Beauté Secrets Raises Rs. 1.6 Cr from Velocity to Fuel Festive Expansion and Product Growth
Gurgaon-based beauty tools brand, Beauté Secrets, has secured Rs. 1.6 crore in funding from Velocity, a financing platform supported by Peter Thiel’s Valar Ventures. The investment arrives just in time for the festive season, as Beauté Secrets aims to expand its operations on quick commerce platforms and introduce new products to its lineup.
Founded by Harnika Aneja in 2010, Beauté Secrets has built a reputation for delivering high-quality, affordable beauty tools designed to enhance natural beauty without relying on chemicals or heavy makeup. The brand’s product offerings span three categories: basic, essential, and premium, appealing to a broad range of customer needs and budgets. With items like manicure/pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, Beauté Secrets has carved out a niche by blending aesthetics, functionality, and affordability.
“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,” said Harika Aneja, Co-Founder, Beauté Secrets.
The brand’s dedication to 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, achieving a 3x growth rate despite the competitive landscape.
With a commitment to quality, Beauté Secrets collaborates with experienced manufacturers and rigorously inspects each tool before it reaches the market. This meticulous approach has helped the brand gain a loyal customer base, particularly among Gen Z consumers, who value both aesthetics and functionality.
Looking ahead, Beauté Secrets is entering a new phase of expansion. While currently focused on online sales, the brand is exploring partnerships with leading distribution channels and planning its entry into premium retail outlets across major Indian cities. With support from Velocity, Beauté Secrets is set to scale operations, diversify into new product categories, and continue its mission of delivering innovative tools that simplify natural beauty routines.
The upcoming festive season promises to be a milestone period for Beauté Secrets, with expectations of heightened demand due to its expanded product range and enhanced presence on quick commerce platforms. The brand’s focus on social media engagement also positions it to effectively cater to its growing customer base during this peak shopping season.
Atul Khichariya, Co-founder and COO of Velocity commented, “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.”
The Beauty & Personal Care market in India is projected to generate a revenue of USD 31.56 billion in 2024, with an annual growth rate of 2.76 percent (CAGR 2024-2029), according to Statista. As this sector continues to expand, Beauté Secrets is well-positioned to capture a significant market share, driven by its dedication to affordable innovation and customer satisfaction.
Velocity has been a driving force behind the success of numerous digital-first brands, including Koskii, Power Gummies, Hammer, Bella Vita Organic, Bewakoof, and others. Their strategic funding approach has played a crucial role in enabling D2C brands like Beauté Secrets to meet their growth objectives, especially during high-demand periods like the festive season. As the market gears up for record sales, Velocity’s support is proving to be a key factor in ensuring that these brands have the resources they need to thrive.
