When beauty brands think inclusivity-first, revolutions are born!

 

That’s the story of FAE Beauty – a D2C brand that has been making waves in BPC since its inception.

 

When Karishma Kewalramani launched FAE in 2019, she wasn’t just creating a brand – she was rewriting the narrative of what beauty should be.

 

From celebrating stretch marks to normalising acne, FAE embraces every beauty-mark unapologetically.

 

With bold campaigns, relatable products, and a strong inclusivity mission, this D2C brand has been incrementally connecting with its audience.

 

FAE Beauty Turned Shark Tank Into A Launchpad For The Next Leap Of Growth

Karishma laid bare an ambitious vision: redefining beauty with inclusivity, authenticity, and sustainability at its core.

 

The sharks were hooked, and so was the nation. With bold campaigns, clean beauty formulations, and a commitment to serving every skin tone and type, FAE Beauty’s story resonated far beyond the boardroom.

 

 

Shark Tank appearance

 

 

Shark Anupam Mittal hailed FAE’s innovative approach, underscoring its massive market potential. But then Aman Gupta and Namita Thapar sealed the deal putting in INR 1 Cr at a valuation of INR 66.5 Cr.

 

An All-inclusive Playbook For D2C Success

FAE’s marketing doesn’t follow trends; it sets them.

 

Their #nosuchthingas campaign made waves by transforming labels like “too basic” into empowering product names. It wasn’t just marketing—it was a movement.

 

Unfiltered visuals challenge traditional beauty norms. Think untouched images, authentic skin tones, and models that reflect its audience. It’s beauty, raw and real, packaged for a generation fed up with filters.

 

 

Introducing FAE Studio

 

A Magic Check Out That Dropped RTOs

FAE’s checkout process was once a bottleneck. It took 3 minutes to complete—far too long for today’s shoppers.

 

They incorporated Razorpay’s Magic Checkout!

 

Pre-filled forms now cut the time to under 30 seconds. COD intelligence blocks high-risk orders, reducing unfulfilled deliveries.

 

RTO rates? Down by a third.

 

This is just one instance. With resilience, grit, and perseverance, Karishma has been scaling FAE since 2019 and incrementally.

🔥 FY21: ₹0.3 Cr
🔥 FY22: ₹0.7 Cr
🔥 FY23: ₹3.3 Cr
🔥 FY24: ₹7 Cr
🔥 FY25 (Till October): ₹10 Cr

Tugging Heartstrings—And Pursing Strings 

The Desi Drink Lip Balm range, with shades like Noice Nimbu and Real Nariyal, blends fun with flavor.

 

Every product feels like a memory wrapped in modernity. Customers don’t just buy lip balm; they buy a slice of their childhood.

 

 

FAE Products

 

Inclusivity Isn’t A Buzzword At Fae Beauty

For FAE, inclusivity isn’t a trend. It’s a promise. Every product, campaign, and message is crafted to make everyone feel seen and celebrated.

 

From featuring queer representation to designing gender-neutral packaging, FAE ensures that beauty truly is for all.

 

Campaigns feel personal, thanks to influencer-driven user content. It’s beauty that belongs to everyone—exactly as they are.

 

But it isn’t just inclusivity that’s propelling FAE forward. A lot has to do with building relativity and creativity.

 

 

FAE instagram postAbout D2CX

 

A Big, Bold, Beautiful Future For FAE Beauty

Expansion is inevitable. FAE plans to enter 10+ international markets by 2025. The focus? Makeup that’s inclusive, high-performing, and trendsetting.

 

Pop-up stores will bring the brand closer to customers, turning digital loyalty into offline experiences.

 

Karishma Kewalramani’s vision remains unchanged: to make beauty safe, accessible, and genuinely inclusive.