Bollywood actress Triptii Dimri is adding a new business role to her growing public profile with an investment in homegrown eye beauty brand Peep Beauty. The amount invested by the actress has not been disclosed.
The association is not limited to an investment. Dimri is joining Peep Beauty as a co-creator, with her role extending to creative direction, product development and brand storytelling. The company is positioning the partnership as part of its effort to build a beauty category around the Indian eye.
Peep Beauty was founded by Aman Arora and is focused on coloured contact lenses, treating them not only as vision-related products but also as beauty and self-expression products. The brand says its products are developed with Indian consumers in mind, including differences in eye shape and personal preferences.
Peep Beauty New Category
Alongside the investment announcement, Peep Beauty has released its first digital campaign film. The campaign puts the Indian eye at the centre of its visual identity and seeks to present coloured lenses in a way that is closer to makeup and personal style.
The brand is attempting to create a separate positioning in the beauty market rather than competing only within the traditional contact lens category. Its proposition combines appearance, personal expression and eyewear-related functionality.
For Dimri, the association also provides a role beyond being the face of a consumer brand. Her involvement in product development and storytelling gives the actress a direct connection with how the brand is developed and presented to customers.
Dimri Joins as Co-Creator
Explaining her decision to join Peep Beauty, Dimri said, “The first thing that struck me about Peep Beauty was that it wasn't just creating a product it was creating an entirely new way of thinking about beauty.”
She added, “The eye is one of the most expressive parts of who we are, yet coloured lenses have always been spoken about as a functional or medical category. Peep Beauty changes that conversation.”
Peep Beauty was born from a simple insight that the Indian eye deserved its own beauty category. Around the world, beauty has become increasingly specialised, yet eyes have remained largely overlooked despite being central to expression.— Aman Arora, Founder, Peep Beauty
Dimri said the opportunity to help build the brand from the beginning and contribute creatively made the partnership interesting for her. Her comments underline the company’s attempt to connect its product with beauty and self-expression rather than treating it only as a functional accessory.
Brand Targets Consumers
Founder Aman Arora said the idea behind Peep Beauty came from the view that the Indian eye needed a dedicated beauty category. He said the brand saw an opportunity to reposition coloured contact lenses as makeup rather than a medical product.
“Around the world, beauty has become increasingly specialised, yet eyes have remained largely overlooked despite being central to expression,” Arora said.
Arora also said Dimri had connected with the idea from the beginning and described her as more than an investor because of her involvement in the brand’s creative development.
Who is Triptii
Triptii Dimri began her Hindi film career with Poster Boys in 2017 and took on a leading role in Laila Majnu in 2018. She later gained critical attention for Bulbbul and Qala, before reaching a wider commercial audience with Animal in 2023. Her later films include Bad Newz, Bhool Bhulaiyaa 3 and Dhadak 2.
In 2026, Dimri has remained in the news through projects including O' Romeo and Maa Behen, while her upcoming film Spirit, starring alongside Prabhas, has also kept attention on her career. Recent reports have also linked her to other upcoming projects, although some casting details remain subject to confirmation.
Her commercial visibility increased sharply after Animal, while performances in Bulbbul and Qala had already established her as an actor working across different kinds of roles. Her move into Peep Beauty adds a consumer-brand and business dimension to a career that is expanding beyond acting.
Celebrity Investment Trend
Dimri investment reflects a wider trend of film personalities taking direct positions in consumer brands instead of limiting their association to conventional endorsements. In this case, her role combines capital with creative participation.
For Peep Beauty, the association provides access to a recognisable Bollywood face while allowing the brand to build a narrative around eye beauty. For Dimri, it offers an opportunity to participate in developing a young consumer business at an early stage.
The success of the partnership will ultimately depend on how well consumers respond to coloured lenses as a beauty product, the strength of the brand’s product range and its ability to build trust around a category that also involves direct contact with the eye.
