Firi Raises $3 Million to Expand Beauty Quick-Commerce

By: Women Entrepreneurs Review Team | Wednesday, 16 September 2026

Gurugram-based beauty and personal care quick-commerce startup Firi has raised $3 million in a funding round led by 360 ONE Asset. The round also included participation from Better Capital, CRED founder Kunal Shah and other angel investors.

Firi plans to use the fresh funding to expand its product range into makeup, fragrances and other beauty categories. The startup also plans to strengthen its presence in Gurugram by adding more dark stores before entering other Indian cities.

Founded in 2026 by former Uber India executives Karishma Rathaur and Vivek Madani, Firi operates a curated marketplace focused on beauty and personal care products. The startup aims to offer consumers a selected range of products rather than an extensive catalogue.

Key Highlights

• Firi has raised $3 million in funding led by 360 ONE Asset
• Firi plans to expand into makeup, fragrances and other beauty categories
• Firi uses AI to curate beauty products for consumers

Firi uses artificial intelligence to analyze product reviews and other product information before selecting products for its platform. The company says this approach helps identify relevant beauty products from the large number of options available in the global market.

The startup is initially focusing on skincare, hair care and body care products, with plans to broaden its categories as it expands. Its funding will support category expansion and the development of its dark-store network as Firi works towards scaling its quick-commerce model beyond Gurugram.

According to Firi, they studied over 50 million reviews, and have honed down the global beauty market to a list of around 3,000 products. It now has skincare, hair care and body care products, with deliveries taking as little as 9 minutes in some parts of Gurugram.

Firi began piloting in January 2026 and full operations in September 2026. The startup's first priority is to establish itself in the town of Gurugram, where it will continue to develop its dark store network. It will subsequently look at entering additional Indian cities.

The funding coincides with quick commerce progressively going outside of its conventional areas of grocery and everyday essentials into more specific consumer categories.

Firi's model is tailored to the beauty and personal care segment, and the platform features a carefully selected product marketplace, AI-powered product analysis and rapid delivery. With the new funds, it will expand into additional categories and roll out the dark-store network as it aims to become a presence in more locations beyond Gurugram.

The new funding will also allow the startup to continue developing its product discovery and fulfillment platform that utilizes AI, as it grows its beauty catalogue. The new funding will also help the startup to continue building its AI-powered product discovery and fulfillment model, as the startup expands its beauty catalogue. The company is currently working on skin care, hair care and body care, and plans to expand into makeup and fragrances and other beauty products in the near future.