Beauty Startup Firi Raises $3 Million in Round Led by 360 ONE Asset

Beauty and personal care startup Firi has raised $3 million in a funding round led by 360 ONE Asset, according to a report by Exchange4Media.

The deal marks another vote of confidence from the asset management arm of the 360 ONE group in India's consumer beauty segment. The round totals $3 million, with 360 ONE Asset serving as lead investor, Exchange4Media reported. The report did not disclose the participation of other investors, the valuation at which the capital was raised, or the intended use of the proceeds.

Firi operates in the beauty and personal care category, one of the most competitive corners of India's consumer market. The sector has drawn sustained institutional interest as spending on grooming, skincare and personal wellness products continues to expand among Indian consumers. Within that market, startups compete against both entrenched fast-moving consumer goods giants and a wave of digitally native brands built for online-first shoppers.

For 360 ONE Asset, the investment extends its activity into early-stage and growth-stage consumer bets. The firm manages assets across public markets and private investments, and its decision to lead the round signals institutional appetite for beauty and personal care ventures remains intact despite a broader funding environment that has grown more selective since the highs of 2021 and 2022.

The $3 million cheque places the deal in the seed-to-Series A range typical for consumer brands scaling distribution, product lines and marketing spend at Firi's stage. Investors in this bracket generally look for proof of repeat purchase behavior, gross margin durability and an efficient path to retail or direct-to-consumer scale before committing larger sums in subsequent rounds.

Neither Firi nor 360 ONE Asset has publicly detailed the strategic rationale behind the round. Exchange4Media's report centered on the deal terms: a $3 million raise, led by 360 ONE Asset, closed for the beauty and personal care startup.

The funding gives Firi fresh capital to press its position in a category where brand-building costs are high and shelf space — physical or digital — is contested. Whether the startup can convert the raise into durable market share will become clear as it deploys the capital; for now, the round confirms that institutional money continues to find homes in India's beauty and personal care startups at the $3 million scale.