For several years, those with curly hair in India faced difficulty in sourcing proper hair care products. Others were compelled to use products meant for straight hair or pay out-of-pocket for high-end versions imported from abroad. This predicament struck close to home with Anshita Mehrotra, who was tired of inadequate solutions and determined to do something about it. What began as a personal endeavor quickly became Fix My Curls, a company committed to offering quality hair care products specifically tailored for curly hair.

A Personal Struggle Turned into a Business Idea

Anshita Mehrotra’s journey started in 2019 when she was taking a gap year from studies at the University of British Columbia. She would often find herself having to import expensive curly hair products from overseas, as Indian brands did not match her hair type. Her mother, Shaily Mehrotra, a skin care entrepreneur turned fixer of skin issues and founder of Fixderma, had been urging her to formulate something of her own. That push was the seed planted for Fix My Curls.

Mehrotra started doing intense research and collecting products for curly hair from all over the world to determine what is in them. Through trial and error, she identified common pain points-curls are dry, there is a lack of styling options, and curls do not retain moisture. She uses online resources, scientific studies, and hands-on experimentation to develop her formulating.

She was able to make five products by August 2019, which included leave-in conditioners, curl creams, and gels. The initial batches were sold under Fixderma on Amazon for the first year. When the COVID-19 pandemic came, Mehrotra decided to take Fix My Curls to the next level by officially launching her own company and website. What started as an experiment now turned into a full-fledged business venture.

Expanding the Reach: A Growing Brand

Fix My Curls has grown exponentially since its launch. The brand has been able to expand across various online platforms, such as Amazon, Nykaa, and quick commerce platforms. The quick commerce platforms now contribute 15% of the company’s overall revenue, reflecting a change in consumer behavior towards instant buying options.

International, besides India, is where Fix My Curls also found market presence. Their product range from hair butter to hair masks, leave-in creams to volumizing mousses, shampoos, and conditioners now enjoys the reach in more than 15 countries around the globe- Germany, Switzerland, US, and the UAE. Thus, the expanding footprints in global markets tell much about Fix My Curls reaching out to the underexploited market which enjoys a strong demand.
Raising Investment: Top Funds Follow It

Recognizing the potential of Fix My Curls, several prominent investors have invested in the brand. Last year, the company raised close to a million dollars from Amazon Sambhav Fund, India Quotient, and DSG Consumer Partners. Mehrotra’s deep passion for the product and her commitment to solving a real-world problem attracted the investors.

Hariharan Premkumar, Head of India at DSG Consumer Partners and Managing Director, had great words for Mehrotra as a founder. “Anshita is irrationally passionate, product obsessed, thrifty, and capital efficient, which are values we respect,” he said. The funding from these companies will drive the next growth phase of the company in terms of new product launches and physical retail space expansion.

Future Plans: Building an Ecosystem of Curly Hair

Although Fix My Curls has been a success, Mehrotra thinks that there is still a lot to be done in the world of curly hair. She has big plans of launching 15-20 new products over the next few years so that curly-haired people can have access to a complete spectrum of good hair care products. She also has a vision to create salon spaces or pop-up shops where clients can get custom treatments based on their specific hair requirements.

Mehrotra also plans to expand into the wider hair care space while further strengthening Fix My Curls as the brand of choice for curly-haired people. “For now, we are very happy to be the ones pioneering in the curly hair space. I think there is so much to do in this space itself in the next couple of years,” she said.

Conclusion: A New Era for Curly Hair Care

Anshita Mehrotra’s is a tale of determination, creativity, and entrepreneurial zeal. Fix My Curls is more than another hair care company; it is a revolution in the Indian beauty space, targeting an audience that has been neglected for far too long. By creating a real void in the marketplace and offering good-quality, high-performance products, Mehrotra has established Fix My Curls as a respected brand in the market.

As the brand expands, it is sure to create more inclusive beauty solutions, demonstrating that the greatest businesses are born out of personal challenges. With a clear vision and an expanding pool of loyal consumers, Fix My Curls is poised to revolutionize curly hair care in India and the world.

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