Beauty & personal care startup Firi bags $3 mn in funding round led by 360 ONE Asset
The Gurugram-based beauty and personal care quick-commerce platform has seen participation from Better Capital, Kunal Shah and other angel investors
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Published: Sep 24, 2026 11:44 AM | 1 min read
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- Gurugram-based beauty and personal care startup Firi has secured $3 million in funding, led by 360 ONE Asset, with participation from Better Capital and angel investors including Kunal Shah.
- Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated marketplace focusing on quick delivery and product discovery in the beauty sector.
- The startup utilizes AI to analyze over 50 million product reviews, offering a catalog of approximately 3,000 beauty products, with delivery times as short as nine minutes in parts of Gurugram.
- Firi plans to use the new funding to expand its product offerings into makeup and fragrances, increase the number of dark stores in Gurugram, and eventually expand to other cities.
Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in a funding round led by 360 ONE Asset. The funding round saw the participation from Better Capital, Kunal Shah and other angel investors.
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated marketplace for beauty and personal care products, with a focus on faster delivery and product discovery.
Firi uses AI to analyse product reviews and other product information before listing products on its platform. The startup claims to have analysed more than 50 million reviews and shortlisted around 3,000 products from the global beauty market.
Its current catalogue spans skincare, haircare and body care, while deliveries in parts of Gurugram can take as little as nine minutes. The company plans to use the fresh capital to expand into makeup, fragrances and other beauty categories. It will also add more dark stores across Gurugram before taking the model to other cities.
Firi began its pilot in January 2026 and moved to full operations in September. The company is now looking to build on its presence in Gurugram through a larger fulfilment network and a wider product assortment before expanding geographically.
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