FAE Beauty has raised $2 million (approximately ₹17 crore ) in U.S. dollars to scale its inclusive colour cosmetics brand and deepen its omnichannel presence across India .
The round, led by Spring Marketing Capital , will support new product development and wider distribution across D2C, marketplaces, quick commerce, and offline retail.
existing investors including Titan Capital , Winners Fund , and Arihant Patni . The deal is a growth-focused early-stage round rather than a small bridge, signalling that the brand is entering a scale-up phase.
Brand positioning and inclusive focus Founded in 2019 by Karishma Kewalramani , FAE Beauty (short for “Free And Equal”) is positioned around inclusive, high-performance makeup tailored to Indian skin tones, undertones, and climate.
Features in BeautyMatter and other trade outlets highlight the brand’s focus on vegan, cruelty-free formulations and visuals that avoid heavy retouching, appealing strongly to Gen Z and millennial consumers.
Hero SKUs such as Lip Whip, Lush Blush, and Eye Deal Kajal have become core to the range, often marketed as hybrid colour-skincare products that combine pigment with benefits like hydration and anti-pigmentation actives…
