In a bold move against India’s entrenched fair-skin beauty ideal, 31-year-old founder Karishma Kewalramani launched FAE Beauty (Free & Equal) to cater to every shade of brown skin - without the Photoshop and tone-mismatch. Growing up frustrated at stores pushing lighter shades on dusky tones, she founded a brand rooted in authenticity and inclusivity.
FAE Beauty doesn’t just promise representation - it backs products formulated for Indian undertones and climates, spans a wide range of shades, and adopts a strict no-editing policy on its visuals.
When Karishma appeared on Shark Tank India she asked for ₹1 crore for 1 % equity; Sharks Aman Gupta and Namita Thapar eventually landed at ₹1 crore for 1.5 % equity, signalling strong faith in her inclusive beauty vision.
With its clear mission and authentic market fit, FAE Beauty is not just building a cosmetics brand - it’s redefining the beauty narrative in India, one shade at a time.
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