Ecommerce, retail and consumer tech in beauty has long favoured straight hair. Products for curly hair remained limited, costly or imported. Anshita Mehrotra, founder of Fix My Curls, set out to change that gap with a brand built only for curls.

At 25, Mehrotra leads a direct-to-consumer hair care company focused on curly hair needs. Fix My Curls sells across India and in more than 15 countries, including Germany, Switzerland, the United States and the UAE. The brand operates in a space that once relied on global imports and trial-and-error routines.

The business began with a personal problem.

A Search for the Right Product

Mehrotra struggled to manage her curly hair. Products sold in India were designed for straight hair. They failed to address moisture loss, frizz and curl definition. Imported curly hair products worked better, but they cost too much and took time to arrive.

During one such import order, her mother suggested a simple idea. Instead of buying products from abroad, why not try making them.

That suggestion marked the start of Fix My Curls.

In 2019, Mehrotra took a gap year from her studies at the University of British Columbia. She began testing curly hair products from around the world. The process involved both primary and secondary research. She studied ingredients, textures and results. She also noted what did not work.

The research focused on real pain points. Dryness. Lack of curl hold. Heavy formulations. Limited styling options.

Learning From Scratch

Mehrotra had no formal background in cosmetic chemistry. She learned by reading, testing and asking questions. She also worked closely with her mother, Shaily Mehrotra, founder of Fixderma, a dermatology-focused skin care brand.

Shaily Mehrotra guided her through formulation basics and later invested capital into the venture. She also became a partner in the business.

By August 2019, Fix My Curls had five products ready. These included styling and treatment products made only for curly hair. The brand launched on Amazon under the Fixderma umbrella for its first year.

At that stage, Mehrotra treated the effort as a test. She wanted to see if customers would respond.

Turning a Project Into a Company

When Covid-19 hit, Mehrotra made a clear choice. She decided to build Fix My Curls as a full business. She set up a separate company and launched a dedicated website.

By then, the products had already seen eight months of market feedback. Customer responses confirmed demand.

The brand focused on clean formulations and curl-friendly routines. Products addressed moisture, styling and volume without harsh ingredients.

Fix My Curls expanded its range to include hair butter, hair mask, leave-in cream, volumising mousse, shampoo and conditioner. Each product served a specific role in a curly hair routine.

Distribution Across Platforms

Today, Fix My Curls sells through its own website, Amazon, Nykaa and quick commerce platforms. According to Mehrotra, quick commerce contributes around 15 percent of total revenue.

Online distribution helped the brand reach customers beyond metros. Many buyers came from smaller cities where curly hair products were hard to find.

The brand also expanded globally. Fix My Curls products now ship to over 15 countries. These include markets with strong curly hair communities, such as the US and parts of Europe.

Mehrotra says the demand abroad mirrors India. Curly hair users want products made for their hair type, not adjusted versions of straight hair formulas.

Funding and Investor View

In 2024, Fix My Curls raised just under $1 million in funding. The round included backing from Amazon Sambhav Fund, India Quotient and DSG Consumer Partners.

Investors cite Mehrotra’s focus on product quality and customer feedback as key strengths.

Hariharan Premkumar, managing director and head of India at DSG Consumer Partners, describes her as a founder driven by a personal mission. He points to her product focus, cost control and efficient use of capital.

Staying Focused on Curls

Fix My Curls operates from Gurugram. The company serves customers in India and abroad. Its audience includes people new to curly hair care and those who have followed curl routines for years.

The brand relies on education as much as sales. Content explains how to use products and build routines. This helps first-time users avoid mistakes.

Mehrotra remains closely involved in product development. She reviews feedback and tests formulations before release. New launches move at a measured pace.

What Comes Next

In the coming years, Mehrotra plans to add 15 to 20 new products. She also wants to open salon spaces or pop-ups focused on curly hair care. These spaces would offer treatments and hands-on guidance.

Longer term, she plans to expand into other hair care segments. For now, the focus stays on curls.

She believes the curly hair category in India remains underdeveloped. Awareness has grown, but product choice and education still lag behind demand.

A Category Built From Lived Experience

Fix My Curls did not start with market reports or trend forecasts. It started with lived experience. Mehrotra built the brand to solve her own problem, then widened the solution for others.

In a beauty market crowded with broad claims, Fix My Curls stays narrow by design. It serves one hair type and builds depth within it.

As ecommerce and consumer tech brands continue to segment users, Fix My Curls shows how focus can create scale. The brand’s growth reflects a shift in how Indian consumers approach personal care.

For Mehrotra, curls are not a niche. They are the point.

FAQs

Q1. Who is Anshita Mehrotra?
Anshita Mehrotra is an Indian entrepreneur and the founder of Fix My Curls, a curly hair care brand.

Q2. What is Fix My Curls?
Fix My Curls is a direct-to-consumer hair care brand that makes products specifically for curly hair.

Q3. How old is Anshita Mehrotra?
She is 25 years old.

Q4. Where are Fix My Curls products sold?
The products are sold across India and in more than 15 countries, including the US, Germany, Switzerland and the UAE.