Firi Bags $3 Mn To Expand Beauty Quick Commerce Platform
Gurugram-based beauty and personal care quick commerce startup Firi has secured $3 million in a funding round led by 360 ONE Asset, as investors continue to back rapid-delivery models built around a single product category.
The Round
The round was led by 360 ONE Asset and also drew participation from Better Capital, CRED founder Kunal Shah, and several other angel investors. Firi plans to use the funds to broaden its product portfolio into new categories, including makeup and fragrances, beyond its current skincare, haircare, and body care lineup. Alongside category expansion, the company intends to strengthen its operational footprint by adding more dark stores across Gurugram before moving into additional markets.
Who Founded It
Firi was founded in 2026 by Vivek Madani and Karishma Rathaur, both former Uber India executives. Their background in ride-hailing and logistics lines up with the operational core of what they have built, a business whose entire pitch rests on speed of delivery rather than product range.
What Firi Actually Does
Firi operates a curated beauty and personal care marketplace built around rapid delivery, promising deliveries in select parts of Gurugram in as little as nine minutes.
The word curated is doing real work here. Rather than stocking every beauty product it can source, Firi uses artificial intelligence to evaluate product reviews and other data points before deciding what makes it onto the platform at all. The company says it has analysed more than 50 million consumer reviews and shortlisted roughly 3,000 products from the global beauty industry as a result. The platform currently spans three categories: skincare, haircare, and body care.
This curation-first approach is the company’s point of differentiation in a quick commerce landscape where most players compete primarily on catalogue breadth and delivery speed. Firi is betting that a smaller, vetted selection reduces decision fatigue for consumers browsing a category as crowded and trend-driven as beauty, while still keeping delivery times low because a tighter catalogue is simpler to stock across dark stores.
Firi began pilot operations in January 2026 and moved to full-scale operations in September 2026, meaning this seed round lands within days of the company’s official full launch.
You May Also Like To Read About:
- VerifAIX Bags $5 Mn To Scale AI-Based Chip Verification Platform
- Piston Raises $15 Million Series A Led by FPV Ventures
- Pizza Bakery Founders’ Popo Global Raises ₹532 Crore From Artal Asia
- Ultraviolette to Raise ₹373 Crore as BIGGA Factory Takes Shape
- Theater Raises ₹75 Crore to Expand Offline Presence: What the D2C Fashion Startup Plans Next
- Swish Raises $24 Million to Expand Its 10 Minute Food Delivery Network Across Bengaluru and NCR
The Market Firi Is Entering
Firi is one of several vertical quick commerce startups that have drawn venture interest in 2026 as investors bet that category-specific rapid delivery, in beauty, fashion, and services, can outperform generalist quick commerce platforms on customer stickiness and margins. Firi, along with peers such as Dazzl and Klydo, has been named among companies actively raising in this space, with the broader trend pointing toward convenience as a route to profitability rather than just growth.
Firi’s $3 million round is modest next to the largest recent raises in India’s broader beauty and D2C personal care sector. Athleisure brand BlissClub closed a Series B of roughly Rs 160 crore, about $16.8 million. Skincare brand Dot & Key has crossed Rs 1,300 crore in net sales value. Sexual wellness brand Pee Safe raised $32 million in a Series C round in January 2026 and is now targeting an IPO by FY30. Firi sits at the earliest end of that spectrum, closer in size to eye-beauty startup Peep Beauty’s Rs 12 crore, roughly $1.2 million, pre-seed round, which also closed in September 2026 with actor Triptii Dimri as an investor.
| Company | Round | Amount raised | Segment |
|---|---|---|---|
| Firi | Seed | $3 million | Beauty and personal care quick commerce |
| Peep Beauty | Pre-seed | ₹12 crore (~$1.2 million) | Eye beauty (contact lenses, eye makeup) |
| BlissClub | Series B | ₹160 crore (~$16.8 million) | Athleisure |
| Pee Safe | Series C | $32 million | Sexual and personal wellness |
The timing also places Firi in a crowded September for Indian beauty and personal care news more broadly. The same week saw actor Vijay Deverakonda launch a skincare brand called Unhype, and Dot & Key bring on a new senior business head as it scales past its recent revenue milestone. Investor and celebrity interest in India’s beauty sector currently spans manufacturing brands, curated marketplaces, and quick commerce delivery layers all at once.
Why Quick Commerce Is Moving Into Beauty
Beauty and personal care has become a natural target for vertical quick commerce for a straightforward reason: these are low-consideration, frequently repurchased items where consumers increasingly expect near-instant fulfilment, the same shift that reshaped grocery delivery in India over the past few years. What differs in beauty is the discovery problem. Unlike a bag of rice, a serum or foundation shade involves a far more personal, research-heavy purchase decision, which is why Firi’s AI-driven review analysis and product shortlisting sits at the center of its pitch rather than being a secondary feature.
Frequently Asked Questions
How much did Firi raise? Firi raised $3 million in a funding round.
Who led the round? 360 ONE Asset led the round, with participation from Better Capital, CRED founder Kunal Shah, and other angel investors.
Who founded Firi? Vivek Madani and Karishma Rathaur, both former Uber India executives, founded Firi in 2026.
Where is Firi based and where does it operate? Firi is headquartered in Gurugram and currently operates dark stores across parts of the city, with plans to expand into additional markets.
What categories does Firi sell? At present, skincare, haircare, and body care. The new funding will be used to add makeup and fragrances.
How fast does Firi deliver? The company says it can deliver to select parts of Gurugram in as little as nine minutes.
What will the funding be used for? Expanding the product portfolio into new beauty categories and adding more dark stores across Gurugram ahead of expansion into new cities.
This article reports on publicly disclosed funding information as of September 2026 and does not constitute investment advice or an endorsement of Firi or any named company.
Shuchi founded Finance Checks after spending 16+ years working in corporate, managing operations and distribution. She managed her own finances, learned and read regularly and helped people make sense of their savings, loans, insurance, and investments.
She started this site to offer the kind of clear, honest financial guidance she wished was more available when she was learning to manage her own money. Every article is researched personally, checked against official sources such as the Reserve Bank of India, SEBI, or the Income Tax Department, and revisited whenever regulations or figures change. She is upfront about how the site earns money through ads and select affiliate partnerships, and she does not let either influence what she actually recommends to readers.
[…] Firi Bags $3 Mn To Expand Beauty Quick Commerce Platform […]