Beaute Secrets, a direct-to-consumer (D2C) beauty tools brand, has secured Rs 1.6 crore in funding from Velocity, a cash-flow financing platform. The funds will be used to expand its operations on quick commerce platforms and introduce new products to its existing lineup.

Founded in 2010 by Harnika Aneja, Beaute Secrets offers a range of high-quality, affordable beauty tools designed to enhance natural beauty without relying on heavy makeup. Its diverse product offerings include manicure and pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, catering to a wide range of customer preferences and budgets.

In a bid to grow further, the brand recently added bath and hair removal products to its collection. It collaborates with experienced manufacturers to ensure consistent product quality and aims to enter premium retail outlets in key Indian cities soon.

As the Indian beauty and personal care market is projected to generate $31.56 billion in revenue by 2024, with a compound annual growth rate (CAGR) of 2.76% from 2024 to 2029, Beaute Secrets is well-positioned for continued growth. The company has already served over 4 million customers across India and achieved a 3x growth rate in recent years.

Velocity, which has previously supported D2C brands like Koskii, Power Gummies, Hammer, and Bewakoof, is backed by Peter Thiel’s Valar Ventures. This latest investment will enable Beaute Secrets to scale its operations and tap into the growing demand in the beauty and personal care market.