Anshita Mehrotra, founder of Fix My Curls, is building one of India’s fastest-growing direct-to-consumer (D2C) hair care brands by focusing on a segment that remained underserved for years. At a time when the beauty industry largely catered to straight hair, Mehrotra identified a growing need for products specifically designed for curly hair and transformed her personal challenge into a thriving business.

Today, Fix My Curls serves customers across India and exports its products to more than 15 countries, including the United States, Germany, Switzerland, and the United Arab Emirates. Operating from Gurugram, the company has positioned itself as a specialist brand dedicated to curly hair care through science-backed formulations and consumer education.

A Personal Challenge Sparked the Business Idea

The idea for Fix My Curls emerged from Mehrotra’s own struggle to find suitable hair care products.

While living in India, she found that most products available in the market were formulated for straight hair and did little to address concerns such as dryness, frizz, moisture retention and curl definition. The alternatives were premium imported brands, which were expensive and often involved long delivery times.

During one such purchase, her mother, Shaily Mehrotra, founder of dermatology-focused skincare company Fixderma, encouraged her to explore developing products herself instead of relying on imported alternatives.

That conversation became the foundation for what would eventually become Fix My Curls.

Researching the Science Behind Curly Hair

In 2019, while taking a gap year from her studies at the University of British Columbia, Mehrotra began researching curly hair care in depth.

Without formal training in cosmetic chemistry, she immersed herself in learning about formulations, ingredients and hair science. She studied international curly hair products, examined ingredient compositions and evaluated what worked—and what didn’t—for different curl types.

Her research identified several common concerns among curly-haired consumers:

• Lack of moisture retention
• Persistent frizz
• Heavy product formulations
• Poor curl definition
• Limited styling options

Working alongside her mother, she gained practical knowledge of product formulation while testing multiple combinations to create products tailored specifically to textured hair.

The Birth of Fix My Curls

By August 2019, Mehrotra had developed her first range of five products, including leave-in conditioners, curl creams and styling gels.

The initial collection was launched through Amazon under the Fixderma brand as a pilot project. The objective was to evaluate customer response before establishing a dedicated business.

After nearly eight months of positive consumer feedback, Mehrotra decided to transform the experiment into a standalone company.

During the COVID-19 pandemic, she officially launched Fix My Curls with its own website and independent brand identity.

The company’s early success reinforced the demand for specialized curly hair products in the Indian market.

Building a Brand Around Curly Hair

Unlike many broader personal care brands, Fix My Curls chose to remain focused exclusively on curly hair.

Over time, the company expanded its product portfolio to include:

• Hair butters
• Hair masks
• Leave-in creams
• Curl-defining gels
• Volumizing mousses
• Shampoos
• Conditioners

Each product is formulated to support specific aspects of curly hair care, including hydration, styling, repair and volume.

The brand also places significant emphasis on educating customers through tutorials, product guides and curl-care routines, helping users understand how to care for textured hair more effectively.

Expanding Across India and Global Markets

Fix My Curls has steadily expanded its distribution network through multiple online channels.

Its products are available on:

• The company’s official website
• Amazon
• Nykaa
• Quick commerce platforms

According to Mehrotra, quick commerce now contributes approximately 15% of the company’s total revenue, reflecting the increasing popularity of rapid delivery services among beauty consumers.

The digital-first approach has enabled the brand to reach customers not only in metropolitan cities but also in Tier II and Tier III markets where specialized curly hair products were previously difficult to access.

Internationally, Fix My Curls now serves customers in more than 15 countries, including the United States, Germany, Switzerland and the UAE, where demand for curly hair-specific products continues to grow.

Securing Investor Confidence

The company’s growth has attracted support from prominent investors within India’s startup ecosystem.

In 2024, Fix My Curls raised nearly $1 million in funding from:

• Amazon Sambhav Fund
• India Quotient
• DSG Consumer Partners

The investment is expected to support product innovation, business expansion and the company’s growing retail presence.

Commenting on Mehrotra’s leadership, Hariharan Premkumar, Managing Director and Head of India at DSG Consumer Partners, praised her product-focused approach, disciplined capital allocation and deep understanding of customer needs.

The funding also provides additional resources for expanding manufacturing capabilities and accelerating new product development.

Future Plans

Looking ahead, Mehrotra plans to significantly broaden the company’s product portfolio.

Among the brand’s priorities over the next few years are:

• Launching 15 to 20 new products
• Establishing dedicated salon spaces and pop-up experiences for curly hair
• Offering customized treatments and consultations
• Expanding into adjacent hair care categories while maintaining leadership in curly hair care

Despite exploring broader opportunities, Mehrotra has emphasized that strengthening Fix My Curls’ position within the curly hair segment remains the company’s immediate focus.

She believes that while awareness of curly hair care has improved in India, there is still considerable scope for product innovation and consumer education.

A Brand Built on Authentic Consumer Needs

Fix My Curls stands out in India’s competitive beauty market because it originated from firsthand experience rather than trend forecasting.

By focusing on one underserved category instead of competing across the broader hair care market, the company has built strong credibility among consumers seeking specialized solutions.

Its growth also reflects changing consumer preferences, where shoppers increasingly seek products designed for their specific hair types rather than one-size-fits-all formulations.

As India’s beauty and personal care industry continues to evolve, Fix My Curls is emerging as a notable example of how niche innovation, combined with customer education and digital commerce, can create meaningful opportunities in the D2C ecosystem.

For Anshita Mehrotra, the journey began with solving her own problem. Today, that solution has grown into a brand serving curly-haired consumers across India and international markets, helping redefine how textured hair is cared for in the modern beauty industry.

Most Searched FAQs

1. Who is Anshita Mehrotra?

Anshita Mehrotra is an Indian entrepreneur and the founder of Fix My Curls, a direct-to-consumer hair care brand specializing in products for curly hair.

2. What is Fix My Curls?

Fix My Curls is an Indian D2C beauty brand that develops shampoos, conditioners, curl creams, leave-in products and styling solutions specifically designed for curly and textured hair.

3. How old is Anshita Mehrotra?

Anshita Mehrotra is 25 years old.

4. Where are Fix My Curls products available?

Fix My Curls products are sold across India through its website, Amazon, Nykaa and quick commerce platforms, while also serving customers in more than 15 countries, including the United States, Germany, Switzerland and the UAE.

5. Who invested in Fix My Curls?

The company has raised nearly $1 million in funding from Amazon Sambhav Fund, India Quotient and DSG Consumer Partners.

6. What are Fix My Curls’ future plans?

The company plans to launch 15–20 new products, expand into salon and pop-up experiences, strengthen its curly hair portfolio and gradually enter broader hair care categories.

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