Firi Raises $3M to Scale Beauty Quick Commerce Across India

Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in a funding round led by 360 ONE Asset, as the company looks to expand its product range, strengthen its fulfilment network and prepare for expansion beyond Gurugram.

The round also saw participation from Better Capital, CRED founder Kunal Shah and other angel investors.

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 company combines quick-commerce fulfilment with an AI-driven product selection process designed to help consumers discover products from the broader global beauty market.

AI-Powered Product Discovery

Rather than attempting to list every available beauty product, Firi uses AI to analyse product reviews and other information before products are added to its marketplace.

The startup claims it has analysed more than 50 million reviews and shortlisted approximately 3,000 products from the global beauty market.

The platform currently focuses on skincare, haircare and body-care products, while the latest funding will help Firi expand into additional categories such as makeup and fragrances.

Building a Beauty-Focused Quick-Commerce Network

Firi launched its pilot in January 2026 and began full operations in September 2026.

The company currently delivers across parts of Gurugram, with delivery times reaching as little as nine minutes.

The startup plans to add more dark stores across Gurugram before expanding into other Indian cities. The strategy is aimed at combining a curated product catalogue with the speed associated with India's rapidly expanding quick-commerce ecosystem.

The latest funding will support both geographical expansion and category expansion as Firi works to establish its position in the increasingly competitive beauty commerce market.

$3M to Expand Categories and Dark Stores

With the fresh $3 million, Firi plans to broaden its selection beyond skincare, haircare and body care into makeup, fragrances and other beauty categories.

The company will also invest in additional dark stores in Gurugram before taking its quick-commerce model to other cities.

As beauty and personal care increasingly move toward digital discovery and rapid delivery, Firi is positioning its AI-powered curation and fulfilment infrastructure as a way to help consumers navigate a much larger global product universe while receiving products quickly.