The Gurugram-based startup is building a curated, AI-led beauty marketplace with faster deliveries, a focused assortment and plans to enter new categories and cities.
Beauty quick commerce startup Firi has raised $3 million, approximately ₹28.8 crore, in a seed funding round led by 360 ONE Asset. The round also saw participation from Better Capital, CRED founder Kunal Shah and other founders and operators.
The fresh capital will support Firi’s expansion into makeup, fragrances and other beauty categories. The startup also plans to add more dark stores in Gurugram before entering other cities, while continuing to develop its AI-led product discovery and fulfilment model.
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi began with a pilot in January and commenced full operations in September 2026. The startup currently operates through its first Beauty Studio in Gurugram, offering deliveries in as little as nine minutes in select areas.
Firi currently sells skincare, haircare and bodycare products. Unlike broad marketplaces that list thousands of products, the startup positions itself as an “opinionated” beauty store that reviews, evaluates and shortlists products before making them available to consumers.
Its AI tools analyse Reddit discussions, YouTube reviews, ingredient lists and other product information to identify products with strong repeat-purchase potential. Firi claims to have analysed more than 50 million reviews and shortlisted approximately 3,000 products from a global pool of over 300,000 beauty products.
The company was founded after the cofounders built Honestly, an AI-powered beauty search and discovery platform. Their earlier experience includes working on Uber India’s early operations, including categories such as Uber Premier and Rentals. Vivek Madani later worked on deeptech products at Flipkart Labs.
Firi is targeting consumers who do not spend significant time researching beauty products or consuming beauty-related content, instead relying on recommendations from friends and family. The startup claims its average order value is nearly twice that of large online beauty retailers such as Nykaa and Tira, despite operating across only three categories. It also said customers are increasingly purchasing products from multiple categories in a single order.
Firi enters a competitive Indian beauty commerce market that includes Nykaa, Tira, Purplle, Amazon and Myntra, alongside quick commerce platforms such as Blinkit, Swiggy Instamart and Zepto.
India’s beauty and personal care market is expected to grow from more than $5 billion in 2023 to over $28 billion by 2030. Beauty is also becoming an important higher-value category for quick commerce platforms seeking to expand beyond groceries.
With its curated assortment, AI-led discovery and rapid fulfilment model, Firi is positioning itself at the intersection of beauty commerce and quick delivery.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
