Beauty quick-commerce startup Firi raises $3M seed round to broaden assortment

Gurugram-based Firi has raised $3 million in a seed round led by 360 ONE Asset. The startup plans to expand beyond skincare, haircare and bodycare into makeup and fragrances, while investing in AI-led product discovery and fulfilment.

— Source publishedWed, 16 Sept, 2026, 10:46 IST·First seen Wed, 16 Sept, 2026, 11:57 IST·Source Inc42

What happened

Gurugram-based beauty quick-commerce startup Firi raised $3 million in seed funding led by 360 ONE Asset. It will expand from skincare, haircare and bodycare

Key facts

  • $3 Mn (about ₹28.8 Cr) seed round
  • nine-minute deliveries
  • more than 50 Mn reviews analysed
  • around 3,000 products shortlisted
  • more than 3 Lakh global beauty products assessed
  • AOV nearly 2X that of Nykaa and Tira
  • India BPC market projected to grow from more than $5 Bn in 2023 to over $28 Bn by 2030

Why this matters

Firi’s move into higher-value makeup and fragrances makes it a more relevant partnership or acquisition target for beauty brands, marketplaces and last-mile platforms seeking rapid-delivery capabilities.

What to watch

  • Launch timing and SKU depth for makeup and fragrances.
  • Evidence of exclusive brand partnerships or direct brand integrations.
  • Repeat-order frequency and average order value after category expansion.
  • Delivery-fee, minimum-order or subscription changes that indicate pressure on unit economics.
  • New city launches, dark-store additions or fulfillment-partner announcements.
  • Competitive responses from Blinkit, Zepto, Swiggy Instamart, Nykaa and beauty-focused delivery players.
  • Hiring in supply chain, data science, category management and customer experience.
  • Prioritize high-repeat, high-margin makeup, fragrance discovery sets and replenishable beauty SKUs before broad catalog expansion.
  • Deploy AI product discovery around skin type, ingredient preferences, shade matching, gifting and routine-based bundles.
  • Build supplier partnerships for exclusive launches, travel sizes and verified-authentic inventory to reduce direct comparability with larger quick-commerce platforms.
  • Expand dark-store coverage selectively in dense Gurugram/Delhi NCR micro-markets before entering additional cities.
  • Track contribution margin by order, repeat purchase cohorts, cancellation rates, stock-outs and delivery-time reliability by category.