FAE Beauty, a beauty brand, has raised ₹17 crore ($2 million) in a fresh funding round led by Spring Marketing Capital. The round also saw participation from existing investors, including Titan Capital Winners Fund, Arihant Patni, and marquee angels.
The fresh funds raised will be used to accelerate product innovation, introduce new face-focused categories, and expand the brand’s presence across D2C channels, leading marketplaces, quick commerce platforms, and offline retail.
Founded in 2019 by Karishma Kewalramani, FAE Beauty focuses on colour cosmetics created for Indian skin tones and undertones. Its flagship products Lip Whip, Lush Blush and Eye Deal Kajal address gaps in shade diversity and combine makeup performance with skincare elements such as hydration, anti-pigmentation ingredients and long wear finishes.
In addition to diversity of shade range, the products are enriched with skincare benefits like hydration, anti-pigmentation actives, and smudge-proof finishes.
FAE’s growth has been marked by strong consumer adoption over the past few years, with products available across its D2C website, Amazon, Nykaa, Blinkit, Tira, and Myntra.
Karishma Kewalramani, Founder & CEO of FAE Beauty, said, “We’re building a brand that reflects how makeup is worn today – confidently, comfortably, and in shades that actually work for our skin tones. Globally, we’re seeing a shift towards skinification and authentic representation – consumers expect their makeup to do more: hydrate, protect, and nourish while delivering high performance, without having to compromise on finding a shade that’s “close enough”. Skin forward & inclusive cosmetics are redefining the category in the East & West, and at FAE, we strive to stay ahead of the curve with our innovative, extensive formulations and shade range. With this raise, 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. We’re especially excited to have Spring as partners – they deeply understand how new-age brands are built and scaled and bring rich expertise in storytelling and consumer love.”
Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, said, “FAE sits at the forefront of two powerful consumer shifts – skinification and self-expression. Karishma has an exceptional grasp of both product formulation and consumer nuance, which has helped her build a brand that reflects that depth. From creating high-performance, skin-loving make-up products to engaging a deeply loyal audience through content and community, FAE is showing what modern beauty in India can look like. We’re excited to back a brand that blends innovation with intent.”
