FAE Beauty, a new-age colour cosmetics brand focused on creating products tailored for Indian skin tones, has raised ₹17 crore (approximately $2 million) in a fresh funding round led by Spring Marketing Capital. Existing investors including Titan Capital Winners Fund, Arihant Patni, and multiple angel investors also joined the round.
Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty develops performance-driven makeup products that address gaps in shade inclusivity and skin compatibility. Its bestselling lineup—including Lip Whip, Lush Blush, and Eye Deal Kajal—is formulated with skincare-first ingredients such as hydration boosters, anti-pigmentation actives, and long-wear finishes.
With the new infusion of capital, FAE Beauty plans to double down on product innovation, expand into face-focused categories, and strengthen its presence across D2C, major marketplaces, quick commerce, and offline retail. Kewalramani noted that today’s consumers expect makeup to offer more than colour, emphasizing the growing demand for performance, care-driven formulations, and diverse shade representation.
The brand has gained strong momentum among Gen Z and millennials, with availability on Amazon, Nykaa, Blinkit, Tira, Myntra, and its own website. While FAE Beauty has built a loyal consumer base through its hero SKUs in lip and eye segments, the company has recently diversified into skin tints and other complexion products.
According to Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, FAE Beauty stands at the “intersection of skinification and self-expression.” He highlighted the brand’s strong formulations and content-led engagement strategy, which have helped build community and repeat usage.
By: Arushi Agarwal
