FAE Beauty raises $2 Mn led by Spring Marketing Capital

FAE Beauty has raised Rs 17 crore (about $2 million) in a new funding round led by Spring Marketing Capital. Existing investors Titan Capital Winners Fund, Arihant Patni and several angels also participated.

Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE Beauty focuses on colour cosmetics created for Indian skin tones and undertones. Its flagship products Lip Whip, Lush Blush and Eye Deal Kajal address gaps in shade diversity and combine makeup performance with skincare elements such as hydration, anti pigmentation ingredients and long wear finishes.

The company plans to use the capital to scale product innovation, introduce new face focused categories and expand its presence across direct to consumer channels, marketplaces, quick commerce platforms and offline retail. Kewalramani added that consumer expectations are shifting toward makeup that offers performance, care and better shade representation.

FAE Beauty claims strong traction among Gen Z and millennials, with distribution on Amazon, Nykaa, Blinkit, Tira, Myntra and its own website. The company has been focusing on hero SKUs in lip and eye categories and has recently expanded into skin tints and other face products.

Spring Marketing Capital head of investments Kaushik Dasgupta said FAE Beauty is well positioned at the intersection of skinification and self expression and noted the brand’s ability to build community and repeat usage through product formulation and content led engagement.