Beauté Secrets, a beauty tools brand from Gurgaon, received INR 1.6 crore from Velocity, backed by Peter Thiel’s Valar Ventures. Just in time for the festive season, this funding will help them grow on quick commerce platforms and launch new products as the brand aims.
Established by Harnika Aneja in 2010, Beauté Secrets is known for its quality and affordable beauty tools that enhance natural beauty without chemicals or heavy makeup. They offer basic, essential, and premium products to meet various customer needs and budgets. Their range includes manicure/pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, combining looks, function, and affordability.
Beauté Secrets aims to launch travel-friendly, durable beauty tools
According to Indian Retailer, Harika Aneja, Co-Founder, Beauté Secrets released a statement regarding launch of new products, “Our focus on creating travel-friendly, durable, and elegant beauty tools has resonated with consumers looking for quality products without breaking the bank. By maintaining reasonable pricing while ensuring durability and precision in our tools, we’ve successfully met the varied needs of our clientele and established Beauté Secrets as a trusted brand in the beauty tools market.”
Notably, the brand has grown remarkably by providing stylish and effective beauty tools. Since starting, they’ve served over 4 million customers in India and grown three times, despite tough competition.
Marking Its expansion. They mainly sell online now but are looking at partnerships with major distributors and planning to enter top retail stores in major Indian cities. With backing from Velocity, they’ll grow, add new product categories, and keep making innovative tools for simple natural beauty routines.
However this festive season will be huge for Beauté Secrets. With more products and a stronger presence on quick commerce platforms, they’re expecting high demand. Their social media engagement will help them serve their growing customer base during this busy shopping time.
India’s Beauty & Personal Care market targets $ 31.56 billion in 2024
In relation to the investment, Atul Khichariya, Co-founder and COO of Velocity said, “We’re excited to support Beauté Secrets growth journey. Our financing enables brands like Beauté Secrets to capitalize on the festive season demand, which often accounts for a significant portion of their annual sales. By providing the necessary working capital, we’re helping promising D2C brands reach their full potential.”
Notably, Statista projects that India’s Beauty & Personal Care market will make $ 31.56 billion in 2024, growing at 2.76% annually from 2024-2029. As this sector grows, Beauté Secrets is well-placed to gain a large share, due to its focus on affordable innovation and keeping customers happy.
Meanwhile, Velocity has helped many digital-first brands like Koskii, Power Gummies, Hammer, Bella Vita Organic, and Bewakoof succeed. Their strategic funding is crucial for D2C brands like Beauté Secrets, especially during busy times like the festive season. As the market prepares for high sales, Velocity’s support ensures these brands have the resources to thrive.
