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Mumbai-based FAE Beauty has raised Rs 17 crore in a new funding round led by Spring Marketing Capital, with participation from Titan Capital Winners Fund, Arihant Patni and several angel investors.
Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty focuses on creating colour cosmetics suited for Indian skin tones and undertones.
Its products, including Lip Whip, Lush Blush and Eye Deal Kajal, are designed to address gaps in shade inclusivity while offering long-wear finishes, hydration and anti-pigmentation benefits. These formulations aim to serve evolving consumer expectations in India where makeup that blends skincare elements with diverse shade options is increasingly in demand.
The company plans to use the new funding to scale product innovation, build out face-focused categories and deepen distribution across direct-to-consumer platforms, marketplaces, quick-commerce apps and physical retail.
Kewalramani said that consumer expectations are shifting toward makeup that combines performance with care and offers wider shade representation. The brand claims strong traction from Gen Z and millennial shoppers and is available on Amazon, Nykaa, Blinkit, Tira, Myntra and its own website.
While FAE Beauty has been concentrating on hero SKUs in lip and eye products, it recently expanded into skin tints and other face categories.
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