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.
Fresh capital and investor mix
IndianRetailer.com reports that FAE Beauty’s latest fundraise totals 17 crore rupees, led by Spring Marketing Capital with participation from 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. This product and brand stance place FAE Beauty in the premium yet accessible lane of India’s fast-growing D2C beauty market.
Use of funds: products and distribution
The 2 million U.S. dollars raised will be used to expand both the product portfolio and distribution, with a particular emphasis on complexion and face-focused launches. The brand plans to invest in R&D to build out categories such as skin tints and base products while keeping its “Indian-first” shade and undertone approach.
On the distribution side, FAE Beauty will deepen its presence across its own D2C site, major marketplaces, and quick-commerce platforms, and ramp up offline retail. The company already sells via partners such as Amazon, Nykaa, Blinkit, Tira, and Myntra, and the new capital will go toward taking the brand into more cities and physical doors across India.
From D2C to omnichannel
Originally launched as a digital-first brand, FAE Beauty built early traction through its own website and social-led marketing, using a tight hero-led assortment and community content to drive discovery. Reports from Inc42, Entrackr, and others note that the company is now firmly shifting to an omnichannel strategy, using online to build awareness and offline shelves to deliver access and trial.
Why Spring Marketing Capital is backing FAE
Lead investor Spring Marketing Capital typically backs consumer brands where it can pair capital with brand and marketing expertise. In coverage of the round, the firm’s thesis is framed around FAE Beauty’s differentiated stance on shade inclusivity, strong early adoption by younger, urban consumers, and the scalability of its hero products into adjacent formats and categories.
Implications for India’s beauty and D2C ecosystem
The rise comes at a time when India’s colour cosmetics and skincare market is expanding quickly, drawing in both global giants and local insurgent brands. Analysts quoted in trade coverage say investors are increasingly interested in home-grown labels with clear positioning, founder-led storytelling, and loyal online communities—attributes that FAE Beauty has leaned on since launch.
By securing 2 million U.S. dollars to push deeper into product innovation and omnichannel retail, FAE Beauty is well placed to move from being a digital cult favourite to a more visible name in India’s premium beauty aisles. Its performance over the next few years will be an important data point for how far inclusive, Indian-first brands can scale within the country’s evolving D2C and retail landscape.
