Beauty Startup Firi Raises $3 Mn 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 BW Disrupt.

The round marks the latest bet by 360 ONE Asset, the investment arm associated with the Mumbai-based wealth and asset management firm 360 ONE, on India's consumer and personal care sector. The $3 million cheque gives Firi fresh capital to expand a business that operates in one of the country's most competitively funded consumer categories.

Firi builds products in the beauty and personal care segment, a market that has drawn consistent investor interest in India as direct-to-consumer brands compete for shelf space and online visibility. The company has not publicly disclosed its valuation or the exact split between equity and any other instruments in the round, and BW Disrupt's report did not specify other participating investors.

360 ONE Asset has been an active cheque-writer across Indian startups and growth-stage companies. Leading a $3 million round puts it in the early-stage bracket of the beauty and personal care space, where capital intensity is moderate but brand-building costs and distribution spend often determine winners.

The investment signals continued appetite among institutional investors for scaled-down, targeted bets in consumer brands even as overall funding momentum in Indian startups has moderated from peak years. Beauty and personal care remains a category where investors see room for niche players to build loyal customer bases against established fast-moving consumer goods giants.

For Firi, the immediate priority will be deploying the $3 million toward growth — typically a mix of product expansion, marketing and distribution for companies at this stage. The startup has not disclosed specific deployment plans, and BW Disrupt did not report details on how the funds will be allocated.

The round positions Firi to compete more aggressively in a segment where rivals have raised larger sums, and the involvement of a wealth-manager-backed asset house suggests the company now has an institutional investor with follow-on capacity. Whether Firi can convert the capital into sustained market share will become clearer as it scales distribution and widens its product line.