Beauty Quick Commerce Startup Firi Raises $3 Mn Led By 360 ONE Asset
Firi has raised $3 million in a funding round led by 360 ONE Asset. Beauty products at home in nine minutes is the promise, and this cheque is meant to widen the catalogue behind it. Better Capital, CRED founder Kunal Shah and other angel investors also participated in the round.
What the money will do
The Gurugram-based company will use the fresh capital to expand into makeup, fragrances and other beauty categories. It also plans to add more dark stores in Gurugram before moving into other cities. That is the usual playbook in quick commerce. Build density in one city first, then copy the model elsewhere.
50 million reviews, 3,000 products
Firi runs a curated marketplace for beauty and personal care products. It uses AI to analyse product reviews and other signals before listing anything on the platform. The company says it has analysed more than 50 million reviews and shortlisted around 3,000 products from the global beauty market.
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It currently sells skincare, haircare and body care products. Deliveries in parts of Gurugram take as little as nine minutes. Firi started its pilot in January 2026 and began full operations this month.
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Two former Uber hands
Firi was founded in 2026 by Vivek Madani and Karishma Rathaur, both former Uber India executives. Their background is in running operations at scale, which is the skill quick commerce demands most. Getting one dark store to deliver in nine minutes is easy. Getting twenty of them to do it while keeping stock, riders and margins in line is the hard part.
Why it matters
Beauty is a category that quick commerce platforms have already started fighting over. Shoppers buy lipstick and sunscreen in small quantities, often at short notice, and they repeat the purchase when the product suits them. The curated angle is Firi’s difference. Instead of listing everything, it filters the market down to a few thousand products using AI. That can earn trust with a shopper who is tired of choosing between 40 lookalike serums. It can also backfire if the shortlist misses the brand someone swears by, which is the risk every curated marketplace runs.
Sudip Kumar is a Writer at Bharat Fast, contributing to the platform for more than six months. With an interest in startups, entrepreneurship, digital media and graphics designing, he enjoys exploring emerging businesses and sharing informative stories with readers.
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