Beauté Secrets was founded in 2010 by Harnika Aneja with a vision to provide beauty tools that enhance natural beauty without relying on heavy makeup. The brand emphasizes creating durable, travel-friendly, and affordable products designed for customers who want elegance and functionality. It 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. Since its inception, Beauté Secrets has collaborated with experienced manufacturers to ensure product quality and aims to maintain its competitive pricing. As part of its expansion strategy, the startup is now planning to enter premium retail outlets in major cities.

Gurugram-based beauty tools startup Beauté Secrets has secured Rs 1.6 crore in funding from Velocity, a cash flow financing platform. The startup will use the raised capital to support its ongoing efforts to expand its product line and strengthen its presence on quick commerce platforms. According to Statista, 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. Beauté Secrets claims to have served over 4 million customers across India. It also claims to have experienced a 3x growth rate and continues to see strong demand for its products. "Our focus on creating travel-friendly, durable, and elegant beauty tools has resonated with consumers looking for quality products without breaking the bank," said Harika Aneja. "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," Aneja added. Atul Khichariya, Co-founder and COO of Velocity said, "Our financing helps brands like Beauté Secrets meet increased demand, particularly during high-traffic seasons like festivals. This enables them to maximize their growth potential." Velocity has previously funded other notable D2C brands, including Koskii, Power Gummies, and Bewakoof.