FAE Beauty
Budget“Free and Equal beauty for every Indian skin tone.”
By Viktoria @vioda.makeup · Published · Updated
FAE Beauty is a budget makeup brand from India, founded in 2019 by Karishma Kewalramani. It's best known for its Inclusive shades for Indian skin tones, "Free and Equal" body-positive branding and Lip Whip buildable matte lipsticks.
FAE Beauty — short for "Free And Equal" — is an Indian indie makeup brand founded in 2019 by trained makeup artist Karishma Kewalramani, who began developing the line in 2018 out of frustration with the narrow shade ranges and airbrushed beauty standards on offer in India. The brand built its reputation on inclusivity, transparency and body positivity, celebrating textured skin, body hair and a full spectrum of Indian undertones in its campaigns.
FAE's lineup centers on affordable, buildable color: the Lip Whip buildable matte lipsticks, Lush Blush, and Eye Deal Kajal are its heroes, alongside multi-use lip glosses, a 2-in-1 mascara-and-brow gel and base-coat mascara primer. After landing $2 million in fresh funding, FAE has grown into one of the more closely watched homegrown D2C beauty brands in India, offering a purpose-driven, wallet-friendly alternative to imported color cosmetics for deeper and warmer Indian skin tones.
Popular Products
What FAE Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Lip Whip Buildable Matte Lipstick
- Lush Blush
- Eye Deal Kajal
- Multi-Use Lip Gloss
Known For
Brand Philosophy
Beauty should be free and equal — inclusive, transparent and celebratory of real, diverse Indian skin rather than a single narrow standard.