Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in a seed funding round led by 360 ONE Asset. Better Capital, CRED founder Kunal Shah and several other angel investors also participated in the round.
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated online marketplace for beauty and personal care products. Unlike platforms that list a large number of products, Firi focuses on selecting and researching products before adding them to its platform.
The company currently offers skincare, haircare and bodycare products. It plans to use the new capital to enter categories such as makeup, fragrances and other beauty segments. Firi will also add more dark stores in Gurugram to improve delivery speed and strengthen its local operations. The company may later expand to other cities.
Firi uses artificial intelligence to study product information, consumer reviews and online discussions. According to reports, its AI-led research has helped identify a smaller selection of products from a much larger market. This model aims to help customers discover reliable products without searching through an overwhelming catalogue.
Investors believe Firi’s curated approach could build greater trust among beauty shoppers and create a stronger distribution channel for premium brands. The company is entering a competitive quick-commerce market, where speed, product quality and customer experience are important.
The funding comes as Indian consumers increasingly buy beauty and personal care products online. By combining AI-based discovery with fast delivery, Firi hopes to create a specialised alternative to broad e-commerce platforms.
FAQs [Frequently Asked Questions]
1. How much funding did Firi raise?
Firi raised $3 million in seed funding. The round was led by 360 ONE Asset, with participation from Better Capital, Kunal Shah and other angel investors.
2. What products does Firi sell?
Firi currently sells skincare, haircare and bodycare products. It plans to add makeup, fragrances and other beauty categories using its latest funding.
3. How will Firi use the funds?
Firi will expand its product range, develop its AI-led discovery model and add more dark stores in Gurugram before considering expansion into other cities.