Peep Beauty Raises ₹12 Cr as Triptii Dimri Backs Eye Beauty Bet

Actor Triptii Dimri has joined D2C startup Peep Beauty as an investor and co-creator, giving the young company a celebrity partner as it tries to build a dedicated category around coloured contact lenses and eye makeup. Peep says Dimri has been involved in creative direction, product discussions and brand storytelling rather than serving only as the face of its advertising.

Her investment forms part of Peep Beauty’s ₹12 crore pre-seed round, led by Sadev Ventures with participation from iSeed, ISV and TDV. The round also brought in founders and operators including Arjun Vaidya of V3 Ventures, Astrotalk founder Puneet Gupta, Unacademy cofounder Roman Saini, Noise cofounder Gaurav Khatri and Arata cofounder Dhruv Bhasin.

Founded in 2026 by former Keventers cofounder Aman Arora, Peep Beauty is focused specifically on eye beauty. Its flagship coloured contact lenses currently come in five shades at ₹399 per pair, while the company also sells six liquid eyeshadows. Matte variants are priced at ₹799 and metallic versions at ₹849.

The startup is betting that coloured lenses can move beyond occasional or corrective use and become an everyday beauty and fashion product. Peep says its lenses are designed around Indian eye tones and plans to eventually expand the range to roughly 15–20 shades. Mascara and eyeliner are also planned as the company builds a wider eye-focused portfolio.

Distribution will remain digital-first, spanning Peep’s own website, ecommerce marketplaces and quick-commerce platforms, supported by collaborations with creators and makeup artists. The company estimates India’s coloured-contact-lens segment at around ₹800–900 crore within a broader ₹4,000–5,000 crore contact-lens market. The bigger test will be whether celebrity co-creation can translate attention into repeat purchases and help Peep establish eye beauty as a distinct consumer category.