Actor Triptii Dimri has added a new role to her growing career portfolio. The actress has joined Peep Beauty as an investor and co-creator, becoming part of a brand that aims to build a dedicated beauty category around the eyes.
The announcement marks a move beyond Triptii's work in films and endorsements. Her involvement with the brand reportedly goes back to its early stages, with the actress participating in creative discussions, product conversations and brand storytelling.
The development makes Triptii Dimri Peep Beauty a notable celebrity-startup collaboration, particularly because her role extends beyond simply promoting the products.
What Is Peep Beauty?
Peep Beauty is a direct-to-consumer beauty startup focused on coloured contact lenses and eye makeup. The company is attempting to change how consumers perceive coloured lenses by presenting them as part of beauty, fashion and personal expression rather than only as functional or vision-related products.
The brand has been founded by entrepreneur Aman Arora and is positioning its products specifically around Indian consumers and the diversity of Indian eyes.
According to the company, the idea behind Peep Beauty is that eyes are one of the most expressive parts of a person's appearance but have received comparatively less attention in beauty conversations. The brand wants to make the eye the centre of its visual identity.
Triptii Dimri’s Role Goes Beyond Investment
The partnership is different from a conventional celebrity endorsement. As an investor and co-creator, Triptii has been involved in shaping the brand from its early stages.
Her contribution includes discussions around creative direction, products and storytelling. This involvement gives her a more active role in developing the identity of the company.
Speaking about the partnership, Triptii said that what attracted her to Peep Beauty was its attempt to create a new way of thinking about beauty. She noted that coloured lenses have traditionally been discussed mainly as a functional or medical product, while Peep Beauty wants to connect them with self-expression and personal style.
For Triptii Dimri Peep Beauty, this creative involvement is an important part of the partnership because the actress is not simply lending her name to the company.
Peep Beauty Raises ₹12 Crore
Triptii's investment comes alongside Peep Beauty's ₹12 crore pre-seed funding round, equivalent to about $1.2 million. The round was led by Sadev Ventures, with participation from iSeed, ISV and TDV.
Several angel investors are also reported to have participated in the round, including entrepreneurs and founders from India's startup ecosystem.
The fresh funding is expected to help Peep Beauty develop its products, strengthen its digital presence and expand its eye-focused beauty proposition.
‘Made You Look’ Campaign Launches
Alongside the announcement of Triptii's association, Peep Beauty has unveiled its first digital campaign, titled “Made You Look.”
The campaign puts the Indian eye at the centre of the brand's visual storytelling. It presents coloured contact lenses as an extension of personal style, placing them alongside makeup and fashion as tools that consumers can use to experiment with their appearance.
The campaign is designed to introduce consumers to the idea that eye colour can become another element of beauty and self-expression.
The association therefore gives Triptii Dimri Peep Beauty a strong launch moment, with the actress appearing as both an investor and an active creative partner.
Targeting India’s Growing Eye Beauty Market
Peep Beauty is entering a market where younger consumers are increasingly experimenting with beauty, colour and personal style.
The company estimates that India's broader contact lens market is worth around ₹4,000–5,000 crore, while the coloured contact lens segment represents an opportunity of approximately ₹800–900 crore.
The brand is particularly targeting Gen Z and millennial consumers who are increasingly comfortable experimenting with their appearance and using beauty products as a form of self-expression.
Peep Beauty plans to build its presence through its own D2C platform, online marketplaces and quick-commerce channels. It also intends to work with creators, makeup artists, dancers and other cultural voices.
A New Business Move for Triptii Dimri
Triptii has become one of the most recognisable young actors in Hindi cinema, and her association with Peep Beauty adds another dimension to her public profile.
Rather than limiting her involvement to an endorsement, the actress is taking an ownership and creative role in a young consumer brand. The move reflects a broader trend of celebrities becoming investors, founders and collaborators in businesses connected to fashion, beauty and lifestyle.
For Triptii Dimri Peep Beauty, the combination of her popularity and the startup's niche focus could help introduce coloured contact lenses to a much wider audience.
What Peep Beauty Wants to Build
The company's larger ambition goes beyond selling coloured lenses. Peep Beauty wants to establish what it describes as a dedicated eye beauty category in India.
Its approach is based on treating eyes as a canvas for creativity and identity. Instead of presenting lenses only as a vision-related product, the brand wants consumers to think of them in the same way they think about makeup or fashion accessories.
Triptii's involvement is expected to support that positioning through creative storytelling and cultural relevance.
With its ₹12 crore funding, new “Made You Look” campaign and Triptii Dimri joining as an investor and co-creator, Peep Beauty is entering the market with a clear attempt to create a new beauty conversation around the Indian eye.
For Triptii, meanwhile, the partnership represents an interesting step beyond acting and into entrepreneurship, giving her an opportunity to help build a consumer brand from its early stages.
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