Beauté Secrets, a Gurgaon-based beauty tools brand, has raised ₹1.6 Cr from Velocity, a financing platform backed by Peter Thiel’s Valar Ventures. As Beauté Secrets gears up to meet the surge in demand for the festive season, this fund infusion will help Beauté Secrets to expand its operations on quick commerce platforms and add new products to its lineup.
Beauté Secrets was founded by Harnika Aneja in 2010 with a vision to provide high-quality, affordable beauty tools that enhance natural beauty without relying on chemicals or heavy makeup.The brand offers a range of products across three categories: basic, essential, and premium, catering to diverse customer needs and budgets. Beauté Secrets’ unique selling proposition lies in its combination of aesthetics, functionality, and value for money, particularly appealing to Gen Z consumers. The Gurgaon-based company has a vast product portfolio including Manicure/Pedicure kit, Tweezers, Cuticle Trimmer, Foot scrubber, Hair Brush, Scissors, and more.
Filling the market gap for stylish and effective beauty tools, the company has experienced remarkable growth since its inception. Beauté Secrets has served over 4 million customers nationwide and achieved a 3x growth rate, standing out in a competitive market.
“Our focus on creating travel-friendly, durable, and elegant beauty tools has resonated with consumers looking for quality products without breaking the bank,” says Harika Aneja, Co-Founder of Beauté Secrets. “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.”
Beauté Secrets offers a wide range of beauty tools, from nail clippers to face and foot care products. They recently added bath and hair removal items to their lineup. The company works with experienced manufacturers to ensure high quality across all products.
Beauté Secrets carefully selects global partners and checks every tool before selling. This focus on quality has made them a trusted brand in the beauty tools market.
Beauté Secrets is gearing up for a new phase of expansion. While currently focused on online sales, the brand is in discussions with leading distribution channels and plans to enter premium retail outlets across major cities soon. With support from Velocity, Beauté Secret plans to scale operations, expand into new product categories, and continue offering high-quality beauty tools at affordable prices. The brand is also preparing to launch innovative tools that simplify natural beauty routines, including products that have never been seen before in the Indian market.
In a market where the beauty tools segment is largely unorganized, Beauté Secrets is determined to establish it as a major category. The brand is also optimistic about the upcoming festive season, expecting increased demand due to its expanded product range and partnerships with quick commerce platforms. With a lineup of new products and a strengthened presence on social media, Beauté Secrets is well-prepared to cater to its customers during this high-demand period.
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.”
According to Statista the Beauty & Personal Care market in India is projected to generate a revenue of US$31.56bn in 2024. This market is expected to witness an annual growth rate of 2.76% (CAGR 2024-2029). As this market continues to grow, Beauté Secrets is poised to capture a significant share, driven by its commitment to affordable innovation and customer satisfaction.
Velocity, a top financier of digital-first brands, has been instrumental in the success of many D2C brands like Koskii, Power Gummies, Hammer, Bella Vita Organic, Bewakoof, Bunaai, Leaf, Crossbeats, Blaupunkt, Zlade, and Soulflower. The strategic funding approach plays a crucial
role in propelling D2C ventures like Beauté Secrets towards achieving their growth targets. With the upcoming festive season expected to see record sales, Velocity’s financial support is proving even more vital, ensuring these brands have the inventory and resources necessary to profit from the booming online shopping period.
