Triptii Dimri has joined eye beauty brand Peep Beauty as an investor and co-creator. Alongside the announcement, the brand has launched its first digital campaign film, ‘Made You Look’.

Founded by Aman Arora, Peep Beauty is positioning coloured contact lenses as a beauty and fashion product rather than solely as a vision-correction category. The brand says its products are designed for Indian eyes, with a focus on colour and self-expression.

Dimri’s role extends beyond the investment. According to the brand, she has been involved in its creative direction, product discussions and storytelling since its early stages.

Triptii Dimri, investor & co-creator, Peep Beauty, said: “The first thing that struck me about Peep Beauty was that it wasn't just creating a product it was creating an entirely new way of thinking about beauty.

The eye is one of the most expressive parts of who we are, yet coloured lenses have always been spoken about as a functional or medical category. Peep Beauty changes that conversation. Being part of building a brand from the ground up, contributing creatively, and helping shape its vision made this partnership incredibly exciting for me.”

Aman Arora, founder, Peep Beauty, said: “Peep Beauty was born from a simple insight that the Indian eye deserved its own beauty category. Around the world, beauty has become increasingly specialised, yet eyes have remained largely overlooked despite being central to expression.

We saw an opportunity to build India’s first eye beauty brand by reimagining coloured contact lenses as makeup rather than a medical product. Triptii immediately connected with that vision. She brings an instinctive understanding of storytelling, aesthetics and culture, making her far more than an investor. She has been a true co-creator in building what Peep Beauty stands for.”

The ‘Made You Look’ campaign film presents coloured contact lenses as part of personal style, alongside makeup and fashion.

Peep Beauty plans to sell through its D2C platform, marketplaces and quick-commerce platforms. It also plans to work with creators, makeup artists, dancers and other cultural voices as it builds the brand in the eye beauty category.