Shark Tank India-featured beauty brand FAE Beauty raises Rs 17 crore in funding

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 startup 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. FAE's products are available on Amazon, Nykaa, Blinkit, Tira, Myntra and its own website.

“We’re building a brand that reflects how makeup is worn today – confidently, comfortably, and in shades that actually work for our skin tones,” said Karishma Kewalramani, who is also the CEO of FAE Beauty. 

“Globally, we’re seeing a shift towards skinification and authentic representation – consumers expect their makeup to do more: hydrate, protect, and nourish while delivering high performance, without having to compromise on finding a shade that’s “close enough”. 

“FAE sits at the forefront of two powerful consumer shifts – skinification and self-expression,” said Kaushik Dasgupta, Head of Investments at Spring Marketing Capital. “Karishma has an exceptional grasp of both product formulation and consumer nuance, which has helped her build a brand that reflects that depth. From creating high-performance, skin-loving make-up products to engaging a deeply loyal audience through content and community, FAE is showing what modern beauty in India can look like. We’re excited to back a brand that blends innovation with intent.”