Gurugram-based beauty and personal care quick-commerce platform Firi has raised $3 million in a seed funding round led by 360 ONE Asset, with participation from Better Capital, CRED founder Kunal Shah and other angel investors.
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Firi plans to use the fresh capital to expand into makeup, fragrances and other beauty categories, while adding more dark stores in Gurugram before entering other cities.
The startup ran a pilot in January 2026 and began full operations in September. It plans to add two more dark stores in Gurugram as it deepens its presence in the city.
Founded by former Uber India executives Vivek Madani and Karishma Rathaur, Firi operates a curated marketplace for beauty and personal care products.
The platform uses AI to research products using information including reviews, online discussions, video reviews and ingredient lists before selecting items for its catalogue.
Firi claims to have analysed more than 50 million reviews and shortlisted about 3,000 products from an estimated 300,000 beauty products globally.
Its current range includes skincare, haircare and body care products, with deliveries available in as little as nine minutes in parts of Gurugram.
“Firi focusses on high quality products that people buy on repeat, irrespective of price,” Madani said.
Madani and Rathaur previously built Honestly, an AI-powered beauty search and discovery platform.
Abhishek Nag, head of venture capital at 360 ONE Asset, described Firi’s curated product selection as a key part of its approach to beauty commerce.
He highlighted the combination of AI-led discovery, product research and fast fulfilment as areas that could help build consumer trust and provide an effective distribution channel for beauty brands.
