$3 million seed led by 360 ONE Asset, with Better Capital and CRED founder Kunal Shah participating. The company was incorporated in June 2026 and began full operations this month.
Firi stocks roughly 3,000 products shortlisted from more than 300,000 globally, using AI that reads Reddit threads, YouTube reviews and ingredient lists to find items with high repeat-purchase pote…
It targets people who do not research beauty and rely on friends' recommendations, which is the opposite of the engaged shopper Nykaa and Amazon are built around.
Madani and Rathaur previously built Honestly, an AI beauty discovery platform. Firi is the same problem with inventory and fulfilment attached, because discovery alone does not monetise.
The harder constraint is authorised supply rather than curation, since international beauty brands police Indian distribution tightly. No average order value or repeat rate has been disclosed.
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