Triptii Dimri is stepping further into the beauty business, this time not just as a campaign face but as an investor and co-creator.
The actor has joined Peep Beauty, an India-focused eye beauty brand founded by entrepreneur Aman Arora. The brand is positioning coloured contact lenses as part of everyday beauty and self-expression rather than treating them only as a functional vision product. Alongside the announcement, Peep Beauty has also launched its first digital campaign, “Made You Look.”
More Than a Celebrity Endorsement
What makes this partnership interesting is Triptii’s involvement beyond investment.
According to the company, she has been part of the brand’s creative conversations from an early stage, contributing to product discussions, visual direction and storytelling. That gives the collaboration a different feel from a standard celebrity endorsement, where the star usually enters only after the product and campaign are already fully formed.
Triptii has said that what attracted her to Peep Beauty was the idea of changing how coloured lenses are viewed. Instead of seeing them as a medical or occasional product, the brand wants to make them part of the wider beauty conversation, particularly for Indian consumers.
The Indian Eye Becomes the Focus
Peep Beauty is building its identity around products designed specifically for Indian eyes, with an emphasis on colour, individuality and expression.
The launch portfolio includes coloured contact lenses and liquid eyeshadows, with the brand placing the eye at the centre of its beauty language. Its broader aim is to create a dedicated eye beauty category in India rather than simply compete in the existing contact lens market.
That positioning feels timely. India’s beauty market is becoming increasingly specialised, with consumers moving beyond basic skincare and makeup into more specific categories and products designed around personal identity and experimentation.
Peep Beauty Is Starting With Serious Backing
The brand has also raised ₹12 crore in pre-seed funding, led by Sadev Ventures, with participation from iSeed, ISV and TDV, along with several angel investors. Triptii’s investment forms part of that broader funding story.
Peep Beauty plans to grow through its own D2C platform as well as marketplaces and quick commerce channels, giving the brand a clear path beyond a celebrity-led launch moment.
A Beauty Move With More Ownership
For Triptii, the partnership signals a move from being the face of beauty brands to having a more active role in building one.
That shift matters.
Celebrity beauty partnerships are increasingly moving towards ownership, equity and creative involvement, and Peep Beauty gives Triptii a chance to participate in the brand’s growth rather than simply appear in its advertising.
