Beauty quick commerce startup Firi raises $3 million from 360 ONE Asset, Kunal Shah and others

Beauty quick-commerce startup Firi has secured $3 million in funding from 360 ONE Asset, Kunal Shah, and other investors, aiming to broaden its product lineup and dark store network.

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Firi, a quick-commerce startup focused on beauty and personal care and based in Gurugram, has secured $3 million in a funding round led by 360 ONE Asset. Better Capital, CRED founder Kunal Shah, and other angel investors also took part in the round.

The new funding arrives as Firi strives to create a specialised quick-commerce platform dedicated to beauty and personal care products. The company intends to use the funds to broaden its product categories, reinforce its dark-store network, and get ready for expansion beyond Gurugram.

Established in 2026 by Vivek Madani and Karishma Rathaur, both former executives at Uber India, Firi runs a curated marketplace for beauty and personal care items.

Rather than offering massive product catalogues like other platforms, Firi prioritizes handpicking products before making them available for listing. The startup leverages AI to examine product reviews, online conversations, video reviews, ingredient details, and other sources of data.

As stated by the company, its AI systems have reviewed over 50 million reviews and narrowed down roughly 3,000 products from an estimated 300,000 beauty items worldwide.

A Carefully Selected Range of Products

At present, Firi concentrates on skincare, haircare, and body care. By cutting down the number of options customers have to weigh, the company seeks to make discovering products simpler.

This strategy also lets Firi concentrate on items that customers might buy again and again. Consequently, the startup is merging product discovery with a streamlined shopping experience.

Firi intends to use its new funding to grow beyond the categories it currently offers. The company plans to introduce makeup, fragrances, and additional beauty categories to its platform.

Expanding the Range of Beauty and Fragrance Products

Introducing cosmetics and scents may allow Firi to address a broader spectrum of beauty requirements. This could also motivate shoppers to buy several kinds of products via one platform.

According to the company, customers are already buying items from various categories in a single order.

Expanding the Number of Dark Stores

Firi intends to open additional dark stores in Gurugram prior to moving into other cities. At present, the company runs its first Beauty Studio and provides deliveries in certain areas of Gurugram in as little as nine minutes.

By focusing on this city first, Firi can reinforce its local operations before extending its quick-commerce model into more markets.

Artificial intelligence sits at the heart of Firi’s approach to beauty commerce. The company relies on AI to research products before they are added to its catalogue.

The system takes into account information such as customer reviews, Reddit discussions, YouTube reviews, and ingredient lists. This process assists Firi in evaluating products and building a curated selection.

Simplifying the Way People Discover Beauty Products

Beauty buyers frequently encounter a vast array of products spread across various platforms. Firi’s approach seeks to make that experience easier by choosing products according to the information available and feedback from consumers.

As a result, the company is bringing together AI-driven product research, curated commerce, and fast delivery within a single platform.

This most recent funding round drew in a number of prominent investors. 360 ONE Asset headed the round, with Better Capital, Kunal Shah, and various other angel investors taking part as well.

Having investors from India’s startup ecosystem on board gives Firi extra financial backing as it grows its operations.

For a young startup, this capital can help with technology development, inventory, fulfilment infrastructure, and expansion into new categories.

Firi’s founders, Vivek Madani and Karishma Rathaur, had earlier created Honestly, an AI-driven platform for beauty search and discovery. They are now bringing their expertise in beauty discovery into a business centered on commerce.

Firi launched its pilot in January 2026 and shifted to full operations in September 2026. At present, the startup is concentrating on establishing its footprint in Gurugram prior to expanding to other cities.

This newest round of funding arrives as quick commerce keeps growing past conventional groceries and daily necessities. Beauty and personal care have emerged as key categories, since shoppers frequently prize convenience when buying items they use often.

Firi is stepping into this arena with a model built around specialisation. Rather than merely vying over product availability, the company blends curation, AI-driven discovery, and rapid fulfilment.

Creating a Specialised Beauty Platform

The company’s approach centers on building a dedicated destination for beauty shoppers. Its growth into makeup and fragrances could reinforce this positioning even more.

Meanwhile, adding more dark stores will be essential to keep up fast delivery as the business expands.

This fresh round of funding allows Firi to reinforce its operations and put its model to the test on a bigger scale. Over the short term, the company intends to open two additional dark stores in Gurugram prior to moving into other cities.

The coming stage will focus on broadening the product catalogue while preserving the curated approach that sets Firi apart from larger beauty marketplaces.

Firi’s $3 million funding round — led by 360 ONE Asset with support from Better Capital, Kunal Shah, and other investors — represents a significant milestone in the startup’s growth story. The company intends to use the funds to move into makeup, fragrances, and other beauty segments, as well as to open additional dark stores in Gurugram.

Firi is developing a specialised take on beauty quick commerce by blending AI-driven product research, a curated selection of beauty products, and fast delivery. While the company bolsters its Gurugram operations and gets ready to expand into other cities, its next phase will centre on scaling this model while preserving product quality and customer convenience.