Fae Beauty in Shark Tank India season 4: Redefining Beauty Standards with Inclusivity and Innovation
Shark Tank India is back with its fourth season on 6th January, bringing a new wave of entrepreneurial dreams to life. Among the many passionate pitches this season, Karishma Kewalramani, founder of Fae Beauty, stands out for her audacious vision and unyielding resilience.
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Who is the founder of FAE Beauty?
Karishma Kewalramani is the founder of FAE Beauty. She is a trailblazer in the Indian cosmetics industry, challenging conventional beauty norms with her vision of "democratic beauty."
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Karishma Kewalramani Education and Career
Karishma, born and raised in Mumbai, has been very interested in makeup since childhood. Her family used to joke that she would start a parlour as she was obsessed with makeup. Karishma was also good at studies. She pursued a managing consultant diploma at AT Kearney in San Francisco. Her passion for beauty led her to transition from managing brands to creating her own. After returning to India in 2017, she pursued formal training in makeup artistry to understand the industry's nuances.
Observing the lack of representation and inclusivity in Indian beauty products, she leveraged her savings and support from friends and family to launch FAE Beauty in 2019. Her brand is a testament to her commitment to inclusivity, offering vegan, cruelty-free products that cater to all skin tones and types, and promoting authentic, unfiltered beauty standards through its campaigns. Karishma's resilience in overcoming challenges, such as securing manufacturing partners and breaking gender biases in business meetings, shows her dedication to reshaping beauty ideals and building an empowering community.
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The Journey of Fae Beauty and Its Mission
Fae Beauty means “Free and Equal Beauty” which is more than just a makeup brand. It’s a movement championing the values of self-acceptance and inclusivity. Karishma Kewalramani believes that beauty transcends skin tones and types. Her mission is to ensure that everyone feels seen, heard, and represented.
Speaking about her brand, Karishma said, “Every individual, with every skin tone or type, deserves to feel beautiful. At FAE, we’re creating products that are affordable, accessible, innovative, and effective for this exact purpose.”
Company financials
Despite facing massive losses in its initial years, Fae Beauty’s commitment to inclusivity and innovation has resonated with its audience and now it’s profitable. The company has served over ₹3 lakh customers. The company earned ₹30 lakh in its first year, albeit at a loss of ₹80 lakh. The subsequent year saw growth, with revenue reaching ₹3.3 crore and losses narrowing to ₹2.5 crore. These numbers reflect the Krishma’s determination to turn challenges into opportunities.
Recently the company is expecting a sales of over ₹22 crores this year. Fae Beauty’s product range is designed specifically for Indian skin tones and types, addressing the gaps in the beauty market. By focusing on affordability and accessibility, the brand aims to make high-quality products available to a broader audience. Its innovative approach and dedication to inclusivity have earned the trust and admiration of its customers.
FAE Beauty in Shark Tank India in Season 4
Karishma’s pitch to the sharks was nothing short of compelling, she started the pitch with “Mein Apni Favourite hu”. She confidently stated that she will dilute herself, but will keep her company going and working. Her passion and vision earned admiration, with Anupam Mittal saluting her resilience. The teaser for her pitch shows the sharks intrigued and impressed by her commitment to creating a significant impact in the beauty industry.
She asked for ₹1 crore for 1% equity to the sharks. However, the deal was signed at ₹1 Crore for 1.5% Equity with Aman Gupta and Namita Thapar.
Karishma Kewalramani’s journey is a testament to resilience, vision, and unwavering dedication. Despite early setbacks, her relentless efforts have crafted a compelling success story. Fae Beauty’s unique approach to beauty, focusing on inclusivity and affordability, sets it apart in a competitive market.
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