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.
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