FAE Beauty, a direct-to-consumer beauty brand, has secured INR 17 crore in a pre-series A funding round led by Spring Marketing Capital.
The round also included participation from existing investors such as Titan Capital Winners Fund, Arihant Patni, and several angel investors.
With this new funding, the company aims to boost its online presence and accelerate the growth of its offline retail network.
“Going ahead, 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,” Karishma Kewalramani, Founder & CEO of FAE Beauty.
Founded by UC Berkeley alum and makeup artist Karishma Kewalramani, FAE Beauty focuses on colour cosmetics created specially for Indian skin tones and undertones.
The brand’s popular products—Lip Whip, Lush Blush, and Eye Deal Kajal—are designed to solve the lack of shade inclusivity while offering strong performance.
Each product is built with skincare-inspired benefits like long-lasting wear, hydration, and anti-pigmentation ingredients to match the growing expectations of Indian beauty consumers.
The brand has become popular among millennial and Gen Z customers, and its products are sold on Amazon, Myntra, Tira, Nykaa, Blinkit, and its own website. FAE Beauty has mainly grown through its lip and eye products.
Recently, the company has also added new face products—like skin tints—to expand its range and offer more options to its customers.
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