Firi | $3M (Seed)

Founders: Karishma Rathaur, Vivek Madani

Founded: June 2026 (incorporated; pivoted from earlier startup "Honestly," founded April 2024)

HQ: Bengaluru

Sector: BeautyTech / AI-Curated Commerce

What they do

→ AI-curated beauty marketplace selects and vets products before listing, rather than running an open catalog

→ AI has analysed 50M+ reviews, Reddit threads, YouTube reviews and ingredient lists to shortlist ~3,000 products from an estimated 3 lakh globally

→ Currently focused on skincare, haircare and body care

→ Delivers in as little as 9 minutes in parts of Gurugram via its first Beauty Studio

The Funding

→ Raised $3M in a seed round

→ Led by 360 ONE Asset

→ Participation from Better Capital, Kunal Shah, and other founders/operators

Why it matters

→ Average order value is nearly 2x that of large beauty retailers like Nykaa and Tira

→ Customers already buy across categories in the same order a good early stickiness signal

→ India's beauty and personal care market is projected to hit $40B by 2030

→ Founders bring Uber India operating experience into a curation-first, quality-over-catalog bet

Can curation beat catalog size in India's crowded beauty e-commerce market?