Firi Bags $3 Mn To Expand Beauty Quick Commerce Platform

Firi, a beauty quick commerce startup, has secured $3 Mn in seed funding from 360 ONE Asset, with contributions from Better Capital, Kunal Shah of CRED, and other industry veterans. Currently providing deliveries within nine minutes in selected areas of Gurugram via its inaugural Beauty Studio, Firi aims to broaden its product range beyond skincare, haircare, and bodycare to encompass makeup, fragrances, and additional beauty offerings.

The recently acquired capital will bolster the company's expansion into diverse beauty categories and further enhance its AI-driven product discovery and fulfillment system. Founded in June 2026 following a pilot, Firi positions itself as an "opinionated" beauty retailer, meticulously reviewing and curating products rather than presenting a vast inventory.

Leveraging AI to scrutinize Reddit discussions, YouTube reviews, ingredient lists, and other product data, Firi identifies items with high repeat-purchase potential. Over 50 million reviews have been analyzed to shortlist approximately 3,000 products from over 300,000 global beauty options. Co-founders Karishma Rathaur and Vivek Madani, former Uber India executives, previously spearheaded categories like Uber Premier and Rentals, while Madani later contributed to deeptech products at Flipkart Labs.

Prior to launching Firi, they developed Honestly, an AI-powered beauty search and discovery platform. Firi targets consumers who prefer convenience over extensive product research, often relying on recommendations from friends and family. Despite operating in just three product categories, Firi claims an average order value (AOV) nearly double that of major online beauty retailers like Nykaa and Tira.

The startup also notes that customers frequently purchase across multiple beauty categories in a single order. In a competitive Indian beauty commerce landscape dominated by Nykaa, Tira, and Purplle, as well as horizontal e-commerce giants Amazon and Myntra, along with quick commerce giants Blinkit, Swiggy Instamart, and Zepto, Firi aims to carve out its niche.

With the Indian BPC market projected to surge from over $5 Bn in 2023 to more than $28 Bn by 2030, Firi's latest funding round is a strategic move to capture a larger slice of consumer spending in this burgeoning sector.