FAE Beauty
Overview
FAE Beauty is an innovative digital-first, direct-to-consumer (D2C) beauty brand based in Mumbai, India. Founded in 2019 by Karishma Kewalramani, who is a graduate from UC Berkeley and a trained makeup artist, the company is recognized for its inclusive and vegan beauty products tailored specifically for Indian skin tones and undertones. FAE, which stands for Free and Equal Beauty, has been pivotal in redefining beauty standards in India with an emphasis on affordability and quality. The brand has raised several rounds of funding, including a notable raise of INR 17 crore (approximately $2 million) in 2025 led by Spring Marketing Capital.
Recent Developments
- In November 2025, FAE Beauty secured INR 17 crore in a fresh funding round to expand its product lines, enter new categories, and enhance its omnichannel presence, including online marketplaces, quick commerce, and offline retail stores. This round of funding was led by Spring Marketing Capital, with participation from Titan Capital, Winners Fund, and Arihant Patni.
- In early 2025, FAE Beauty appeared on Shark Tank India Season 4, securing an additional funding deal valuing the company at Rs 66.67 crore, which further highlighted its rapid growth and acceptance in the Indian market.
- The company achieved two LEED Platinum certifications in 2025 for its manufacturing facility and flagship boutique in Delhi Aerocity, demonstrating its commitment to sustainability.
- In 2024, FAE became the first Indian beauty brand to receive the Butterfly Mark by Positive Luxury, recognizing excellence in environmental and social governance.
- FAE Beauty has been aggressively expanding its distribution channels, selling its products across major e-commerce platforms like Amazon, Nykaa, Myntra, Tira, and its own direct-to-consumer website.
- The company continues to innovate with new product categories focusing on face products, emphasizing skin tint solutions alongside its well-established lip and eye product lines.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2019 |
| Headquarters | Mumbai, India |
| Founders | Karishma Kewalramani |
| Revenue | INR 22 crore estimated for FY 2024-2025 |
| Profits | Achieved profit of INR 1.25 crore in 2024 |
| Key Investors | Spring Marketing Capital, Titan Capital |
| Industry | Personal Products |
| Number of Employees | 32 |
Early History
FAE Beauty was conceptualized by Karishma Kewalramani in 2018 while she was working in the U.S. as a makeup artist. The lack of inclusive products for diverse Indian skin tones in the market inspired her to launch FAE Beauty. Returning to India in 2019, she set out to create a beauty brand characterized by inclusivity, affordability, and cruelty-free formulations. Initially launching with a range of five buildable matte lipsticks, the company quickly gained traction among young Indian consumers, especially millennials and Gen Z, who valued the brand's commitment to authenticity and representation. FAE Beauty's early growth was fueled by a strong D2C presence and clever engagement with social media and influencer campaigns.
Company Profile and Achievements
FAE Beauty operates on a D2C model, offering its range of cruelty-free and vegan makeup products primarily through online platforms. The brand focuses on creating products that cater to Indian consumers, with an emphasis on addressing shade diversity and skin tone compatibility. Key achievements include:
- Launching initial products that became bestseller favorites for their inclusive approach to beauty.
- Successfully expanding product lines to cover not just lips and eyes but also face products like skin tints and serums.
- Implementing sustainable business practices that earned environmental certifications and set high standards in the Indian beauty industry.
- Leveraging strategic partnerships and funding to enhance product development, distribution channels, and market presence.
- Building a loyal community around the FAE brand through authentic storytelling and a no-Photoshop policy in marketing imagery.
Current Operations and Market Position
FAE Beauty maintains a strong focus on inclusivity and the use of high-quality ingredients to create makeup that combines beauty with skincare benefits. Known for its innovative product formulations, the brand has capitalized on the growing demand for D2C beauty solutions in India. Competing with brands like MyGlamm and Sugar Cosmetics, FAE Beauty distinguishes itself with a mission centered on diversity and ethical production practices. It continues to capture significant market share by appealing to younger, socially conscious consumers seeking authentic and representational beauty products.
Conclusion
FAE Beauty has quickly established itself as a pioneer in the Indian beauty landscape, challenging traditional beauty standards with its inclusive and ethical products. As the company expands its product offerings and distribution channels, it continues to solidify its market position by leveraging community-driven marketing and sustainable business practices. With ongoing support from investors and a clear vision for the future, FAE Beauty is well-placed to continue its growth trajectory, influencing the broader beauty industry both in India and internationally.