Firi Raises $3 Mn in Seed Funding to Expand Beauty Commerce

The company will use the funding to expand its beauty product range and strengthen its AI-led product discovery and fulfilment model.

What is Firi?

Firi operates a curated beauty marketplace that selects and evaluates products before listing them. Instead of offering a large catalogue, the platform focuses on a smaller set of products across skincare, haircare, and body care.

Its AI systems analyse more than 50 million reviews, Reddit discussions, YouTube reviews, ingredient lists, and other product information. This process has helped Firi shortlist around 3,000 products from more than 300,000 beauty products available globally.

How Much Funding Has Firi Raised?

Firi has raised $3 Mn in its latest seed funding round. The round was led by 360 ONE Asset, with participation from Better Capital, Kunal Shah, and other founders and operators.

The provided sources do not disclose details of any earlier funding rounds or the company's total funding raised before this round.

Who Invested in Firi's Seed Round?

360 ONE Asset led Firi's $3 Mn seed round. Better Capital and Kunal Shah also participated, along with other founders and operators.

Why the Funding Matters

Firi plans to use the fresh capital to expand beyond its current focus on skincare, haircare, and body care. The company plans to add categories such as makeup and fragrance.

The funding will also support the continued development of Firi's AI-led product discovery and fulfilment model as it expands its curated beauty offering.

Who founded Firi?

Firi was founded by former Uber India executives Karishma Rathaur and Vivek Madani. The company was incorporated in June 2026 after running a pilot earlier in the year.

Before Firi, the cofounders built Honestly, an AI-powered beauty search and discovery platform.

Market and Business Growth

Firi currently operates its first Beauty Studio in Gurugram and offers deliveries in as little as nine minutes in parts of the city.

The company said its average order value is nearly twice that of large online beauty retailers such as Nykaa and Tira, despite currently operating across three main categories. It also said customers are purchasing products from multiple categories in the same order.

Firi has analysed more than 50 million reviews and other beauty related information to shortlist around 3,000 products. The company is targeting consumers who prefer recommendations instead of spending significant time researching beauty products.

What Happens Next?

Firi plans to expand its assortment into makeup, fragrance, and other beauty categories. It will also continue developing its AI-led approach to product discovery and fulfilment while expanding its beauty commerce operations.

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