Triptii Dimri Joins Peep Beauty as Investor and Co-Creator
Triptii Dimri has taken a stake in Peep Beauty, joining the young Indian beauty company not only as an investor but also as a co-creator as it tries to build a consumer category around coloured contact lenses and eye makeup.
The actor’s involvement goes beyond appearing in advertising. Peep Beauty says Dimri is contributing to product conversations, creative direction and brand storytelling, giving her a role in how the business develops and presents itself to consumers.
Her arrival coincides with a significant early phase for the company. Peep Beauty has raised ₹12 crore in a funding round led by Sadev Ventures and has launched its first digital campaign, Made You Look.
Founded by entrepreneur Aman Arora, the startup is betting that coloured contact lenses can move beyond their traditional association with vision and occasional cosmetic use to become part of everyday beauty routines.
Dimri Takes a More Active Role Than a Brand Ambassador
Celebrity partnerships are familiar territory for India's beauty industry, but Peep Beauty is positioning its relationship with Dimri differently.
Rather than signing the actor solely to promote finished products, the company describes her as an investor and co-creator involved in shaping the brand.
Dimri said Peep Beauty's attempt to rethink the role of coloured lenses was part of what attracted her to the business.
“The first thing that struck me about Peep Beauty was that it wasn’t just creating a product—it was creating an entirely new way of thinking about beauty,” she said.
For Dimri, the opportunity lies in treating the eyes as an area for personal expression rather than viewing coloured lenses primarily through a functional lens.
“The eye is one of the most expressive parts of who we are, yet coloured lenses have always been spoken about as a functional or medical category. Peep Beauty changes that conversation.”
Her individual investment amount has not been disclosed in the reporting reviewed.
Peep Beauty Raises ₹12 Crore
Dimri's investment forms part of a ₹12 crore funding round led by Sadev Ventures.
The round also included participation from iSeed, ISV and TDV, alongside entrepreneurs and executives including Arjun Vaidya, Puneet Gupta, Roman Saini, Gaurav Khatri and Dhruv Bhasin.
The funding gives Peep Beauty capital to expand at a point when the company is still establishing its product range and consumer identity.
Arora, a former co-founder of Keventers, founded Peep Beauty in 2026 around a relatively focused proposition: build a beauty brand specifically around the eyes.
That differs from the broader strategy followed by many cosmetics startups, which launch products across categories such as lips, skin and eyes and then compete for consumers across a much wider portfolio.
Peep Beauty is starting narrower.
The Business Bet Is on Making Coloured Lenses Routine
The company's central challenge is not simply selling another brand of contact lenses. It is trying to change how consumers classify the product.
“We saw an opportunity to build India's first eye beauty brand by reimagining coloured contact lenses as makeup rather than a medical product,” Arora said.
That distinction is important to Peep Beauty's strategy.
A medical or functional lens is generally purchased because someone needs it. A beauty product can be bought because a consumer wants a different look, potentially creating more opportunities for experimentation and repeat purchases.
Peep Beauty wants coloured lenses to sit closer to eyeshadow, eyeliner and mascara in that purchasing decision.
Whether Indian consumers adopt that behaviour at scale will be one of the central tests of the business.
Products Start at ₹399 for Coloured Lenses
Peep Beauty currently offers coloured contact lenses in five shades, with a pair priced at ₹399.
The company has also launched six liquid eyeshadows. Matte variants are priced at ₹799, while metallic versions cost ₹849.
Its plans extend beyond those initial products.
Peep Beauty intends to add mascara and eyeliner and eventually increase its coloured-lens portfolio to roughly 15 to 20 shades.
The expansion is commercially important because an eye-focused brand cannot necessarily depend on coloured lenses alone. Complementary cosmetics give the company more products to sell to the same customer and allow it to build complete eye looks rather than relying on a single category.
India’s Coloured Lens Market Offers Room to Grow
Peep Beauty is entering a wider Indian contact-lens market estimated at roughly ₹4,000 crore to ₹5,000 crore.
Within that market, coloured contact lenses represent an estimated opportunity of ₹800 crore to ₹900 crore, according to industry figures cited by the company.
Those numbers describe estimates for the broader market, not Peep Beauty's revenue or sales.
The startup's opportunity therefore depends on more than the size of the existing lens business. Its strategy assumes that coloured lenses can attract consumers who may not currently consider them a regular beauty purchase.
If that happens, Peep Beauty would be competing for spending that might otherwise go towards conventional cosmetics rather than simply taking share from established contact-lens sellers.
‘Made You Look’ Sets the Tone for the Brand
The company's first digital campaign, Made You Look, introduces that idea by putting the expressive role of the eyes at the centre of Peep Beauty's identity.
Dimri's involvement gives the campaign immediate recognition, but the company's longer-term aim is to build an audience around experimentation with different eye looks.
That makes digital distribution a natural starting point.
Peep Beauty plans to sell through its direct-to-consumer platform as well as ecommerce marketplaces and quick-commerce channels. It also intends to work with makeup artists, creators, dancers and other figures whose work is visually driven.
For coloured lenses in particular, online visual content can serve a practical purpose. Consumers often want to see how a shade appears on different eye colours and skin tones before deciding whether to buy it.
Celebrity Investment Is Becoming a Different Kind of Partnership
Dimri's investment fits a broader change in the relationship between celebrities and consumer startups.
Actors and athletes have long been paid to endorse products. Increasingly, some are taking equity stakes or joining businesses as investors, founders and creative partners.
For a startup, the arrangement can provide visibility and a recognisable personality without limiting the relationship to an advertising contract. For the celebrity, equity creates the possibility of participating financially in the company's growth.
It does not remove the harder work of building a consumer business.
Peep Beauty still has to establish product quality, earn trust, build distribution and persuade customers to return after an initial purchase. Those challenges are particularly relevant for products worn directly on the eyes, where comfort and consumer confidence can matter as much as appearance.
Dimri can help draw attention to the company. Sustaining that attention will depend on the products themselves.
Peep Beauty Is Betting on a Category, Not Just a Product
The more interesting part of Peep Beauty's strategy is the attempt to create a distinct identity around eye beauty rather than becoming another general cosmetics label.
Its ₹12 crore funding round provides capital for that effort. Dimri brings reach and creative involvement. Arora brings experience building a consumer brand.
The remaining question is whether the company's central premise translates into buying behaviour.
If consumers begin treating coloured lenses as products they can change according to an outfit, occasion or mood, Peep Beauty has room to build a broader ecosystem around that habit.
For now, Dimri's arrival gives the startup a prominent partner at an early stage of that experiment. Her role as an investor and co-creator also means she has more riding on the outcome than a conventional celebrity face of the brand.
