Peep Beauty, India’s first eye beauty brand, raises INR 12 crore, names Triptii Dimri as Investor and Co-Creator, and launches the ‘Made You Look’ campaign to redefine coloured contact lenses as an everyday beauty essential for Indian consumers.
Peep Beauty, India’s first dedicated eye beauty brand, has announced actor Triptii Dimri as Investor and Co-Creator, simultaneously unveiling its debut digital campaign, Made You Look.
Founded by serial entrepreneur Aman Arora, Peep Beauty is repositioning coloured contact lenses — from a functional, medically coded product into a mainstream beauty and fashion essential.
The brand is built on one insight: the Indian eye has long been underrepresented in global beauty narratives — deserving a brand designed for its depth and diversity.
Dimri’s involvement is not a conventional endorsement.
As Co-Creator, she has shaped creative direction and cultural storytelling from Peep Beauty’s earliest stages.
Made You Look presents the eye as a canvas for creativity and identity — a decisive departure from the medical category that coloured contact lenses have long occupied.
Peep Beauty has raised INR 12 crore in a funding round led by Sadev Ventures, with participation from iSeed, ISV, and TDV — alongside a strategically curated investor group.
The investor roster includes Gaurav Khatri of Noise, Arjun Vaidya of V3 Ventures, Anmol Gupta of Moxie Beauty, Roman Saini of Unacademy, and actors Naina Bhan and Anya Singh.
Celebrity co-creation in Indian beauty has a demonstrated track record — Katrina Kaif’s Kay Beauty crossed INR 132 crore in FY25, grew 50% year-on-year, turned profitable, and became the first Indian beauty brand at the UK’s Space NK.
Plum’s FY25 profitability turnaround — backed by over USD 50 million in institutional capital and Rashmika Mandanna’s co-creator equity — confirms that the right celebrity alignment, anchored in genuine product conviction, builds lasting brand value.
India’s total contact lens market is estimated at approximately USD 836 million in 2025; the coloured contact lens segment, while not independently sized, is pegged by Peep Beauty at ₹800–900 crore — a sub-category growing faster than the corrective lens mainstream.
India’s organised eye cosmetics market — kajal, kohl, eyeliner, and eye shadow — is estimated at approximately INR 2,100 crore in 2025, with a significant unorganised segment layered below it that no single data source cleanly captures.
Consumer inertia — rooted in medical associations, limited Indian-specific product design, and fragmented retail access — has long kept coloured lenses outside the mainstream beauty conversation.
Peep Beauty goes to market D2C-first, with marketplace and quick-commerce availability — and with Made You Look, it signals one clear ambition: not entering an existing category, but building one.
Editor’s Note
India’s eye cosmetics story has long been written by kajal — culturally embedded, commercially scaled, but never truly expansive as a beauty category.
Coloured contact lenses have existed here for years — sitting awkwardly between ophthalmology and beauty, belonging fully to neither. The consumer was always ready; the category vocabulary simply was not.
What Peep Beauty is really building is a permission structure — for Indian consumers to finally see eye colour as beauty, not optometry.
With the right D2C discipline behind the right storytelling, this could be India’s most closely watched new beauty category launch in years.
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