Actor Triptii Dimri has joined eye-focused D2C beauty brand Peep Beauty as an investor and co-creator
The startup is leveraging Dimri’s creative involvement and celebrity reach to position coloured contact lenses as everyday beauty and fashion accessories
Founded by former Keventers cofounder Aman Arora, Peep Beauty has raised ₹12 Cr and sells coloured contact lenses and eye makeup products
As part of the association, Dimri has been involved in the startup’s creative direction, product discussions, and brand storytelling from its early stages, the startup said in a statement.
Dimri’s investment is part of the startup’s pre-seed funding round of ₹12 Cr ($1.2 Mn) led by Sadev Ventures, with participation from iSeed, ISV and TDV.
The round also saw participation from a clutch of angel investors, including Arjun Vaidya (V3 Ventures cofounder), Puneet Gupta (Astrotalk founder), Roman Saini (Unacademy cofounder), Gaurav Khatri (Noise cofounder), Dhruv Bhasin (Arata cofounder), among others.
Founded earlier this year by ex-Keventers cofounder Aman Arora, Peep Beauty operates in the coloured contact lens and eye makeup segments. The startup claims to be India’s first dedicated eye beauty brand.
Betting On Coloured Lenses
Peep Beauty launched with coloured contact lenses as its flagship product and is positioning them as everyday beauty and fashion accessories. The startup said its products have been designed specifically for Indian eye tones.
The startup currently offers lenses in five shades currently, priced at ₹399 per pair.
It has also launched six liquid eyeshadows. While its matte range is priced at ₹799, metallic eyeshadows cost ₹849.
Arora told Inc42 earlier this year that the eyeshadow range was introduced to allow customers to build complete looks around the coloured lenses.
The startup plans to add products such as mascara and eyeliner to its portfolio, allowing customers to create different eye-focused looks instead of using its lenses as standalone products.
Peep Beauty also plans to expand its contact lens portfolio to around 15-20 shades over the next few years. Besides conventional colours such as brown and grey, it intends to introduce more experimental shades for occasions such as Halloween.
As a digital-first brand, Peep Beauty plans to sell through its D2C platform while expanding its presence on ecommerce marketplaces and quick commerce platforms. It also intends to collaborate with creators, makeup artists, dancers, and other artists to promote the brand.
The development comes as D2C brands increasingly bring celebrities on board as investors and strategic collaborators to boost visibility and strengthen their consumer connect.
Earlier this year, D2C jewellery brandGIVA onboarded actor Kriti Sanon as an investor. In June, D2C kids’ lifestyle brand Rosadabrought actor Shilpa Shetty Kundra on board as a strategic investor as it looks to expand its footprint across India.
Sportswear startupAgilitas Sports also onboarded actor Anushka Sharma as an investor and strategic collaborator. Meanwhile, footwear brand Chuppsroped in Indian cricketer Ajinkya Rahane as an investor and strategic advisor.