Scope
Brand Identity, Packaging & Communication Design
About
Firi is a beauty platform created for a generation that is increasingly informed, experimental and discerning. Its opportunity lies between access and judgment: customers can already find almost anything online, but have very few retailers they genuinely trust to filter the noise for them. Firi aims to become that trusted voice curating products with conviction while making beauty feel more human, culturally aware and enjoyable.
Team
Design Leads: Tapasaya Rajput & Simone Chopra
Creative Direction : Ashutosh Gupta
Positioning
Firi is the most opinionated beauty store in India – a curated edit of the world’s best products, validated by people who actually know, with a voice that takes beauty seriously and the rituals around it slightly less so.
personality
Firi believes beauty is far more emotional than the industry likes to admit. A moisturiser can be comfort. A lipstick can be armour. A serum can be hope after a bad month. Behind every purchase is usually a feeling, not a formula.
It doesn’t chase launches, amplify hype, or reward noise. It filters, edits, rejects, questions, and recommends. Every product must earn its place. Every recommendation must have a reason to exist.
Firi is calm in a category designed to overwhelm.
tagline Territory
Only the good ones
The Opportunity
The top 1% beauty buyer is over-served by access and under-served by judgement.
Brand Vision
To become the most trusted name in beauty in India. The one whose verdict ends the conversation.
brand mission
To bring taste, judgment, and emotional honesty back to beauty and personal care commerce.
