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D2C brand Beaute Secrets raises Rs 1.6 Cr from Velocity

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Beaute Secrets, a beauty tools brand, has secured Rs 1.6 crore from cash flow financing platform Velocity. The proceeds will be allocated towards expanding its operations on quick commerce platforms and adding new products to its lineup, Beaute Secrets said in a press release. Founded in 2010 by Harnika Aneja, Beaute Secrets aims to offer high-quality, affordable beauty tools that enhance natural beauty without heavy makeup. The brand features a diverse product range, including manicure/pedicure kits, tweezers, cuticle trimmers, foot scrubbers, hair brushes, and scissors, catering to various customer needs and budgets. Recently, Beaute Secrets expanded its lineup to include bath and hair removal products. The company collaborates with experienced manufacturers to maintain high quality and plans to enter premium retail outlets in major cities soon. With the Indian beauty and personal care market projected to generate $31.56 billion in revenue by 2024 and an annual growth rate of 2.76% (CAGR 2024-2029), Beaute Secrets claims to have served over 4 million customers across India, achieving a 3x growth rate. Velocity, backed by Peter Thiel’s Valar Ventures, has previously supported several D2C companies, including Koskii, Power Gummies, Hammer, and Bewakoof.