Beauté Secrets, a beauty tools brand based in Gurgaon, has raised Rs 1.6 crore from Velocity, a financing platform backed by Peter Thiel’s Valar Ventures. The funding comes just in time for the festive season, when the company is preparing for increased demand. This investment will help Beauté Secrets expand its reach on quick-commerce platforms and introduce new products to its growing lineup.
Brand Overview and USP
Founded by Harnika Aneja in 2010, Beauté Secrets focuses on providing affordable, high-quality beauty tools that enhance natural beauty without the use of harsh chemicals or heavy makeup. The brand caters to diverse customer needs, offering products across three categories: basic, essential, and premium. Their focus on aesthetics, functionality, and value for money has made them particularly appealing to Gen-Z consumers.
Impressive Growth
Since its launch, Beauté Secrets has grown rapidly, serving over 4 million customers across India. The company claims to have experienced a 3x growth rate, standing out in the competitive beauty tools market. Beauté Secrets fills a market gap for stylish and effective beauty tools that are both travel-friendly and durable, with a commitment to affordable pricing.
“By focusing on durable and elegant beauty tools, we’ve managed to meet the needs of our customers without breaking the bank,” said Harnika Aneja, co-founder of Beauté Secrets. “This approach has established us as a trusted brand.”
Product Expansion
Beauté Secrets offers a wide range of beauty tools, including nail clippers, face care, and foot care products. They recently expanded their collection to include bath and hair removal items. The company ensures high quality by partnering with experienced manufacturers.
Looking ahead, Beauté Secrets is preparing to enter premium retail outlets across major cities while continuing its focus on online sales after a recent funding round. With support from Velocity, the brand plans to scale operations, expand into new product categories, and launch innovative beauty tools that simplify natural beauty routines.
According to Atul Khichariya, co-founder of Velocity, their support helps promising brands like Beauté Secrets grow during high-demand periods like the festive season. Velocity has helped other D2C brands like Koskii, Power Gummies, and Bewakoof succeed by providing essential working capital.
