FAE Beauty, a cosmetics brand specially designed for Indian skin tones, has raised ₹17 crore (~$2M) in a funding round led by Spring Marketing Capital, with support from Titan Capital Winners Fund and other investors.

Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, the brand focuses on creating makeup that cares for your skin while offering shades for every tone. Its bestselling products, including Lip Whip, Lush Blush, and Eye Deal Kajal, are formulated with hydration boosters, anti-pigmentation actives, and long-wear finishes.

With this new capital, FAE Beauty plans to expand its face-focused product range, strengthen its presence across D2C platforms, online marketplaces, quick commerce, and offline retail, and continue innovating skincare-first formulas. Loved by Gen Z and millennials, the brand has become popular for its shade inclusivity and performance-driven makeup.

According to Kaushik Dasgupta from Spring Marketing Capital, FAE Beauty sits at the “intersection of skinification and self-expression.” More than just makeup, FAE Beauty represents care, confidence, and inclusion in one.