FAE Beauty: Championing Inclusivity in India's Beauty Landscape

FAE Beauty, an acronym for Free and Equal Beauty, is an Indian cosmetic brand committed to redefining beauty standards by promoting inclusivity and authenticity. Founded by Karishma Kewalramani, the company offers a diverse range of makeup products designed to cater to the myriad skin tones and types prevalent in India.

Karishma Kewalramani, the visionary behind FAE Beauty, holds a B.Sc. in Business from the University of California, Berkeley. She began her career as a management consultant at A.T. Kearney’s San Francisco office. Upon returning to India, Karishma identified a significant gap in the beauty market—a lack of products tailored for Indian skin tones at accessible price points. She realized 74% of Indian women falling under the brown to dark brown skin tone spectrum and most brands did not focus on curating products for this segment.

FAE Beauty's product line encompasses a variety of makeup essentials, including lipsticks, blushes, and skincare items. Each product is meticulously crafted to suit Indian skin tones, ensuring that individuals find shades that resonate with their unique complexion.

FAE Beauty has garnered attention for its dedication to inclusivity and quality. The brand's products are available on major e-commerce platforms, including Nykaa, expanding their reach to a broad consumer base. In a notable appearance on Shark Tank India Season 4, Karishma pitched FAE Beauty, seeking ₹1 crore for a 1% equity stake. After a series of counteroffers, Karishma accepted ₹1 Crore for 1.5% equity, closing the deal with Aman Gupta and Namita Thapar at a valuation of ₹66.67 Crores. Despite facing challenges, including losses of ₹80 lakh in the first year and ₹2.5 crore in the second, her unwavering belief in the brand's mission impressed the 'sharks' and the audience alike.

FAE Beauty has raised significant funding across multiple rounds, after which founder Karishma Kewalramani retains a 38% ownership stake. The cap table also includes Arihant Patni with 26%, Titan Capital holding 13.5%, an ESOP pool accounting for 10.3%, and Shiprocket with a 1.6% stake.

Looking ahead, FAE Beauty aims to continue expanding its product range and market presence, furthering its mission of making inclusive beauty products accessible to all. The brand envisions a beauty industry where every individual, regardless of skin tone or type, feels seen, heard, and represented.