D2C beauty tools brand, Beaute Secrets, has successfully raised Rs 1.6 crore in funding from Velocity, a leading cash flow financing platform. The newly secured funds will be utilized to expand the brand’s operations on quick commerce platforms and to introduce new products to its growing portfolio, according to an official statement from the company.
Founded in 2010 by Harnika Aneja, Beaute Secrets has carved a niche in the beauty tools market by offering high-quality and affordable products that focus on enhancing natural beauty without relying on heavy makeup. The brand’s extensive product range includes manicure and pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, designed to meet diverse customer needs at competitive prices.
“Beauté Secrets has met the varied needs of our clientele and established itself as a trusted brand in the beauty tools market,” said Harnika Aneja, Co-Founder of Beaute Secrets, in the press release.
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Recently, Beaute Secrets expanded its product lineup to include bath essentials and hair removal tools, further diversifying its offerings. With the Indian beauty and personal care market expected to reach $31.56 billion by 2024 and an annual growth rate of 2.76% (CAGR 2024-2029), the company is well-positioned to capture a larger market share.
To date, Beaute Secrets has served over 4 million customers across India and has reported a threefold growth rate in recent years, indicating its strong presence and consumer trust in the highly competitive beauty market.
