Triptii Dimri has entered the beauty startup space as both a co-founder and investor in D2C beauty brand Peep Beauty, which has raised ₹12 crore in a pre-seed funding round led by Sadev Ventures.
The actor, known for her role in Animal, has also been involved in Peep Beauty’s creative direction and brand storytelling. Her investment forms part of the company’s latest funding round, which also saw participation from ISV, iSeed and TDV.
The round brings together a notable group of startup founders as investors, including Gaurav Khatri of Noise, Roman Saini of Unacademy, Puneet Gupta of Astrotalk, Dhruv Bhasin of Arata and Arjun Vaidya of V3 Ventures.
Triptii Dimri Takes an Active Role in Peep Beauty
Dimri’s involvement with Peep Beauty goes beyond a conventional celebrity endorsement. The company said her association includes participation in creative direction and brand storytelling.
Peep Beauty also described the partnership as a close fit between the brand’s identity, its target consumers and Dimri’s connection with a young audience.
The actor has therefore joined the startup at an early stage, taking both an ownership and creative role as Peep Beauty builds its presence in the beauty market.
Peep Beauty Launches With Eye-Focused Products
Founded earlier this year by Aman Arora, former co-founder of Keventers, Peep Beauty officially launched on September 11.
The startup’s initial portfolio focuses specifically on eye beauty, with coloured contact lenses and liquid eyeshadows. The products are positioned for consumers interested in experimenting with their appearance through eye-focused makeup and lenses.
The company says it is India’s first eye beauty brand.
According to information shared by the company, its eyeshadow range is intended to help customers create complete makeup looks that work alongside its coloured lenses.
Startup Targets D2C, E-Commerce and Quick-Commerce Channels
Peep Beauty plans to sell through its own platform while also expanding its visibility across e-commerce and quick-commerce marketplaces.
The company’s go-to-market strategy places it within a wider D2C beauty ecosystem where brands increasingly combine their own digital channels with large online marketplaces to reach consumers.
UBR × DISRPTVE, an integrated venture-building and growth-advisory platform, supported Peep Beauty in bringing the brand to market.
Its services cover fundraising, strategic advisory and end-to-end venture building, with capabilities spanning capital, talent, design, strategy and distribution.
Startup Founders Join the Investor Pool
The participation of founders from companies such as Noise, Unacademy, Astrotalk and Arata gives Peep Beauty’s pre-seed round a strong startup-founder presence.
The funding will come at an early stage of the company’s expansion, as it works to build its product portfolio and establish distribution across its own platform and third-party digital commerce channels.
Celebrity Investment Becomes a D2C Growth Strategy
Dimri’s entry into Peep Beauty comes amid a broader trend of celebrities taking investment positions in consumer brands rather than limiting their involvement to endorsements.
Earlier this year, Kriti Sanon joined jewellery brand GIVA as an investor, while Shilpa Shetty Kundra became a strategic investor in kids’ lifestyle brand Rosada.
Sportswear brand Agilitas Sports also brought actor Anushka Sharma on board as an investor. Footwear brand Chupps, meanwhile, brought cricketer Ajinkya Rahane in as a strategic advisor and investor.
For Peep Beauty, the combination of an early-stage funding round, startup-founder backing and Dimri’s role as co-founder gives the newly launched brand a distinct starting point as it enters India’s beauty market.
Also Read: Gold Slips as Oil Rally Pushes Fed Rate-Hike Odds to 86.5%
