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From embracing the idea that flaws are meant to be celebrated, to advocating for gender-neutral makeup and embodying the ethos of their name—free and equal beauty for all—FAE Beauty is on a mission to amplify the representation of brown skin. At the heart of this trailblazing brand is its founder Karishma Kewalramani, who recently secured a deal on Shark Tank India Season 4. Her commitment to representing diverse skin tones and redefining beauty standards earned a deal of ₹1 crore for 1.5% equity from investors Aman Gupta and Namita Thapar, underscoring the industry's recognition of her mission and the brand's potential.
In an interview with SheThePeople, Karishma opens up on her journey, sharing insights on beauty, inclusivity, and the experiences that have shaped FAE Beauty's ethos.
FAE Beauty founder Karishma Kewalramani interview
Q: We know FAE Beauty stands for “free and equal beauty” while championing brown skin representation. How do you personally define beauty, and what does inclusivity mean to you?
I’ve always believed that beauty is a feeling, not a formula. It isn’t about what you apply on your face or meet some arbitrary standards like light skin plus blue eyes equating to beauty. Beauty comes from within, and it’s deeply tied to authentic representation.
When people see individuals like themselves being celebrated as beautiful, they start believing in their own beauty. However, when society imposes a narrow, cookie-cutter definition of beauty, those who don’t fit it often feel excluded. That’s something we are working to change.
Q: You mentioned being hesitant about pitching FAE on the show. What was the turning point that gave you the confidence to step into the spotlight?
The realisation that the fear of putting myself out there wasn’t as significant as the potential impact I could create. I saw the opportunity for strategic investment and exposure, and I knew I had to take that step for the company’s growth. By then, I had immense confidence in our numbers, which gave me the final push.
Q: Representation was a key element in your pitch and resonated with many, including Anupam Mittal. Can you take us back to your childhood and when you first understood the importance of representation?
I shared this during the pitch as well. I first felt beautiful when I started using makeup. That realisation made me aware of the privilege I had as someone with a lighter skin tone. My mother, who has a duskier complexion, faced challenges finding products that worked for her. Watching her struggle made me realise how unfairly skewed the beauty industry is and how much more inclusive it could be.
Q: What’s the most rewarding and challenging part of being a beauty founder?
The most rewarding part is hearing from young women who tell us we’ve made them feel seen and heard for the first time in their lives. That validation is invaluable.
The challenge lies in maintaining a commitment to innovation and inclusivity. It’s not cheap, quick, or easy—it requires rigorous R&D, which takes time and resources.
Q: Your social media approach emphasises being as “filter-free” as possible. How do you balance staying raw while meeting industry expectations?
This is a complex topic, but at its core, it’s about sticking to our values. Inclusivity is our top priority, even if it means being unconventional or going against the tide. We’ve chosen to prioritise authenticity over fitting into industry norms, and we stand by that decision.
Q: You’ve spoken about resilience as an entrepreneur. Where do you draw your strength, and is there a legacy you want to leave behind?
My strength comes from my team and my mission. This journey is deeply personal to me. I grew up insecure and found confidence through makeup. I want everyone to experience that same transformation. Diversity, inclusion, and representation aren’t just principles—they’re what drives me every day.
As for legacy, it’s simple: I want to create a world where everyone feels beautiful, confident, and represented, regardless of where they come from.
Q: Lastly, what advice would you give to young women entrepreneurs?
- Don’t be scared—take that first step.
- Know your numbers inside out.
- Respect your competition, regardless of their size. I learned this while interacting with Vineeta Singh (Founder, Sugar Cosmetics) on the show, and it’s a lesson I hold close.