India’s skincare and beauty market is undergoing a significant transformation, as more consumers demand realistic and effective products tailored to Indian skin tones.
There is a growing shift toward brands that offer inclusivity, transparency, and innovation, without compromising on affordability. FAE Beauty addresses this evolving need with its unique philosophy.
Standing for “Free and Equal,” FAE Beauty creates and conceptualizes innovative, affordable, and transparent products designed to suit all Indian skin tones. What sets the brand apart is its commitment to being vegan, cruelty-free, and redefining beauty standards.
Founded in 2018 by Karishma Kewalramani Dayal and headquartered in Mumbai, FAE Beauty offers a thoughtfully curated product line, including matte lipsticks, cleansers, sunscreens, facial moisturizing rollers, lip glosses, mascaras, primers, and more.
Every product is formulated to adapt to the Indian climate, ensuring effectiveness and vibrant color payoff.
The story of FAE Beauty began with Karishma’s career in San Francisco, where she worked as a managing consultant at AT Kearney, collaborating closely with beauty brands. While working in the beauty industry, Karishma rediscovered her passion for cosmetics.
After spending over seven years abroad, she returned to India determined to pursue this dream. She enrolled in makeup school, worked as a makeup artist, and soon realized a gap in the market: the lack of representation in Indian beauty products.
Armed with her savings and support from friends, family, and mentors, Karishma began working on FAE Beauty in early 2018 and officially launched the brand in August 2019.
Her goal was clear: to provide high-quality, inclusive products that resonate with the diversity of Indian consumers.
FAE Beauty’s mission extends beyond selling products. It aims to foster an inclusive community where people of all skin tones, ages, genders, and identities feel represented and safe to explore beauty without societal biases.
The brand also stands out for its commitment to authenticity, using unedited product images without lighting or Photoshop tricks, staying true to how their products look in reality.
The brand takes a “slow beauty” approach, launching three to four meticulously formulated products each year. This philosophy emphasizes quality over quantity, ensuring that every offering brings something new to the market.
FAE Beauty has raised ₹10.08 crore in seed funding and reported revenue of $868K as of March 31, 2024, according to Tracxn.
The brand is set to feature in Shark Tank India Season 4. The show’s trailer highlights Karishma’s impressive pitch, which is likely to leave the sharks intrigued.
