FAE Beauty has raised Rs 17 crore (approximately $2 million) in fresh capital, with Spring Marketing Capital leading the round. Existing investors—including Titan Capital, Winners Fund, Arihant Patni, and several angel investors—also participated in the funding.
Founded by UC Berkeley alum and makeup artist Karishma Kewalramani, FAE Beauty focuses on color cosmetics crafted for Indian skin tones and undertones. The brand’s popular products—Lip Whip, Lush Blush, and Eye Deal Kajal—aim to address shade inclusivity while delivering strong performance. These formulations combine skincare-led benefits such as long-wear coverage, hydration, and anti-pigmentation properties to meet evolving consumer preferences in the Indian beauty market.
Karishma Kewalramani, Founder & CEO of FAE Beauty, said, “Going ahead, we plan to double down on product innovation, launch new face-forward categories, and strengthen our omni-channel presence across marketplaces, quick commerce, and offline retail.”
FAE Beauty will use the new capital to accelerate product development, expand into new face-focused categories, and strengthen its distribution across D2C channels, marketplaces, offline retail, and quick-commerce platforms. Kewalramani emphasized that consumer expectations continue to evolve, with buyers increasingly seeking makeup that delivers on “performance, care, and better shade representation.”
The brand continues to gain traction among millennial and Gen Z consumers, with availability across Amazon, Myntra, Tira, Nykaa, Blinkit, and its own e-commerce platform. While FAE has scaled its core lip and eye categories, it has recently expanded into face products such as skin tints.
Speaking about the investment, Kaushik Dasgupta, head of investments at Spring Marketing Capital, said FAE Beauty sits “at the intersection of skinification and self-expression” and noted the brand’s ability to build community and drive repeat usage “through product formulation and content-led engagement.”
