Peep Beauty raises ₹12 crore pre-seed round to build eye-beauty D2C brand

Actor Triptii Dimri-backed Peep Beauty has raised ₹12 crore in a pre-seed round led by Sadev Ventures. Launched on 11 September, the coloured contact lens and liquid-eyeshadow brand plans distribution across its own platform, e-commerce and quick-commerce marketplaces.

— Source publishedSun, 13 Sept, 2026, 21:50 IST·First seen Sun, 13 Sept, 2026, 21:54 IST·Source Mint

What happened

India D2C eye-beauty startup Peep Beauty raised ₹12 crore pre-seed funding led by Sadev Ventures. Actor Triptii Dimri joined as co-founder and investor. The

Key facts

  • ₹12 crore
  • $1.2 million
  • 11 September

Why this matters

Established beauty and retail players should monitor Peep Beauty as a potential partnership or acquisition target if its coloured-lens and eye-makeup positioning gains traction in fast-delivery channels.

What to watch

  • Availability on Blinkit, Zepto, Swiggy Instamart, Nykaa, Amazon or Myntra.
  • Evidence of repeat purchases, customer reviews and return rates for coloured contact lenses.
  • Regulatory, quality-control or safety-related disclosures concerning cosmetic lens products.
  • Follow-on funding, strategic beauty investors or retail distribution partnerships.
  • New product launches that broaden the brand beyond its initial lens and liquid-eyeshadow assortment.
  • Competitor responses from established lens, makeup and celebrity beauty brands.
  • Launch creator-heavy campaigns featuring Triptii Dimri and beauty influencers around festive, wedding and party-use occasions.
  • Secure listings and promotional visibility on major beauty marketplaces, quick-commerce apps and the brand's D2C site.
  • Build lens-safety education, prescription/disclaimer flows, quality certifications and customer-support capabilities to reduce purchase hesitation.
  • Expand from coloured lenses and liquid eyeshadow into adjacent eye-makeup bundles, lash products, lens-care accessories or limited-edition shade drops.
  • Use early customer data to identify high-repeat cities and concentrate quick-commerce inventory in metros before broad offline expansion.

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