Firi Raises $3 Million Seed Funding Led by 360 ONE Asset
Firi’s AI has analysed 50 million+ beauty-product reviews and shortlisted around 3,000 products from an estimated 300,000 globally, with deliveries in parts of Gurugram available in as little as nine minutes.
Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in seed funding in a round led by 360 ONE Asset, with participation from Better Capital, CRED founder Kunal Shah and other founders and angel investors.
The company plans to use the fresh capital to expand its product range beyond its current focus on skincare, haircare and body care into makeup, fragrances and other beauty categories. Firi also plans to add two more dark stores in Gurugram before expanding to other cities.
Founded in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated beauty marketplace rather than attempting to replicate the broader catalogues offered by large beauty platforms. The company was incorporated in June 2026, after running a pilot from January, and began full-scale operations earlier in September.
Firi uses AI to research and evaluate beauty products before they are added to its catalogue. According to the company, its AI systems have analysed more than 50 million reviews, along with Reddit discussions, YouTube reviews, ingredient lists and other product information, to shortlist around 3,000 products from an estimated 300,000 beauty products available globally.
The company’s current catalogue covers skincare, haircare and body care. Rather than maximising the number of products available, Firi says it focuses on products that consumers are more likely to purchase repeatedly. Its cofounder has described the company’s approach as focusing on products people buy on repeat, irrespective of price.
The company is also combining this curated assortment with quick-commerce fulfilment. Firi currently offers deliveries in as little as nine minutes in parts of Gurugram, operating from its first Beauty Studio.
Firi claims that its average order value is nearly twice that of large online beauty retailers such as Nykaa and Tira, despite currently operating across only three categories. The company also says customers are increasingly purchasing products from multiple categories within the same order, as it seeks to consolidate beauty purchases that are otherwise spread across different platforms. These figures are company-reported and have not been independently verified.
The founders previously built Honestly, an AI-powered beauty search and discovery platform. Founded in 2024, Honestly focused on helping consumers discover beauty products through reviews, ingredient analysis and recommendations. Firi is now applying that product-research experience to a commerce model combining curated assortment with rapid delivery.