Firi Bags $3 Mn To Expand Beauty Quick Commerce Platform
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Beauty quick commerce startup Firi has raised $3 Mn (about ₹28.8 Cr) in a seed funding round led by 360 ONE Asset, with participation from Better Capital, CRED founder Kunal Shah, and other founders and operators.
The startup currently offers deliveries in as little as nine minutes in parts of Gurugram through its first Beauty Studio. It plans to use the fresh capital to expand its assortment beyond skincare, haircare, and bodycare into makeup, fragrances, and other beauty categories.
The startup said the latest funding will support its category expansion and continued development of its AI-led product discovery and fulfilment model.
Incorporated in June 2026 following a pilot earlier this year, Firi positions itself as an “opinionated” beauty store that reviews and shortlists products instead of listing a wider catalogue.
The startup claims to use AI tools to analyse Reddit discussions, YouTube reviews, ingredient lists, and other product information to identify products with high repeat-purchase potential.
Firi said it has analysed more than 50 Mn reviews to shortlist around 3,000 products from more than 3 Lakh beauty products available globally.
It was founded by former Uber India executives Karishma Rathaur and Vivek Madani. The duo was part of Uber’s early India team and worked on categories such as Uber Premier and Rentals, while Madani later worked on deeptech products at Flipkart Labs.
Before launching Firi, the cofounders built Honestly, an AI-powered beauty search and discovery platform.
Firi is targeting consumers who do not spend significant time researching beauty products or consuming beauty-related content and instead depend on recommendations from friends or family.
The startup claimed that its AOV is nearly 2X the reported AOV of large online beauty retailers such as Nykaa and Tira, despite currently operating across only three product categories. It said customers are also purchasing products across multiple categories in a single order.
Firi operated in a crowded Indian beauty commerce market dominated by players such as Nykaa, Reliance-backed Tira, and Purplle. Horizontal ecommerce platforms such as Amazon and Myntra, along with quick commerce players Blinkit, Swiggy Instamart, and Zepto, are also expanding their BPC offerings.
India’s BPC market is expected to grow from more than $5 Bn in 2023 to over $28 Bn by 2030.
BPC is also emerging as an important high-AOV category for quick commerce platforms as they expand beyond groceries and seek to capture a larger share of consumer spending.
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