Beauty and personal care quick commerce startup Firi raises $3 million led by 360 One Asset

Gurugram-based Firi, a quick commerce platform for beauty and personal care (BPC) products, has raised $3 million funding led by 360 One Asset, with participation from Better Capital, Cred founder Kunal Shah and other angel investors.

The company plans to use the funds to expand into makeup, fragrances and other beauty categories and add more dark stores as it plans to deepen its operations in Gurugram, cofounder Vivek Madani told ET.

ET reported on this round on May 20 early stage vertical commerce startups attract venture capital funding.


“Firi focusses on high quality products that people buy on repeat, irrespective of price,” said Madani. “We ran a pilot in January this year and after seeing good results, we started our operations fully earlier in September. We will be adding two more dark stores in Gurugram before we expand to more cities.”

Founded by former Uber India executives Madani and Karishma Rathaur in 2026, Firi uses artificial intelligence (AI) to research and list high-quality beauty products from premium BPC brands on its platform. The company claims that it has analysed more than 50 million reviews and shortlisted about 3,000 products from the global beauty market.

Rathaur and Madani had earlier built Honestly, an AI-powered beauty search and discovery platform.

Commenting on the funding, Abhishek Nag, head of venture capital at 360 One Asset, said, “Firi is building a differentiated model for beauty commerce, with a curated and opinionated selection rather than seeking to replicate the entire beauty catalogue. Its combination of AI-led discovery, deep product research and fast fulfillment has the potential to build trust with consumers while creating a more effective distribution channel for high-quality brands.”

This funding comes at a time when multiple startups have emerged in the vertical quick commerce sector. Tier-2 focussed quick commerce platform BazaarNow, founded by former Zepto executives Priyanshu Jain, Arjun Harish and Tarithnay Mandal, has raised $8 million led by Peak XV Partners. Instafix, a 30-minute doorstep smartphone repair service startup, has raised about Rs 8 crore co-led by Titan Capital and 8i Ventures in May.