The beauty startup is building a dedicated eye beauty category around coloured contact lenses, eye makeup and creator-led self-expression.
Actor Triptii Dimri has joined direct-to-consumer beauty startup Peep Beauty as an investor and co-creator, strengthening the brand’s efforts to build a dedicated eye beauty category around coloured contact lenses and eye-focused makeup products.
Dimri has been involved with the brand since its early stages, contributing to creative direction, product discussions and storytelling initiatives alongside her financial investment. Her participation comes as part of Peep Beauty’s ₹12 crore ($1.2 million) pre-seed funding round led by Sadev Ventures.
The round also saw participation from iSeed, ISV, TDV and several angel investors, including Arjun Vaidya, co-founder of V3 Ventures; Puneet Gupta, founder of Astrotalk; Roman Saini, co-founder of Unacademy; Gaurav Khatri, co-founder of Noise; and Dhruv Bhasin, co-founder of Arata.
Founded earlier this year by former Keventers co-founder Aman Arora, Peep Beauty operates across coloured contact lenses and eye makeup. The startup positions itself as India’s first dedicated eye beauty brand, focusing on products that help consumers express themselves through eye-centric beauty looks.
Peep Beauty entered the market with coloured contact lenses as its flagship offering, positioning them as fashion and beauty accessories rather than only functional products. The company said its lenses have been developed specifically for Indian eye tones and consumer preferences.
The brand currently offers coloured contact lenses in five shades, with each pair priced at ₹399. It has also expanded into eye cosmetics with six liquid eyeshadows. The matte variants are priced at ₹799, while metallic shades retail at ₹849.
The eyeshadow range is designed to complement the coloured lenses, allowing consumers to create coordinated eye-focused looks. Peep Beauty plans to expand further into products such as mascara and eyeliner, with the broader objective of building a complete eye beauty ecosystem.
The startup also plans to increase its contact lens portfolio from five shades to between 15 and 20 over the coming years. Alongside traditional shades such as brown and grey, it intends to introduce more experimental colours for themed events and occasions, including Halloween.
As a digital-first brand, Peep Beauty will continue focusing on its D2C platform while expanding through e-commerce marketplaces and quick-commerce channels. It also plans to collaborate with creators, makeup artists, dancers and other cultural influencers to strengthen awareness and consumer engagement.
With Dimri’s involvement, Peep Beauty is combining celebrity participation, product development and digital distribution to create a new beauty category focused on self-expression through the eyes.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
