| Detail | Information |
|---|---|
| Industry | Beauty |
| Location | India |
| Team Size | 50+ Employees |
| Released | November 2025 |
What MediagraphixPR Actually Did Here
Funding announcements are easy to get wrong. Having run a PR agency in Delhi for as long as we have, we’ve seen most of the ways they go wrong up close. Say too little and nobody notices. Say too much and it reads like every other “thrilled to announce” post clogging up LinkedIn. FAE Beauty needed neither; they needed a story that made a ₹17 crore round feel like proof of something bigger.
Here’s how we built it.
We started with the press release itself, and treated it less like a formality and more like the entire pitch. Every line was built around one idea: FAE isn’t just raising money; it’s closing a gap the Indian beauty industry has ignored for years by creating shades and formulations that actually work for Indian skin.
Once the release was locked, the real work began. We didn’t blast it to a generic press list and hope something landed. We went after the publications that actually move the needle for a beauty brand in the middle of a fundraise: the business desks, the retail trade press, the startup ecosystem outlets, and the D2C-focused platforms. Each pitch was written for that specific journalist’s beat, not copy-pasted across a spreadsheet.
Positioning came next, and this is where most PR teams play it safe. We didn’t. FAE was framed as the brand leading India-first shade innovation, at the intersection of skincare and makeup. It was a category story, not just a company story.
From there, it was about staying on top of every follow-up, every journalist query, every scheduling back-and-forth, until the coverage actually ran, and ran in outlets that carry weight. And once it did, we made sure it didn’t just sit in inboxes. We pushed it across social channels to build organic buzz that outlasted the news cycle itself.
FAE Beauty: The Short Version
FAE, short for Free And Equal, is rewriting what colour cosmetics look like for Indian skin. Most legacy beauty brands treat “diverse shades” as an afterthought bolted onto a Western product line. FAE built the other way around, with India-first shade ranges formulated with skincare actives baked in, so the product hydrates and protects while it performs.
In November 2025, that approach got backed with real capital. FAE closed ₹17 crore in a fresh round led by Spring Marketing Capital, joined by Titan Capital, Winners Fund, Arihant Patni, and a handful of marquee angels. The money is going where you’d expect from a brand this deliberate—deeper D2C growth, wider retail distribution, and faster innovation in face-forward categories the brand hasn’t touched yet.
The Real Problem: Getting Noticed in a Crowded Market
FAE didn’t lack a good story. It lacked visibility in the rooms that matter. Consumer loyalty was already there. What wasn’t there yet was recognition from the business press, the startup press, the investor-facing press. These are the audiences that decide whether a funding round becomes a footnote or a milestone.
The brief, once you strip away the jargon, came down to four things:
❯ Get FAE into Tier-1 business, retail, and startup media that a beauty brand this young doesn’t usually crack.
❯ Position FAE as the inclusive, innovation-first disruptor in a cosmetics market that’s genuinely saturated.
❯ Land visibility across beauty, D2C, retail, and investor-focused publications at the same time. Not one lane, all of them.
❯ And build enough social momentum that the beauty community was talking about this on its own, without another push from the brand.
About FAE Beauty
FAE Beauty is a new-age, inclusive beauty brand building high-performance makeup for Indian skin tones, undertones, and lifestyles. Founded by Karishma Kewalramani, the brand pairs an extensive shade range with skincare-infused formulations that hydrate, protect, and hold up through the day. FAE’s hero lineup includes Lip Whip, Lush Blush, and Eye Deal Kajal. It’s available on Amazon, Nykaa, Blinkit, Tira, Myntra, and the brand’s own website.
The Press Release, As It Went Live
FAE Beauty Raises INR 17 Crore to Scale Inclusive, Skin-First Makeup Up in India
Mumbai, India – November 2025, FAE Beauty, a bold and inclusive beauty brand known for its diverse range of shades & skincare-infused makeup, has raised INR 17 Cr (USD 2 million) 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.
Founded by Karishma Kewalramani, a UC Berkeley graduate and trained makeup artist, FAE (Free And Equal) Beauty is reimagining colour cosmetics for Indian skin tones and textures. The brand’s hero products, like the Lip Whip, Lush Blush, and Eye-Deal Kajal, are focused on filling the white space in the Indian market of diverse shade ranges specifically created for Indian skin tones. In addition to diversity of shade range, the products are enriched with skincare benefits like hydration, anti-pigmentation actives, and smudge-proof finishes. This intersection of performance and care has helped FAE build strong traction across Gen Z and millennial consumers.
“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, Founder & 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’. Skin forward & inclusive cosmetics are redefining the category in the East & West, and at FAE we strive to stay ahead of the curve with our innovative, extensive formulations and shade range. With this raise, we plan to double down on product innovation, launch new face-forward categories, and strengthen our omni-channel presence across marketplaces, quick commerce, and offline retail. We’re especially excited to have Spring as partners – they deeply understand how new-age brands are built and scaled and bring rich expertise in storytelling and consumer love.”
FAE’s growth has been marked by strong consumer adoption over the past few years, with products available across its 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.
“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.”
The Numbers That Matter
None of the above means anything without reach, so here’s what the campaign actually delivered.
▪ Total Audience Reach: 40M+ across online, print, and social
▪ Publications Covered: 30+, including PTI, Mint, Economic Times, Business World, Entrepreneur India, Inc42, and YourStory
▪ LinkedIn Traction: 60,000+ impressions, 2,200+ reactions, and 100+ organic reshares, the kind of engagement that comes from a story people actually wanted to share, not a paid push
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