FAE Beauty Secures New Funding for Innovative Colour Cosmetics

FAE Beauty has successfully garnered Rs 17 crore (approximately $2 million) in its latest funding round, spearheaded by Spring Marketing Capital. Other participants included existing backers such as Titan Capital Winners Fund, Arihant Patni, and various angel investors.

About FAE Beauty and Its Innovative Offerings

Founded by Karishma Kewalramani, a graduate of UC Berkeley and trained makeup artist, FAE Beauty is dedicated to developing colour cosmetics tailored for Indian skin tones and undertones. The brand’s flagship products, including Lip Whip, Lush Blush, and Eye Deal Kajal, are designed to address the lack of shade diversity while integrating makeup performance with skincare benefits like hydration and anti-pigmentation properties for long-lasting wear.

Future Plans and Market Expansion

The newly acquired capital will enable FAE Beauty to enhance product innovation, introduce new face-focused categories, and broaden its reach across direct to consumer channels, e-commerce platforms, quick commerce services, and traditional retail outlets. Kewalramani noted that consumer preferences are evolving towards makeup that not only performs well but also provides skincare benefits and improved shade inclusivity.

Market Success and Audience Engagement

FAE Beauty reports substantial traction among Gen Z and millennials, with distribution networks established on platforms such as Amazon, Nykaa, Blinkit, Tira, Myntra, and its own website. The company has been concentrating on key products in lip and eye categories and has recently ventured into skin tints and additional face offerings.

Kaushik Dasgupta, head of investments at Spring Marketing Capital, remarked that FAE Beauty is strategically positioned at the intersection of skinification and self-expression, praising the brand’s capacity to foster community engagement and repeat purchases through thoughtfully formulated products and content-driven interaction.