Triptii Dimri Steps Into the Business of Beauty as Co-Creator of ‘Peep Beauty’

Actor Triptii Dimri is expanding her horizons beyond the silver screen, officially stepping into the entrepreneurial world as an investor and co-creator of Peep Beauty, a newly launched eye beauty brand. Founded by Aman Arora, the brand aims to redefine coloured contact lenses, positioning them not as a functional medical product, but as an essential beauty and fashion accessory tailored specifically for the Indian eye.  

Alongside the announcement of her new role, the brand unveiled its first digital campaign film titled ‘Made You Look,’ which showcases coloured lenses as a vibrant extension of personal style and self-expression, akin to everyday makeup.  

More Than Just a Face of the Brand

While celebrity brand endorsements are commonplace, Dimri's involvement with Peep Beauty runs much deeper. As a co-creator, she has been actively involved from the early stages of the brand’s development, contributing to its creative direction, product conversations, and overall storytelling.  

Speaking about her new venture, Dimri shared, “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.”  

Founder Aman Arora echoed this sentiment, noting that Dimri’s instinctive understanding of aesthetics and culture makes her a true co-creator. "We saw an opportunity to build India's first eye beauty brand by reimagining coloured contact lenses as makeup," Arora explained. "Triptii immediately connected with that vision."  

Capitalizing on a Growing Market

Peep Beauty is entering a lucrative and rapidly growing market. According to company estimates, while the broader Indian contact lens market is valued between ₹4,000–5,000 crore, the coloured contact lens segment specifically represents a ₹800–900 crore opportunity. This growth is largely driven by Gen Z and millennial consumers who are increasingly experimental with color and personal expression.  

To fuel its launch and expansion, Peep Beauty has successfully raised ₹12 crore in a funding round led by Sadev Ventures, with participation from iSeed, ISV, and TDV. The brand boasts a diverse and notable group of investors spanning the entertainment, consumer, and tech sectors. Alongside Dimri, the investor pool includes actors Naina Bhan and Anya Singh, Arjun Vaidya (V3 Ventures), Puneet Gupta (AstroTalk), Roman Saini (Unacademy), Gaurav Khatri (Noise), and Dhruv Bhasin (Arata).  

What’s Next for Peep Beauty?

As a digital-first brand, Peep Beauty plans to establish its initial community through its own Direct-to-Consumer (D2C) platform, before expanding its footprint across major online marketplaces and quick-commerce platforms.  "

To solidify its position in the beauty category, the brand plans to collaborate extensively with makeup artists, digital creators, dancers, and cultural voices who align with their ethos of self-expression. By placing the unique beauty and diversity of the Indian eye at the center of its product development, Peep Beauty isn't just launching a product—it is pioneering an entirely new category in the Indian beauty landscape.