Beaute’s Secret raises Rs 100 Crore to drive festival expansion and product growth from Speed 1.6 Cr
Beaute Secret, a Gurgaon-based beauty tools brand, has secured Rs 100 crore. Raised 1.6 billion yen in funding from Velocity, a financial platform backed by Peter Thiel’s Valar Ventures. The investment comes just in time for the Christmas season, as Beaute Secret aims to expand its business on its quick commerce platform and introduce new products to its range.
Founded in 2010 by Harnika Aneja, Beauté Secrets has built a reputation for providing high-quality, affordable beauty tools designed to enhance your natural beauty without resorting to chemicals or heavy makeup. I’ve built it. The brand’s products span three categories: Basic, Essential and Premium, catering to a wide range of customer needs and budgets. With items such as manicure/pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, Beauté Secrets has carved out a niche for itself by combining beauty, functionality, and affordability.
“Our focus on creating beauty tools that are travel-friendly, durable, and elegant resonates with consumers who want quality products without breaking the bank. By ensuring the durability and precision of our tools while maintaining reasonable prices, we have been able to meet the various needs of our customers, said Harika Aneja, Co-founder of Beauté Secrets. He says:
The brand’s focus on filling the market gap for stylish yet effective beauty tools has driven its significant growth trajectory. Since its inception, Beauté Secrets has served over 4 million customers across India and has achieved a 3x growth rate despite the competitive environment.
Committed to quality, Beaute Secret works with experienced manufacturers and rigorously tests each tool before it goes to market. This meticulous approach has helped the brand gain a loyal customer base, especially among Gen Z consumers who value both beauty and functionality.
Looking to the future, Beauté Secrets is entering a new phase of expansion. Currently, the brand is focused on online sales, but plans to explore partnerships with major distribution channels and enter premium retail stores in major cities in India. With Velocity’s support, Beauté Secrets plans to expand its business, diversify into new product categories, and continue its mission to provide innovative tools that simplify natural beauty routines.
The upcoming Christmas season is sure to be a milestone period for Beauté Secret, with demand expected to increase due to its expanded product range and strengthened presence on quick commerce platforms. The brand’s focus on social media engagement also allows it to effectively cater to its growing customer base during this peak shopping season.
Atul Khicharya, Co-Founder and Chief Operating Officer (COO), Velocity, said: “We are excited to support Beauté Secrets’ growth journey. With our funding, brands like Beauté Secrets will be able to , allowing us to take advantage of demand during the Christmas season, which often accounts for a significant portion of annual sales.” By providing the necessary working capital, we help promising D2C brands realize their full potential. ”
According to Statista, the Indian beauty and personal care market is expected to generate revenue of USD 31.56 billion in 2024, with an annual growth rate of 2.76 percent (CAGR 2024-2029). As this sector continues to expand, Beaute Secret is well-positioned to capture significant market share due to its affordable innovation and dedication to customer satisfaction.
Velocity has been the driving force behind the success of numerous digital-first brands, including Koskii, Power Gummies, Hammer, Bella Vita Organic, and Bewakoof. Their strategic funding approach plays a key role in helping D2C brands like Beauté Secrets achieve their growth goals, especially during high-demand periods like the Christmas season. As the market gears up for record sales, Velocity’s support has proven to be a key element in ensuring these brands have the resources they need to grow.
