Location

Mumbai, Maharashtra, India

Founded

2019

Price range

₹350 – ₹1,050

Shipping

India

Catalogue

71 products

New arrivals

38 this month

FAE Beauty Brand Logo

FAE Beauty

Independent brand — verified
About

FAE Beauty is an Indian makeup brand whose name is an acronym for its founding principle: Free And Equal beauty, makeup for everyone. Based in Mumbai, it launched into a market where shade ranges were narrow, marketing was uniformly pale and the industry's definition of beauty had gone largely unquestioned, and it set out to argue with all three. The range is built around lips and complexion, with the brand's Modern Matte lipsticks its best-known products, formulated in shades developed specifically for brown skin rather than adapted to it. FAE describes what it offers as something real, authentic and unfiltered, and its casting has been deliberately gender-fluid and size-inclusive since launch, which was genuinely unusual in Indian beauty at the time and remains uncommon now. Every FAE product is vegan, containing no animal ingredients or animal-derived ingredients, and the brand is firmly cruelty-free, stating that it does not test on animals, ever. Formulations are paraben-free. The brand's willingness to question the status quo extends to its product decisions, with shade names, imagery and campaigns all working against the fairness-oriented conventions that dominated Indian cosmetics for decades. Priced in the affordable tier, it makes inclusive, well-formulated colour genuinely accessible rather than aspirational. For shoppers seeking affordable, vegan, paraben-free and cruelty-free makeup from a women-owned Indian brand built around inclusivity as a founding premise rather than a marketing correction, FAE Beauty is one of the most distinctive names in the market today.

Shop FAE Beauty

Picked by the brand. Checkout happens on FAE Beauty’s own site.

Brand Details

Contract manufactured
PETA Beauty Without Bunnies
Yes — select products
Last reviewed
Oct 2026
Independent brand
Verified
K
Karishma Kewalramani

Corrections

How we review brands

More like this

From other labels in the directory.

Frequently asked questions

Is Fae Beauty's quality actually good?
Fae Beauty's Lip Whip lipstick earns praise for feeling weightless with strong pigment, though reviewers note it isn't fully transfer proof and won't survive a cup of tea.
Who founded Fae Beauty?
Karishma Kewalramani left A.T. Kearney consulting and trained as a makeup artist before founding Fae Beauty, frustrated that Indian brands rarely stocked shades for darker skin like her mother's.
When and where was Fae Beauty founded?
Fae Beauty began development in Mumbai, India, in early 2018 and officially launched in August 2019.
What makes Fae Beauty different?
Fae Beauty built its identity around expanded shade ranges for Indian skin tones and a deliberately unretouched, no-Photoshop marketing policy that drew backlash before becoming a signature strength.
Is Fae Beauty cruelty free and vegan?
Fae Beauty holds PETA certification confirming both cruelty free manufacturing and vegan formulas across its product range.
What's the bigger story behind Fae Beauty?
Fae Beauty raised 1 crore rupees on Shark Tank India in 2025 from Aman Gupta and Namita Thapar, after posting its first annual profit following four straight years of losses.

Ready to shop?

Visit FAE Beauty

You May Also Like

Discover more brands you might be interested in

Beesline featured image

Beesline

Lebanon · Affordable

Beesline is a Lebanese beauty brand based in Bshamoun, Mount Lebanon and founded by Maha Arayssi Rifai, Mohamad Arayssi, Roula Arayssi Chehab, and May Arayssi Baba. The brand focuses on natural beauty and everyday skincare while keeping its products within an affordable price range. Its cruelty-free positioning gives shoppers an animal-friendly option, while clean beauty and natural ingredients help define the brand’s formulation profile. Sustainability is another important part of Beesline’s identity. Ethical beauty also fits naturally within that approach, giving customers a broader sense of how the brand thinks about ingredients, sourcing, and production. One of Beesline’s strongest advantages is accessibility. Natural or sustainability-led skincare can often become expensive, but the brand stays within affordable beauty, making these values easier to incorporate into regular routines. Its Lebanese origin also gives it a clear regional identity and helps distinguish the brand from international natural skincare labels with less connection to place. Beesline is particularly suited to customers who want natural beauty to remain practical. The brand combines clean formulation, cruelty-free values, sustainability, ethical considerations, and everyday usability without moving into premium pricing. For shoppers exploring Middle Eastern skincare, Beesline offers an accessible route into conscious beauty with a long-standing focus on nature-inspired products and routine-friendly care.

Deconstruct featured image

Deconstruct

India · Est. 2021 · Affordable

Deconstruct is an Indian skincare brand founded in 2021 by Malini Adapureddy and based in Bengaluru, Karnataka. The brand sits firmly within affordable beauty, but its profile is built around formulation choices more commonly associated with specialist skincare. Its products are vegan and cruelty-free and are developed without parabens, fragrance, sulfates, or silicones. Dermatologist-tested positioning gives the brand an additional layer of reassurance for shoppers who want affordable skincare without abandoning ingredient scrutiny. Deconstruct’s minimalist beauty identity is particularly important. The brand is relevant to customers who prefer to understand what they are using and why, rather than building long routines around overlapping products. This makes it a good fit for everyday skincare and for people who want a more straightforward way to navigate active beauty. Affordability helps broaden that appeal. Ingredient-conscious skincare can quickly become expensive, while Deconstruct brings vegan, cruelty-free, fragrance-free, and paraben-free beauty into a more accessible range. For shoppers exploring Indian beauty brands, Deconstruct represents a practical, formulation-focused alternative to both mass-market basics and premium clinical skincare. Its combination of accessible pricing, dermatologist-tested products, minimalist routines, and clearly defined ingredient exclusions gives the brand a distinctive place within everyday beauty in India.

Avoskin featured image

Avoskin

Indonesia · Est. 2014 · Affordable

Avoskin is an Indonesian skincare brand founded in 2014 by Anugrah Pakerti, Ahmad Ramadhan, and Aris Nurul Huda, with its base in Jakarta. The beauty brand has built its identity around making everyday skincare more accessible while also giving ethical and environmental considerations a meaningful place in the business. Cruelty-free beauty is part of that approach, but Avoskin’s positioning goes further through ethical and fair-trade values. These elements make the brand relevant for shoppers who care not only about what a product does, but also about the wider systems behind sourcing and production. Sustainability is another important part of Avoskin’s profile. Eco-friendly practices help differentiate it from affordable skincare brands that compete only on price, while its everyday beauty focus keeps the products practical enough for regular routines. That balance is significant: the brand brings more conscious beauty ideas into an accessible price range instead of treating sustainability as a luxury feature. Avoskin is best suited to customers who want straightforward skincare with a broader sense of responsibility attached to it. Its appeal comes from the combination of affordability, cruelty-free practices, ethical sourcing, fair-trade principles, sustainability, and daily usability. Within Indonesian beauty, it represents a more conscious approach to mass-accessible skincare without losing the practicality that everyday customers expect.

From The Labels is not officially associated with the brands, designers, or individuals mentioned on this page. Information is curated from public sources, and brand owners can update or verify their listings by contacting support@fromthelabels.com.