Riding on the wave of India’s booming beauty and personal care market, FAE Beauty has joined hands with Unicommerce, a leading e-commerce enablement SaaS platform, to streamline its operations and strengthen its quick commerce capabilities.

Also known as Free and Equal Beauty, the homegrown brand has gained rapid popularity for its inclusive and India-centric product line. A recent appearance on a business reality show significantly boosted its visibility and order volume, prompting the brand to seek robust operational support.

With Unicommerce’s Uniware system, FAE Beauty now manages inventory seamlessly across multiple marketplaces and ensures swift order processing nationwide. The platform replaces manual processes like purchase order creation, reducing operational complexity and boosting speed.

The partnership is particularly strategic in the quick commerce segment, where platforms like Blinkit demand high efficiency and ultra-fast fulfillment. Using Unicommerce’s plug-and-play integration, FAE Beauty now handles bulk deliveries through centralized warehouses and efficiently distributes products to dark stores. A unified dashboard provides real-time inventory tracking, ensuring timely deliveries and preventing stockouts.

Kapil Makhija, CEO and Managing Director of Unicommerce, commented, “We are delighted to partner with FAE Beauty, a brand rapidly making its mark in the beauty industry. As one of the startups featured on Shark Tank India, FAE exemplifies innovation and growth. Our platform empowers them to scale operations efficiently while ensuring faster deliveries and seamless marketplace management.”

Karishma Kewalramani, Founder of FAE Beauty, added, “Partnering with Unicommerce has been a game-changer. Managing thousands of monthly orders across channels was a challenge. Now, with a single platform, we’ve streamlined everything—from processing to returns. The ability to handle quick commerce with precision helps us meet customer expectations effortlessly.”

The collaboration comes at a time when India’s beauty and personal care industry is projected to reach USD 34 billion by 2028, and domestic brands are gaining market share with products tailored to Indian consumers. FAE Beauty now joins a growing list of direct-to-consumer (D2C) startups leveraging Unicommerce’s solutions to drive scalable growth and operational excellence.

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