Cinema VinesIndian film star Triptii Dimri has stepped into the beauty arena as both an investor and co‑creator for the direct‑to‑consumer brand Peep Beauty, a startup that is redefining the role of coloured contact lenses and eye makeup in the Indian market. The actress, known for her bold roles on screen, says she has been involved with the brand from its early days, helping shape its creative direction, product lineup and storytelling.
Peep Beauty’s latest pre‑seed funding round raised ₹12 crore (about $1.2 million), led by Sadev Ventures and backed by iSeed, ISV and TDV. Dimri’s participation is part of this investment, but her contribution goes beyond capital; she is actively engaged in discussions about the brand’s vision and positioning, according to a statement issued by the company.
The company’s mission is to move coloured contact lenses out of the purely functional or medical category and into the broader beauty and self‑expression space. By focusing on the eye as a key expressive element, Peep Beauty aims to create products and narratives that resonate with Indian consumers, offering a fresh perspective on how eye accessories can be styled and celebrated.
Speaking about her role, Dimri noted, “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.”
With Dimri on board, Peep Beauty is poised to expand its presence in the eye‑focused beauty segment, developing new products and storytelling that speak directly to the tastes and aspirations of Indian consumers. The collaboration signals a growing trend of celebrity involvement in niche beauty categories, and it will be interesting to see how the brand leverages its unique positioning in the coming months.
