FAE Beauty, a rapidly growing direct-to-consumer beauty and skincare brand in India, has secured ₹17 crore (about $2 million) in a new funding round. Spring Marketing Capital led the investment, with participation from existing investors such as Titan Capital Winners Fund and Arihant Patni, along with several angel investors. This shows strong confidence in the brand’s growth and creative products.
Karishma Kewalramani, a UC Berkeley graduate and makeup artist, founded FAE Beauty. The brand has gained recognition in the D2C personal care and skincare sectors by concentrating on color cosmetics designed for Indian skin tones, undertones, and climate. While global brands often miss diversity in shade and formulation, FAE Beauty has become a top D2C brand by supporting inclusivity and combining effective pigments with skincare benefits.
Its main products, like Lip Whip, Lush Blush, and Eye Deal Kajal, have quickly become popular among Gen Z and millennial consumers. They are known for clean ingredients and shade ranges that represent Indian skin diversity. The products hydrate, fight pigmentation, and offer long-lasting wear, setting them apart in the premium beauty market.
With the new funding, FAE Beauty plans to expand product lines, focus on face-related products, and grow its reach across direct-to-consumer channels, marketplaces, quick commerce platforms, and physical stores. This marks a move from being primarily online to an omnichannel brand. The brand is already on platforms like Amazon, Nykaa, Blinkit, Tira, and Myntra, as well as its website, and is preparing to expand distribution to increase accessibility nationwide.
Kewalramani noted that consumer expectations are changing in the Indian direct-to-consumer beauty market. Customers now prioritize performance, skin health, safe ingredients, and authentic shades over just following trends. She added that customers increasingly want makeup that makes them feel comfortable, confident, and true to themselves, which guides the brand’s product development.
Kaushik Dasgupta, Head of Investments at Spring Marketing Capital, said FAE Beauty is in a unique position by combining skincare and self-expression. He their ability to build community and repeat business through strong formulas and storytelling. As venture capital-backed direct-to-consumer brands focus on profits, FAE Beauty’s ability to grow while keeping customer trust sets it apart.
The funding shows growing investor interest in direct-to-consumer trends, where premium personal care, creator-led brands, and female-led businesses are getting strong support due to loyal customers and omnichannel potential.
With product development, shade options, a focus on sustainability, and community-based marketing, FAE Beauty is set to become a leading premium D2C beauty brand in 2025, strengthening India’s role in global beauty and shaping the future of Indian cosmetics.
