With this raise, the brand plans to double down on product innovation, bring new face-forward categories, and strengthen its omnichannel presence
FAE Beauty, a beauty brand known for its range of shades and skincare-infused makeup, has raised Rs 17 crore in a fresh round of funding. The round was led by Spring Marketing Capital, with participation from existing investors including Titan Capital Winners Fund, Arihant Patni, and marquee angels.
With this raise, the brand plans to double down on product innovation, bring new face-forward categories, and strengthen its omnichannel presence across marketplaces, quick commerce, and offline retail.
“We are building a brand that reflects how makeup is worn today – confidently, comfortably, and in shades that actually work for our skin tones. Skin-forward and inclusive cosmetics are redefining the category in the east and west, and at FAE, we strive to stay ahead of the curve with our innovative, extensive formulations and shade range,” said Karishma Kewalramani, Founder and Chief Executive Officer (CEO) of FAE Beauty.
The official statement noted that FAE’s growth has been marked by strong consumer adoption over the past few years, with products available across its direct-to-consumer (D2C) website, Amazon, Nykaa, Blinkit, Tira, and Myntra. With healthy margins and a focus on hero SKUs in lip and eye categories, the company continues its expansion through innovative product launches, including skin tints and other face products, the release added.
