Funding · Commerce & Consumer Brands

Firi raises $3M seed for beauty quick commerce

By Startup Enthusiast · 15 September 2026

What they do

Firi is a Gurugram-based startup that delivers beauty products in minutes

It raised a $3M seed round led by 360 ONE Asset, with participation from Better Capital and Kunal Shah

The company uses AI to curate products from over 300,000 global beauty items, ensuring only effective ones are listed

Firi, a beauty and personal care quick commerce startup, has raised a $3M seed round led by 360 ONE Asset.
The round also saw participation from Better Capital, Kunal Shah (founder of CRED), and other angel investors.
The company was incorporated in June 2026, started a pilot in January 2026, and began full operations in September 2026.
Firi uses AI to evaluate over 50 million consumer reviews and shortlists products from a pool of ~300,000 global beauty items.
Currently, it offers skincare, haircare, and body care products, with plans to expand into makeup and fragrances.
It operates a curated marketplace model, listing only products that pass its AI-driven quality checks.
Deliveries are as fast as 9 minutes in parts of Gurugram from its first Beauty Studio.
The startup targets consumers who rely on recommendations rather than researching beauty products themselves.

The Indian beauty and personal care market is projected to reach $40B by 2030, according to company estimates.
Another estimate puts the market growing from over $5B in 2023 to over $28B by 2030.
Firi's average order value is nearly 2X that of Nykaa and Tira, indicating strong customer spending.
The founders previously built Honestly, an AI-powered beauty search platform, giving them domain expertise.

Firi is a Gurugram-based beauty and personal care quick commerce startup.
It operates as a curated marketplace, using AI to evaluate product reviews and data before listing items.
The AI has analysed over 50 million consumer reviews and shortlisted ~3,000 products from ~300,000 global beauty products.
Current categories include skincare, haircare, and body care.
The company promises delivery in as fast as 9 minutes in parts of Gurugram from its first Beauty Studio.
Its website states: 'If a product is listed on Firi, it works'.
The tagline is: 'Firi | Skincare & Haircare Products People Buy on Repeat Only the good ones, delivered in minutes'.
It targets consumers who rely on recommendations rather than researching beauty products.

360 ONE Asset (lead) — Venture capital arm of 360 ONE, led by Abhishek Nag as head of venture capital.
Better Capital (participant) — A venture capital firm.
Kunal Shah (participant) — Founder of CRED, an Indian fintech company.