Walking the Talk : FAE

 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. 

 

 

Product Description:

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. 

  

Product Range:

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