Karishma Kewalramani launches cruelty free makeup brand FAE Beauty
Entrepreneur Karishma Kewalramani has launched a new cruelty-free makeup brand FAE Beauty, an acronym for Free and Equal Beauty, with its first product offering, a collection of five lipsticks.
FAE Beauty launched this month with a capsule collection of five multi-use lipsticks. The brand aims to cater to shoppers who want products that are both ethical and vibrant. The brand has initially launched on Nykaa and, according to its website, plans to organise pop-up shops across India to bring the brand to a wider audience.
The brand’s first drop sets the tone for what is to come. The lipsticks feature a list of their ingredients and state that they are vegan, cruelty-free, free of Parabens, and hypoallergenic. The lipstick shades are also designed to suit Indian skin tones and the brand has already been very vocal about the need for inclusivity of all shades in the Indian beauty industry.
Kewalramani told Vogue India that she created the brand to fill what she sees as a gap in the market for a beauty brand that is “good for you” and “fun”.
“With FAE, our goal is to bring products that our community wishes they had in their makeup kits, that are transparent, easy to use, and extremely versatile, to the markets,” said Kewalramani. “We want to give a voice to individuals who have been sidelined in the beauty industry for way too long.”
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