Made in India, Loved by All: The Rise of Indie Beauty Powerhouses

India’s indie beauty scene is flourishing, with homegrown brands like FAE Beauty, Inde Wild, and more leading the charge. These brands have carved out niches by addressing specific consumer needs, embracing inclusivity, and offering innovative products tailored for Indian skin. Let’s delve into how each brand has secured a top spot among beauty enthusiasts.

FAE Beauty

Founder: Karishma Kewalramani
USP: Gender-neutral, clean beauty products catering to diverse Indian skin tones

FAE Beauty, which stands for “Free and Equal,” was born out of Karishma’s frustration with the lack of makeup options for brown skin tones. After working as a consultant in San Francisco, she returned to India to create a brand that celebrates real skin—acne, pores, and all. FAE’s products are vegan, cruelty-free, and free from harmful chemicals. Their commitment to unedited product images and inclusive campaigns has resonated with consumers seeking authenticity. In 2025, FAE Beauty appeared on Shark Tank India Season 4, securing ₹1 crore for 1.5% equity from investors Aman Gupta and Namita Thapar, valuing the company at ₹100 crore. The brand’s revenue grew by 128.43% in FY24, reaching ₹7.18 crore.

Personal Touch Skincare

Founders: Ashish and Aditi Jawa
USP: Dermatologically tested skincare tailored for Indian skin concerns

Personal Touch Skincare focuses on creating premium, science-backed products addressing common Indian skin issues like uneven tone, dryness, and sensitivity. By combining advanced skincare technologies with high-quality ingredients, the brand offers effective solutions at accessible prices. Their commitment to research and development ensures products that deliver visible results.

Inde Wild

Founder: Diipa Büller-Khosla
USP: Ayurveda-inspired skincare infused with modern active ingredients

Inde Wild, founded by influencer Diipa Büller-Khosla, merges traditional Ayurvedic wisdom with contemporary skincare science. The brand’s products are formulated to address the unique needs of Indian skin, focusing on holistic wellness and sustainability. By leveraging Diipa’s global presence, Inde Wild has garnered international attention, positioning itself as a brand that honors heritage while embracing innovation.

Dab to Fab

Founder: Pranauthi S.
USP: Minimalist skincare solutions for busy lifestyles

Dab to Fab offers straightforward skincare products designed for individuals seeking effective routines without complexity. The brand emphasizes clean formulations, ease of use, and affordability, making skincare accessible to a broader audience. By focusing on essential products that deliver results, Dab to Fab appeals to consumers looking for simplicity and efficacy in their beauty regimen.

Brillare

Founder: Jigar Patel
USP: 100% natural, chemical-free hair and skincare products

Brillare is committed to providing natural solutions for hair and skin care, free from harmful chemicals. The brand’s products are formulated with botanical ingredients, catering to consumers seeking holistic and eco-friendly beauty options. Brillare’s dedication to sustainability and transparency has built trust among customers who prioritize clean beauty.

Their unique value propositions, rooted in cultural relevance and innovation, have not only disrupted the traditional beauty market but also fostered loyal communities. As they continue to grow, these brands exemplify the potential of homegrown enterprises to make a significant impact both domestically and globally.