FAE Beauty has raised Rs 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 several angel investors—also participated.

 

Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty specialises in colour cosmetics developed specifically for Indian skin tones and undertones. The brand’s hero products—Lip Whip, Lush Blush, and Eye Deal Kajal—address long-standing gaps in shade diversity while combining high-performance makeup with skincare benefits such as hydration, anti-pigmentation properties, and long-wear formulations.

 

The newly raised capital 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. Kewalramani noted that consumer expectations are shifting toward makeup that blends performance with care and offers improved shade representation.

 

FAE Beauty claims strong traction among Gen Z and millennial consumers and is currently available on Amazon, Nykaa, Blinkit, Tira, Myntra, and its own website. While the company has been spotlighting hero SKUs in the lip and eye categories, it has recently expanded into skin tints and other face products.

 

Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, said that FAE Beauty is well-positioned at the intersection of “skinification” and self-expression, highlighting the brand’s strength in building community, driving repeat usage, and leveraging content-led engagement through thoughtful product formulation.