FAE Beauty Raises $2 Million to Accelerate Growth and Product Expansion
- FAE Beauty secures $2 million led by Spring Marketing Capital.
- Funding will support new product launches and wider retail expansion.
- Brand focuses on shade diversity and skincare-infused makeup for Indian consumers.
FAE Beauty has raised Rs 17 crore (around $2 million) in a fresh funding round led by Spring Marketing Capital, with participation from existing investors Titan Capital Winners Fund, Arihant Patni and several angel backers.
Founded by Karishma Kewalramani, a UC Berkeley alum and trained makeup artist, FAE Beauty builds color cosmetics tailored for Indian skin tones and undertones. Its popular products including Lip Whip, Lush Blush and Eye Deal Kajal blend makeup performance with skincare benefits like hydration, anti-pigmentation support and long-lasting finishes.
The company plans to use the new capital to accelerate product innovation, launch more face-focused categories and deepen its presence across D2C channels, major marketplaces and offline retail stores. Kewalramani said today’s consumers expect makeup that delivers performance, care and better shade representation, and the brand aims to meet that demand through targeted innovation.
FAE Beauty has built strong traction among Gen Z and millennial shoppers, with distribution across Amazon, Nykaa, Tira, Blinkit, Myntra and its own online store. The brand has doubled down on high-performing lip and eye SKUs while recently expanding into skin tints and other base products.
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Kaushik Dasgupta, head of investments at Spring Marketing Capital, said FAE Beauty is well positioned at the intersection of 'skinification' and self-expression. He highlighted the brand’s ability to build community and repeat use through strong formulations and content-led engagement.
With this funding, FAE Beauty aims to strengthen its product pipeline and scale its presence in India’s fast-growing beauty market.
