FAE Beauty

Karishma Kewalramani, the founder of FAE Beauty, identified a critical gap in the Indian beauty industry. With 74% of Indian women falling under the brown to dark brown skin tone spectrum, she felt that inclusivity in beauty was long overdue. To study business, she got a Bachelor's degree in Administration from the University of California, Berkeley, and gained some experience at A.T. Kearney. But her passion was building something of her own, and she found her passion in the beauty industry. To learn more, she trained as a makeup artist and did small gigs on film sets and TV after returning from the US. After that, she finally started FAE.

FAE Beauty (Free And Equal) is India's most inclusivity-committed D2C cosmetics brand — building a 50+ product portfolio of vegan, cruelty-free makeup and skincare formulated specifically for brown to dark-brown Indian skin tones, across all genders, with a strict no-photoshop branding policy using real, unedited models who reflect India's actual demographic diversity. FAE Beauty emphasises inclusivity across gender, skin tone, skin texture, and type. The brand's mission reflects that 74% of Indian women have brown, dark brown, or intense brown skin tones, yet the beauty industry often caters to fair skin.