Homegrown eye-beauty brand Peep Beauty has announced actor Triptii Dimri as an investor and co-creator, as the company looks to reposition coloured contact lenses as a beauty and fashion category rather than a purely functional product. The announcement was accompanied by the brand’s first digital campaign film, unveiling a new visual language centred on the Indian eye.
A New Category, Built for Indian Eyes
Founded by two-time entrepreneur Aman Arora, Peep Beauty is moving coloured lenses beyond vision correction, positioning them instead as an everyday beauty essential and a tool for self-expression. The brand says its products are designed specifically for Indian eyes, with an emphasis on their depth, diversity and individuality.
Dimri’s involvement goes beyond a financial stake. As investor and co-creator, she has been involved in shaping the brand’s creative direction, product decisions and storytelling since its early stages.
Speaking about the association, 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.”
Commenting on the announcement, Aman Arora, Founder, Peep Beauty, said, “Peep Beauty was born from a simple insight that the Indian eye deserved its own beauty category. Around the world, beauty has become increasingly specialised, yet eyes have remained largely overlooked despite being central to expression. We saw an opportunity to build India’s first eye beauty brand by reimagining coloured contact lenses as makeup rather than a medical product. Triptii immediately connected with that vision. She brings an instinctive understanding of storytelling, aesthetics and culture, making her far more than an investor. She has been a true co-creator in building what Peep Beauty stands for.”
Market Opportunity
Peep Beauty is launching into a fast-growing segment, driven largely by Gen Z and millennial consumers experimenting more with colour and personal style. India’s overall contact lens market is estimated at Rs 4,000–5,000 crore, with coloured lenses alone representing an Rs 800–900 crore opportunity — a category the brand believes still has significant room to grow.
Funding and Backers
Peep Beauty has raised Rs 12 crore in a funding round led by Sadev Ventures, with participation from iSeed, ISV and TDV. The investor group also includes Dimri, Binoy Khimji and Ashish Chowdhry of UBR Disrptve, actors Naina Bhan and Anya Singh, Anmol Gupta of Moxie Beauty, Arjun Vaidya of V3 Ventures, Puneet Gupta of AstroTalk, Roman Saini of Unacademy, Gaurav Khatri of Noise, and Dhruv Bhasin of Arata.
What’s Next
As a digital-first brand, Peep Beauty plans to build its community through its own D2C platform while expanding across major marketplaces and quick-commerce channels. It also intends to collaborate with creators, makeup artists, dancers and other cultural voices as part of its broader positioning strategy.
