Firi raises $3M seed to build an AI-curated beauty marketplace in India
What's the deal? Firi LiveDealroom has a profile for this one. Try Dealroom →, an AI-led beauty commerce platform, has raised $3 million in a seed round led by 360 ONE AssetDealroom has a profile for this one. Try Dealroom →. Better CapitalDealroom has a profile for this one. Try Dealroom → and CRED founder Kunal ShahDealroom has a profile for this one. Try Dealroom → also participated, alongside other founders and operators.
What's the endgame? Firi runs a curated marketplace that vets products before listing them, rather than offering the full beauty catalogue. Its AI systems have analysed more than 50 million reviews, Reddit discussions, YouTube reviews, and ingredient lists to shortlist around 3,000 products from an estimated 300,000 available globally.
Where the money goes: The company plans to expand beyond skincare, haircare, and body care into makeup, fragrance, and other categories.
Why now? Founded by former Uber India executives Karishma Rathaur and Vivek Madani, Firi was incorporated in June 2026 after a pilot earlier this year. It currently offers deliveries in as little as nine minutes in parts of Gurugram from its first Beauty Studio.
By the numbers: Firi said its average order value is nearly twice that of large online beauty retailers such as Nykaa and TiraDealroom has a profile for this one. Try Dealroom →, despite operating across only three categories. It also sees customers buying across categories in the same order, as it works to consolidate purchases now spread across platforms.
The signal: At $3 million, Firi's raise sits in the top tier of seed rounds in its space, ranking around the 92nd percentile among comparable deals. With India's beauty and personal care market projected to reach $40 billion by 2030 according to the company, curation-led models are betting that trust and speed can win where scale and breadth already dominate.
Read more: retail.economictimes.indiatimes.com
Image credit: Generated with Gemini
