Colour cosmetics brand FAE Beauty has raised Rs 17 crore ($2 million) in a new funding round led by Spring Marketing Capital, with participation from existing investors Titan Capital Winners Fund, Arihant Patni, and several angel backers. The round strengthens FAE’s product innovation and market expansion plans as it deepens its presence across India’s fast-growing beauty landscape.
Building Makeup for Indian Skin Tones
Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty focuses on creating shade-inclusive, undertone-specific makeup designed for Indian consumers. The brand’s hero products — Lip Whip, Lush Blush and Eye Deal Kajal — combine performance with skincare elements such as hydration, anti-pigmentation ingredients and long-wear formulations, addressing longstanding gaps in shade diversity.
Funds to Power New Categories and Wider Distribution
The newly raised capital will be deployed toward product innovation, with an emphasis on expanding into face-focused categories such as tints and complexion products. FAE also plans to scale its presence across D2C channels, marketplaces, quick-commerce platforms and offline retail.
Kewalramani noted that consumer expectations are shifting toward performance-driven makeup that blends efficacy, care and stronger representation for diverse skin tones — an area the brand aims to lead through formulation and testing rigor.
Growing Appeal Among Gen Z and Millennials
FAE Beauty has rapidly grown among younger consumers, with distribution across Amazon, Nykaa, Blinkit, Tira, Myntra and its own website. The company has prioritised hero SKUs in lip and eye segments while gradually expanding into skin tints and complexion ranges to cater to rising demand.
Investor Confidence in Skinification + Self-Expression
Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, said FAE sits at the convergence of skinification and self-expression, noting its strong community-building, repeat usage and content-led engagement.
Final Take
With fresh capital and rising consumer demand for inclusive beauty, FAE Beauty is positioned to scale as a next-generation brand redefining shade diversity and performance-driven makeup in India.
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