Keep up with the clean makeup trend in India with FAE


FAE, an inclusive and vegan beauty brand launches in India

More and more consumers of the fast-growing beauty industry in India today are becoming conscious, informed and aware of their choices. This makes the launch of Karishma Kewalramani’s FAE – Free and Equal Beauty – a vegan, cruelty-free beauty label, for the Indian consumer who believes in the long-term benefits of “Conscious Beauty”.

Free and Equal Beauty
Free and Equal Beauty makes products that are genuinely good for you, without ever compromising on the fun factor & excitement of experimenting with beauty products. With five creamy, buildable matte lipstick shades that can double up as cheek or eye tints, here is a brand that has been specifically built for the vast Indian colour palette of skin tones. Their products are vegan and cruelty free and aimed at letting the consumer know exactly what goes into a FAE beauty product – no parabens, no fragrances, no animal or animal-derived ingredients and no animal testing.

Lip shades tailored to the Indian skin tone
Launching with five buildable matte lipsticks that will cater to different skin tones and personas, FAE Beauty promises to provide a truly customized experience. Choose from their range of reds, nudes, pinks and browns. These lipsticks are buildable, which ensures control and versatility during application. 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. The more you apply, the darker the shade that complements diverse skin types and tones. The added bonus is that the lipsticks can double up as eye and cheek stains. Each purchase of the matte lipsticks comes with a pack of goodies that include a custom-designed sticker sheet and a faux matchbox containing a miniature FAE Devanagari Charm that can be styled with necklaces, earrings, bracelets or your favourite piece of jewellery. FAE Beauty products will retail at the brand’s own E-commerce portal and on Nykaa.


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