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D2C beauty brand Peep Beauty has brought actor Triptii Dimri on board as an investor and co-creator, as the company works to build a beauty category around coloured contact lenses and eye makeup.
Dimri has been associated with the brand since its early stages, according to a company statement. Her involvement has included inputs on creative direction, product development and brand storytelling. Beyond her investment, the actor is also involved in discussions around Peep Beauty’s broader vision and market positioning.
Her investment is part of Peep Beauty’s Rs. 12 crore ($1.2 million) pre-seed funding round, led by Sadev Ventures, with participation from iSeed, ISV and TDV.
The partnership comes as Peep Beauty seeks to develop a beauty proposition focused specifically on the Indian eye. The brand aims to make coloured contact lenses part of the wider beauty and self-expression category, moving them beyond their traditional perception as primarily functional or medical products.
Talking about her association with the brand, Triptii Dimri, Investor & Co-Creator, Peep Beauty, said, “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. 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. Being part of building a brand from the ground up, contributing creatively, and helping shape its vision made this partnership incredibly exciting for me.”
The association will support Peep Beauty’s plans to grow in the eye-focused beauty segment, with a focus on products and brand narratives designed for Indian consumers.
