Peep Beauty, positioned as India’s first eye beauty brand, has brought on actor Triptii Dimri as an investor and co-creator, alongside the launch of its debut campaign film, “Made You Look.” The move signals the brand’s push to reposition coloured contact lenses – long treated as a medical or functional product – as a beauty and fashion category built around the Indian eye.
Founded by serial entrepreneur Aman Arora, Peep Beauty designs its lenses specifically for Indian eyes, framing them as a canvas for self-expression rather than vision correction. Dimri’s role goes beyond funding; she’s been involved in shaping the brand’s creative direction and storytelling since its early stages, drawn to the idea of building a category rather than just backing a product.
The campaign film leans into this shift, presenting coloured lenses as an extension of personal style – comparable to makeup or fashion choices – rather than a niche eyewear accessory.
The timing is deliberate. India’s coloured contact lens segment is pegged at roughly ₹800–900 crore within a broader ₹4,000–5,000 crore contact lens market, and Gen Z and millennial consumers are increasingly experimenting with colour and personal expression, leaving room for a dedicated beauty-first player to emerge.
Peep Beauty will operate as a digital-first, D2C-led brand, expanding into marketplaces and quick-commerce, while building creator partnerships across makeup artists, dancers and cultural voices. The brand recently closed a ₹12 crore funding round led by Sadev Ventures, with backing from a mix of entertainment, beauty and startup investors.
