Firi to deepen its presence in one market before building a larger geographic footprint.

What This Means for Beauty & D2C

Firi’s fundraise highlights the growing use of vertical commerce models in India’s beauty market. Instead of competing with broad marketplaces, vertical platforms can focus on category-specific discovery.

For beauty brands, curated platforms can create another route to consumers. Product selection, reviews and recommendation technology can also influence how shoppers discover unfamiliar products.

The model could be particularly relevant for premium and emerging beauty brands. However, sustained growth will depend on repeat purchases, fulfilment economics and customer retention.

The Rise of Vertical Beauty Commerce

Firi is entering a market where specialized commerce platforms are attracting investor attention. The company’s latest funding will support category expansion and additional dark stores.

As reported by Indian Retailer, Firi currently operates a curated marketplace across skincare, haircare and body care.

The broader opportunity lies in combining category expertise with faster fulfilment. Firi is testing whether consumers value a smaller, curated selection alongside rapid delivery.

The Road Ahead

Firi has raised capital at an early stage of its operating journey. The company began pilot operations in January 2026 and launched full-scale operations in September.

Its immediate priorities include expanding categories and strengthening its Gurugram footprint. The company can then use those operations to assess demand before entering additional cities.

The next phase will show whether Firi can scale its curated beauty model while maintaining product quality, delivery speed and healthy repeat purchases.

About Firi

Firi is a Gurugram-based beauty and personal-care commerce startup founded in 2026 by Vivek Madani and Karishma Rathaur. The company uses AI to research and curate beauty products while combining product discovery with rapid delivery.

Sources Used