Startup Originals Team
FAE Beauty, a colour-cosmetics brand featured on Shark Tank India, has secured ₹17 crore in its latest funding round led by Spring Marketing Capital, with participation from Titan Capital Winners Fund, Arihant Patni and several angel investors.
Brand Background & Purpose:
Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty focuses on creating colour-cosmetics tailored for Indian skin tones and undertones. The brand’s offerings, such as “Lip Whip”, “Lush Blush” and “Eye Deal Kajal”, aim to fill gaps in shade inclusivity while offering long-wear finishes, hydration and anti-pigmentation benefits.
Use of Funds & Growth Strategy:
With this fresh capital infusion, FAE Beauty plans to:
- Scale product innovation and expand its face-focused categories beyond lips and eyes.
- Deepen its distribution across multiple channels including direct-to-consumer (D2C) platforms, marketplaces and quick-commerce apps, as well as physical retail.
The brand has noted strong traction among Gen Z and millennial shoppers and is present on platforms like Amazon, Nykaa, Blinkit, Tira, Myntra and its own website.
Why This Round Matters:
This funding round highlights several important trends:
- A growing investor focus on D2C beauty brands in India that address inclusivity, diverse skin tones and skincare-cosmetic hybrids.
- FAE Beauty’s strategic positioning at the intersection of performance makeup and skincare benefits, a space that Indian consumers are increasingly demanding.
- The participation of branded funds and angel investors underscores confidence in niche beauty brands that speak to Indian demographics and underserved segments.
Challenges & What to Watch:
While the capital injection is a major step, some key execution risk areas remain:
- Ensuring product differentiation and maintaining high quality in a competitive colour-cosmetic market.
- Scaling physical retail presence while balancing online growth, especially as the quick-commerce beauty channel becomes more crowded.
- Retaining brand relevance among younger consumers and ensuring inventory, logistics and supply-chain efficiency.
- Converting high traction into consistent profitability while managing marketing, channel and product development costs.
Final Take:
FAE Beauty’s successful raise of ₹17 crore marks a significant milestone for the brand and the broader Indian beauty-start-up ecosystem. With its clear focus on shade inclusivity, strong channel strategy and investor backing, FAE is well-positioned to scale its offering and capture more of the fast-growing Indian cosmetic market. The next phase will be defined by product launches, distribution expansion and the brand’s ability to convert momentum into sustained growth.
