Updated on Sep 28, 2026

Triptii Dimri Joins Peep Beauty

Fashion News Chirag Pariyani6 Mins reading time

Actor Triptii Dimri has joined Peep Beauty as an investor and co-creator. The development comes alongside the launch of the brand’s first digital campaign. Peep Beauty has also raised Rs 12 crore in funding.

The company is building a beauty proposition around colored contact lenses. It wants to position lenses as part of personal style and self-expression. The strategy targets India’s growing eye-beauty and contact lens market.

What Happened?

Peep Beauty has brought Triptii Dimri into the business as an investor and co-creator. Her involvement includes creative direction, product discussions and brand storytelling. She has been associated with the brand from its early stages.

The ETRetail report says the development coincides with Peep Beauty’s first digital campaign. The campaign positions colored contact lenses as a beauty and fashion category. This moves the product beyond its traditional functional positioning.

Peep Beauty was founded by entrepreneur Aman Arora. The company has raised Rs 12 crore in a funding round led by Sadev Ventures. iSeed, ISV and TDV also participated in the round.

Building an Eye-Beauty Category

Peep Beauty is focusing specifically on India’s eye-beauty market. The brand develops colored contact lenses for Indian consumers. Its proposition combines beauty, fashion and personal expression.

According to India Retailing, Dimri’s role extends beyond financial investment. She has participated in creative direction, product discussions and storytelling. The partnership therefore combines investment with active brand development.

The company estimates India’s broader contact lens market at Rs 4,000–5,000 crore. Colored contact lenses represent an estimated Rs 800–900 crore opportunity. These figures indicate a specialized segment within a larger market.

From Endorsement to Co-Creation

Dimri’s involvement combines investment with creative participation. This differs from a traditional celebrity endorsement model. Her role is connected to product and brand development.

The Livemint report describes Dimri as a co-founder and investor. It also reports her involvement in creative direction and brand storytelling. The funding forms part of the company’s pre-seed round.

The partnership gives Peep Beauty an association with a prominent entertainment personality. It also connects the brand with younger beauty consumers. However, the company is building its own product identity around eye beauty.

Digital-First Distribution

Peep Beauty plans to sell through its D2C platform and online marketplaces. The company also plans to use quick-commerce platforms. These channels can help the brand reach consumers across different digital touchpoints.

The company also plans collaborations with creators and makeup artists. These partnerships can help demonstrate different ways to use eye-focused beauty products. The strategy connects product discovery with creator-led content.

The Indian Retailer report notes the company’s digital-first distribution strategy. It also highlights plans for marketplaces and quick commerce. Creator collaborations form another part of the brand’s planned distribution approach.

The Funding Behind the Brand

The Rs 12 crore round gives Peep Beauty capital for its next growth phase. Sadev Ventures led the funding round. iSeed, ISV and TDV also participated.

The investor group includes entrepreneurs and executives from several Indian startups. It also includes investors from beauty, entertainment and consumer businesses. Dimri’s investment is part of this broader funding round.

The funding can support product development and market expansion. It can also help the company build distribution across digital channels. Brand awareness will remain another important part of its next phase.

What This Means for Beauty & D2C

Peep Beauty’s strategy highlights the growing overlap between beauty and fashion. Colored contact lenses can influence makeup, styling and overall appearance. The company is therefore treating the eye as part of a broader beauty proposition.

For D2C businesses, the model also highlights category creation. Brands can reframe familiar products around new consumer occasions. The challenge is turning that positioning into sustained consumer demand.

Celebrity participation can support early-stage brand visibility. However, product quality and customer experience remain important for retention. Peep Beauty will need to build those elements alongside its creator-led strategy.

A New Approach to Eye Beauty

Peep Beauty wants colored contact lenses to become part of everyday beauty routines. The company is developing products specifically for Indian consumers. It is also building content around personal expression and visual identity.

This positioning gives the brand a clear category focus. It also separates the proposition from traditional contact lens marketing. The company is effectively connecting a functional product with beauty and lifestyle.

The Road Ahead

Peep Beauty is entering a specialized segment with a lifestyle-focused proposition. Its strategy combines D2C distribution, creator marketing and product development. Triptii Dimri’s involvement adds another layer to that approach.

The company will need to build awareness around colored contact lenses. It will also need to convert that awareness into repeat purchases. Its new funding provides capital for product and market expansion.

About Peep Beauty

Peep Beauty is an Indian eye-beauty brand founded by Aman Arora. The company focuses on colored contact lenses designed for Indian consumers. It aims to position the category around beauty and self-expression.

The company plans to distribute through its D2C platform, marketplaces and quick-commerce channels. Its growth strategy also includes collaborations with creators, makeup artists and cultural voices.

Sources Used