Triptii Dimri Invests in Peep Beauty as D2C Startup Raises ₹12 Crore

Actor Triptii Dimri has joined D2C beauty startup Peep Beauty as an investor and co-creator as the company raises ₹12 crore in a pre-seed funding round to build a dedicated beauty category around coloured contact lenses and eye makeup.

The round was led by Sadev Ventures, with participation from iSeed, ISV and TDV. Tripti Dimri has also come on board as the face of the brand, making the partnership a combination of capital, celebrity participation and product-led brand building.

Peep Beauty is building its portfolio around eye-focused beauty products rather than competing across the broader cosmetics market. Its current range includes coloured contact lenses and liquid eyeshadows, with plans to add more products to the category.

The company was incorporated in June 2025 and has Aman Arora and Vedika Berry listed as its directors. Arora is associated with Keventers, the milkshake and food-and-beverage brand he previously co-founded.

Arora has said that his connection to the contact-lens business also comes from his family. According to him, his parents built a pharma-optical company around solutions, lenses and contact lenses, although he did not work in that business before spending years building Keventers. He said that experience eventually contributed to the idea behind Peep Beauty.

Peep Beauty currently sells directly through its own website. Its website lists the five coloured lenses alongside the six liquid eyeshadows and describes the brand as a dedicated eye-beauty platform.

The company is also building out the brand through content and visual campaigns. Its creative partners have described the launch as covering product photography, model-led imagery, films, website visuals and other brand assets, reflecting the importance of visual storytelling in the category.

For Dimri, the association goes beyond a conventional celebrity endorsement because she is participating as an investor and co-creator while also becoming the face of the brand. Peep Beauty’s venture partner, UBR × DISRPTVE, said it worked on both the fundraise and the onboarding of Dimri as the brand’s face, with the two moves structured around the company’s next phase of growth.

The investment comes as Indian consumer startups continue to use celebrity participation not only for marketing but also as part of brand-building and distribution strategies. For an early-stage company such as Peep Beauty, Dimri’s involvement gives the startup both capital and access to a large entertainment and social-media audience while allowing the company to build its positioning around a highly visual product category.