India’s beauty and personal care sector is booming, projected to reach USD 34 billion by 2028. While global giants continue to lead the market, homegrown brands like FAE Beauty are rapidly gaining traction for offering products tailored specifically to Indian skin and hair types.

FAE Beauty, also known as Free and Equal Beauty, saw a surge in orders following a successful appearance on a popular business reality show earlier this year. However, the increased demand made it challenging to manage operations across multiple online marketplaces. To address this, the brand has partnered with Unicommerce, India’s leading e-commerce enablement SaaS platform, to streamline its digital operations and enhance its quick commerce capabilities.

By integrating Unicommerce's Uniware system, FAE Beauty can now manage inventory seamlessly across various marketplaces, eliminating manual tasks like generating purchase orders. This automation has improved operational efficiency and speed while reducing complexity.

The partnership also enhances FAE Beauty’s ability to fulfill quick commerce orders through platforms like Blinkit. Unicommerce's plug-and-play integration enables efficient handling of bulk deliveries from central warehouses to dark stores, while a centralized dashboard helps ensure timely deliveries and prevent stock-outs—critical for maintaining customer satisfaction in fast-paced commerce environments.

Kapil Makhija, CEO and MD of Unicommerce, said, “We are excited to collaborate with FAE Beauty, a fast-growing brand making waves in the beauty space. As a standout from Shark Tank India, FAE exemplifies innovation. Our goal is to support their expansion with technology that enables faster deliveries and smoother inventory management.”

Karishma Kewalramani, Founder of FAE Beauty, added, “Partnering with Unicommerce has transformed our operations. Managing thousands of monthly orders across platforms was overwhelming, but with a unified system, everything from order processing to returns is now simplified. Our ability to serve quick commerce platforms efficiently means we can meet customer expectations with speed and precision.”

FAE Beauty joins a growing list of D2C brands and startups leveraging Unicommerce’s robust solutions to scale operations and thrive in India’s competitive e-commerce landscape.