FAE Beauty raises ₹17 Crore in Funding to Increase Market Growth

The brand wants to increase shade-inclusive, effective product collections, increase retail channels, and expand its D2C presence.

FAE Beauty has raised ₹17 crore (around $2 million) in a new investment round headed by Spring Marketing Capital. Arihant Patni, Titan Capital Winners Fund, and other angel investors were among the current investors that joined the round.

Founded by trained makeup artist and UC Berkeley graduate Karishma Kewalramani, FAE Beauty aims to increase its reach in D2C, big marketplaces, quick commerce, offline retail, and face-focused categories with the new capital. In addition, the brand creates effective cosmetics that fill up gaps in skin compatibility and shade inclusivity. Skincare components like hydration boosters, anti-pigmentation actives, and lasting finishes are used in the formulation of its bestseller collection, such as Lip Whip, Lush Blush, and Eye Deal Kajal.

According to Kewalramani, consumers are expecting more from makeup than just color, with a focus on performance, quality ingredients, and a variety of shades represented. Also, Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, states that FAE Beauty is located at the intersection of self-expression and skinification. He highlighted how the brand's effective formulas and content-based engagement strategy created community and repeat use.

FAE Beauty, currently available on Amazon, Nykaa, Blinkit, Tira, Myntra, and its own website, has seen huge success among Gen Z and millennials. Although its hero SKUs in the lip and eye segments have helped FAE Beauty develop a loyal customer base, the company is currently expanding into skin tints and other complexion products.