On Women’s Day, Shaily Mehrotra, CEO and Co-founder of Fixderma India, talks about her journey as an entrepreneur, the challenges she faced, and her vision for the brand’s future
Shaily Mehrotra embarked on her entrepreneurial journey in 2010 with Fixderma, a brand dedicated to high-quality, cosmeceutical skincare solutions. Before launching her own brand, she represented two international skincare brands—one from the US and another from Australia. Having spent over a decade in Southeast Asia, she was unfamiliar with the Indian market’s nuances. However, the experience exposed her to global trends, which later helped her shape Fixderma.
The turning point came when one of the brands she represented was acquired. This made her realise the need to build something of her own. “At that time, cosmeceutical products were not readily available in India. Pharmaceutical skincare products were prevalent, but they lacked innovation and aesthetic appeal,” she explains. Fixderma was launched with a clear vision: to create a range of products that addressed specific skin concerns with a scientific approach. “The name ‘Fixderma’ itself reflects our intent—to fix your skin concerns,” she adds.
Starting with a modest portfolio of seven to eight products, including moisturisers, foot creams, and sunscreens, Fixderma initially relied on dermatologists’ prescriptions as its primary business model. Since D2C (direct-to-consumer) channels were not widespread at the time, the brand focused on building trust within the medical community.
Overcoming Challenges in a Competitive Market
Like most entrepreneurs, Mehrotra faced multiple hurdles. “Building a strong team was a major challenge,” she recalls. “When you are new to the market, experienced professionals are hesitant to join you.” Fortunately, she managed to assemble a competent team early on.
Another significant challenge was understanding the complex Indian distribution network. “Unlike new-age D2C businesses, traditional distribution is intricate, and there is no fixed rulebook. You learn through experience,” she says.
Realising the importance of quality and packaging, Fixderma decided to establish its own manufacturing unit in 2013—a move that came with its own set of challenges. “Setting up a manufacturing unit is not easy. From dealing with vendors to securing government licences, every step was a learning experience,” she shares.
Competing against established pharmaceutical giants such as Cipla and Dr. Reddy’s was another uphill battle. However, Fixderma carved its niche by focusing on innovative formulations and superior packaging. “Big players had similar products, but their focus was not on key ingredients or aesthetics. Our exposure to international markets gave us an edge in creating unique formulations,” Mehrotra explains.
Staying True to Brand Values
Fixderma has grown into a reputable name in the skincare industry, known for its quality and innovation. Despite the increasing competition, Mehrotra remains committed to the brand’s core values. “Our priority has always been quality. Many brands grow exponentially by compromising on price and ingredients, but for us, ensuring that every product delivers results is paramount,” she says.
The brand’s success is evident in its international expansion. “We are present in over 34 countries, including Southeast Asia, the Middle East, the US, the UK, and Australia. Consistency in quality has allowed us to retain the same distributors for over a decade,” she notes.
Future Roadmap and Expansion Plans
Looking ahead, Fixderma is set to expand its product portfolio with innovative solutions. “We don’t believe in chasing trends; we focus on solving real skincare concerns,” Mehrotra asserts. The brand is currently developing new products for specific skin conditions, such as rosacea, which are often overlooked in the Indian market.
For summer 2025, Fixderma is set to launch an extended range of sun care products, including sunscreen lip care, sprays, and serums. “Sunscreen serums are an exciting addition, and we are looking forward to bringing these innovations to the market,” she shares.
Words of Wisdom for Aspiring Women Entrepreneurs
Reflecting on her journey, Mehrotra offers valuable advice to women looking to venture into entrepreneurship. “It’s not easy. It requires perseverance, resilience, and a willingness to take risks,” she says. She believes that challenges are an integral part of the journey, and continuous learning is key to overcoming them.
