FAE Beauty, which stands for Free and Equal Beauty is a brand that cares deeply about
inclusivity - a thought process that has been adopted by companies around the world but remains side-lined in the Indian beauty space. Inclusivity is engrained in the brand’s DNA, and the idea of being inclusive drives key decisions at the company - be it in terms of the shade range of it's products, or the individuals chosen to represent the brand in it's launch campaign. The company hopes to change the way beauty is perceived in India, and to pull real people into a conversation that has long been reserved for individuals who have fit traditional standards of beauty. It's a new age beauty brand that caters to savvy customers who want more out of brands they interact with. FAE is a brand for individuals who want something real and authentic, who want cosmetics that are trendsetting but are still good for you.
FAE isn’t just a company that creates product, its much more than that – its building a
community with a voice that can be used to determine all future product development
decisions. A community that is empowered to feel free and equal to express themselves the way they want. FAE Beauty is the brand that we all needed in our lives; an Indian brand with a 21st Century take on Beauty.
FAE Beauty is launching with a capsule collection of 5 essential Buildable Matte Lipsticks.
These lipsticks adapt to its user’s skin tone to look different on each and every person –
giving users a highly customized product experience. The shade range has been developed keeping women of colour in mind, and the formulation ensures that all 5 shades compliment every skin type/tone & colour. These lipsticks go on as an understated wash of colour upon a single swipe of application, which can be built to a dynamic-bold lip with additional applications effortlessly. They are also Vegan, Cruelty Free, Paraben Free, and Fragrance Free.
Our shades have been named to defy stereotypes/labels that women today are sick of
hearing. At FAE Beauty, there is no such thing as being too much, too dark, too cheeky, too basic, or too nude. Our products are available at www.faebeauty.in as well as nykaa.
In conversation with Karishma Kewalramani