Funding Round
Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in a funding round led by 360 ONE Asset.
The round also saw participation from Better Capital, CRED founder Kunal Shah, and other angel investors.
The fresh capital will be used to expand Firi’s product portfolio into makeup, fragrances and other beauty categories. The company also plans to add more dark stores in Gurugram before expanding its operations to other cities.
AI-Powered Beauty Marketplace
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated marketplace focused on beauty and personal care products.
The startup uses artificial intelligence to analyse product reviews and other product information before deciding which products to list on its platform. This approach is designed to help narrow down the large number of beauty products available globally and create a curated selection for consumers.
50 Million Reviews Analysed
Firi claims to have analysed more than 50 million product reviews and shortlisted around 3,000 products from the global beauty market.
The platform currently offers products across skincare, haircare and body care, with plans to broaden its selection as it deploys the newly raised capital.
The company is also focused on quick delivery. Firi claims that deliveries in parts of Gurugram can take as little as nine minutes, positioning the startup at the intersection of beauty commerce and quick commerce.
From Pilot to Full Operations
Firi began its pilot in January 2026 before commencing full operations in September 2026.
The startup’s initial focus remains on building its presence in Gurugram, where it plans to expand its network of dark stores. It will subsequently look at entering additional Indian cities.
Building a Curated Beauty Quick-Commerce Model
Firi’s funding comes as quick commerce expands beyond traditional categories such as groceries and everyday essentials into more specialised consumer segments.
By combining a curated product marketplace, AI-led product analysis and rapid delivery, Firi is building a model focused specifically on beauty and personal care. The latest funding will support its category expansion and dark-store rollout as the startup works towards scaling its presence beyond Gurugram.
By : Vanshika Tayal
