Karishma Kewalramani, the founder of FAE Beauty, has always believed in the power of inclusivity. Growing up in Bombay and completing her education at Berkeley, Karishma initially ventured into management consulting, where she focused on the beauty category. But it was her return to India in 2017 that sparked a realization—a gap in the beauty industry that was waiting to be filled. With the desire to create a beauty brand that catered to all skin tones, types, and textures, Karishma set out to change the narrative around beauty in India.
A Mission to Redefine Beauty
Karishma’s journey began when she observed that beauty standards in India were narrowly defined, with most brands catering to only one type of person—a tall, thin individual with flawless, pale skin. This was in stark contrast to the more diverse and inclusive beauty industry she had encountered in the West, where a broader spectrum of beauty was celebrated. Recognizing a white space in the Indian market, Karishma decided to create FAE Beauty—a brand that would offer products for every Indian skin tone and type, at an affordable price point.
At the time, purchasing beauty products for deeper skin tones was a challenge in India. High-quality products from international brands could cost as much as ₹3000-₹4000, which was beyond the reach of most consumers. This realization drove Karishma to start FAE, a brand dedicated to inclusivity, where consumers could access effective beauty products that suited their specific needs without breaking the bank.
The FAE Experience: Shark Tank and Beyond
In a candid conversation, Karishma shared her experience on Shark Tank India. The show provided her with a platform to showcase FAE’s unique vision, and she was fortunate to have a positive outcome. The sharks, including Aman Gupta and Namita Thappar, were extremely gracious, offering valuable feedback.
Building the Brand Around Inclusivity
Inclusivity is the cornerstone of FAE’s brand ethos. However, as Karishma explained, building a truly inclusive brand takes time, effort, and money. The brand’s product development process is centered around consumer feedback, with regular beta tests and focus groups to ensure that every product meets the needs of a diverse consumer base. Unlike many brands that launch products based on trends, FAE focuses on creating products that solve real problems and cater to the specific needs of Indian consumers.
Being an inclusive brand, however, comes with its challenges. As Karishma mentioned, maintaining inclusivity often means longer time-to-market, which can be a difficult balancing act in an industry where speed is crucial. But for FAE, this commitment to inclusivity is non-negotiable. Each product, campaign, and decision is made with diversity in mind, ensuring that the brand truly represents the spectrum of Indian skin tones.
Key Lessons and Advice for Beauty Entrepreneurs
Karishma’s journey as an entrepreneur has been shaped by numerous lessons. One of the most important pieces of advice she offers to beauty entrepreneurs is to always be clear about the brand’s “why”—why the brand exists and what makes it different. According to Karishma, a clear sense of mission and purpose is what helps a brand stand out in the cluttered beauty market.
Another lesson Karishma emphasizes is the importance of having a backup plan and being prepared for worst-case scenarios. Entrepreneurship, she notes, often does not go as planned, and having contingency plans in place is key to navigating challenges.
Looking Ahead: Scaling FAE Beauty
Looking toward the future, Karishma is focused on scaling FAE Beauty while continuing to champion inclusivity in the beauty industry. The brand aims to educate consumers about the importance of diversity in beauty products, making inclusivity mainstream rather than just a marketing gimmick. FAE’s mission is to build awareness around the brand’s commitment to inclusivity and bring innovative, affordable beauty products to market.
With a focus on delivering products that meet the needs of every skin tone and type, Karishma is determined to make FAE Beauty a leader in the Indian beauty industry, proving that innovation and inclusivity can coexist without compromising on quality or affordability.
Conclusion
Karishma Kewalramani’s journey with FAE Beauty is a testament to the power of inclusivity and the impact of building a brand with purpose. Her commitment to making beauty products accessible to all, regardless of skin tone, type, or texture, sets FAE apart in a market that is often dominated limited inclusive options. With her focus on consumer-centric product development and a deep sense of mission, Karishma is not just building a beauty brand—she’s paving the way for a more inclusive, diverse, and affordable beauty industry in India.
