Beauty quick commerce startup Firi raises $3 M funding from 360 ONE Asset

Beauty and personal care quick-commerce startup Firi has raised $3 million in a funding round led by 360 ONE Asset. The Gurugram-based company also received backing from Better Capital, CRED founder Kunal Shah and a group of angel investors.

Firi will deploy the new funding towards broadening its product portfolio to include categories such as makeup and fragrances. The startup also plans to increase its dark-store network in Gurugram before taking its operations to other cities.

Launched in 2026 by former Uber India executives Vivek Madani and Karishma Rathaur, Firi runs a curated marketplace focused on beauty and personal care products. Before products are listed, the company uses AI to assess customer reviews and other available product information.

The startup said it has processed more than 50 million reviews and selected approximately 3,000 products from beauty markets worldwide. Its current catalogue covers skincare, haircare and body care, with customers in select parts of Gurugram receiving orders in as little as nine minutes.

Firi began testing its service through a pilot in January 2026 and moved to full-scale operations in September 2026.