Fae Beauty operates as a digital-first, direct-to-consumer brand specializing in inclusive, vegan, and cruelty-free cosmetics tailored for the Indian market. It focuses on affordable yet high-quality makeup products designed to suit a diverse range of skin tones and types. The brand leverages social media and influencer partnerships to engage with its target audience, primarily young, conscious consumers. Fae Beauty emphasizes transparency in its ingredient sourcing and sustainability practices. Its e-commerce-driven model allows for nimble product launches and direct customer feedback integration.