Karishma Kewalramani, the Founder and CEO of FAE Beauty, has become one of the most influential names in India’s modern beauty landscape. She launched the brand in late 2019 with a clear and powerful mission — to build an authentic, inclusive and performance-driven beauty label designed specifically for Indian skin tones. In an industry long dominated by global giants and limited shade ranges, Karishma set out to fill a gap that millions of Indian consumers had been forced to accept for decades.

A Founder Who Redefined Indian Beauty Standards

Karishma Kewalramani’s vision was shaped by years of observing how the Indian beauty market overlooked diversity. While international brands often introduced products primarily suited to Western skin tones, Indian consumers struggled to find shades that matched their deeper, warmer, and more varied complexion spectrum. This lack of representation sparked Karishma’s motivation to build something meaningful — a brand that not only offered more shades, but also celebrated authenticity and individuality.

Her mission with FAE Beauty (an acronym for Free And Equal) was to challenge stereotypes, break outdated beauty norms, and create products that matched real Indian consumers rather than narrow beauty ideals.

Building FAE Beauty: A Brand Rooted in Inclusivity

From the beginning, Karishma focused on three pillars that now define FAE Beauty:

1. Shade Diversity:
   FAE developed unique shade ranges that reflect India’s true complexion diversity. Products cater to undertones and skin depths often ignored by larger brands.
2. Clean, High-Performance Formulations:
   Karishma ensured that every product delivers on performance — long-lasting, skin-friendly, and suitable for Indian weather conditions.
3. Unfiltered Authenticity:
   FAE Beauty’s brand voice promotes self-expression, body positivity, and representation without filters or unrealistic standards.

Under Karishma’s leadership, the brand quickly built a loyal customer base among Gen Z and millennials who wanted real, effective products that looked like them.

A Founder Focused on Innovation and Growth

Since its launch, Karishma has steered FAE Beauty through continuous innovation. The brand expanded from lip products to foundations, tints, eye makeup, and soon broader skincare categories. Every launch is research-backed, rooted in consumer insights, and developed with the Indian complexion and climate in mind.

Karishma also embraced a D2C-first strategy, making FAE accessible across India through its website, top marketplaces, quick-commerce platforms, and offline retail. Today, FAE products are available on Amazon, Nykaa, Myntra, Blinkit, Tira, and numerous physical counters — a testament to the brand’s growing demand.

Impact on the Indian Beauty Industry

With her bold vision, Karishma Kewalramani has played a crucial role in pushing India’s beauty industry toward inclusivity and representation. FAE Beauty has not only built a strong identity but also inspired other brands to rethink shade diversity and create products truly designed for Indian consumers.

The Road Ahead

Karishma continues to drive FAE Beauty with a focus on innovation, category expansion, and omnichannel growth. As India’s beauty market rapidly evolves, her leadership and commitment to representation position FAE Beauty as a brand ready to shape the next era of Indian beauty.