Indian direct-to-consumer beauty startup Peep Beauty, specializing in coloured contact lenses and eye makeup, has announced actor Triptii Dimri as an investor and co-creator, cementing the brand's focus on creative storytelling and product innovation in the eye beauty category.
- Triptii Dimri joins Peep Beauty as investor and co-creator
- Pre-seed round raised ₹12 Cr led by Sadev Ventures
- Plans to expand product range in eye beauty segment
What happened
Peep Beauty, a new Indian D2C brand specializing in coloured contact lenses and eye makeup, has brought on actor Triptii Dimri not only as an investor but also as a creative co-creator. Dimri has been involved in the brand’s storytelling and product development since early stages. This partnership forms part of Peep Beauty’s pre-seed funding round of ₹12 crore (approximately $1.2 million) led by Sadev Ventures and supported by several angel investors, including founders from prominent startups.
Founded earlier this year by Aman Arora, ex-cofounder of Keventers, the brand launched with coloured contact lenses as its flagship product, designed specifically for Indian eye tones. In addition to lenses, Peep Beauty offers a range of liquid eyeshadows and has plans to expand its portfolio to include mascara, eyeliner, and more varied shades of lenses. Their D2C model proposes a digital-first sales strategy supported by ecommerce and quick commerce platforms.
Why it matters
Peep Beauty is positioning itself as India’s first dedicated brand focused exclusively on eye beauty products, especially coloured contact lenses, which are being promoted not just as functional items but as everyday beauty and fashion accessories. With celebrity involvement from Triptii Dimri, the startup gains increased visibility and consumer engagement potential through authentic storytelling and creative collaboration.
The involvement of well-known angel investors and a clear product roadmap highlights the growing interest and confidence in niche D2C beauty brands within India's rapidly expanding digital commerce ecosystem. Additionally, Peep Beauty’s approach to catering products specifically to Indian consumers demonstrates a tailored strategy that could set standards for future brands in this category.
What to watch next
Peep Beauty aims to broaden its coloured contact lens portfolio to 15-20 shades, including both conventional and experimental colours for special occasions. Monitoring how the brand evolves its product line—particularly with upcoming launches of mascaras and eyeliners—will offer insight into its capacity to build a comprehensive eye-focused beauty category.
The startup’s collaboration with creators, makeup artists, performers, and other influencers may be a key factor in how effectively it scales consumer awareness and demand. Given the competitive landscape where multiple Indian D2C brands leverage celebrity partnerships, Peep Beauty’s unique focus on eye beauty and its execution of creative co-creation with Triptii Dimri will be critical to watch.