Founder & CEO Shaily Mehrotra discusses India’s skincare evolution, Fixderma’s omnichannel strategy, manufacturing edge and why men’s grooming is emerging as the brand’s next major growth opportunity
India’s skincare market has undergone a dramatic transformation over the past decade. Consumers are becoming increasingly ingredient-aware, dermatologists are playing a larger role in influencing purchase decisions and digital platforms have accelerated the adoption of science-backed skincare.
In an interaction with BW Retail World, Shaily Mehrotra, Founder & CEO of Fixderma, discusses the brand’s growth journey, what differentiates it in an increasingly crowded market, the growing importance of omnichannel retail and why she believes men’s skincare will be one of the fastest-growing segments over the next few years.
Fixderma has witnessed strong growth over the past few years. What have been the biggest drivers behind this momentum?
The growth isn’t entirely ours—it also belongs to the market. Post-pandemic, consumers developed greater trust in online shopping, which significantly accelerated skincare sales. At the same time, awareness around skincare has increased tremendously, thanks largely to social media and influencers, whether macro, micro or nano.
Consumers today know what’s launching in Korea, New York or Tokyo almost instantly. They’re far more willing to experiment with products and ingredients than they were a decade ago.
When we started nearly 15 years ago, skincare in India largely revolved around fairness creams and body lotions. Today, consumers actively look for ingredients such as retinol and niacinamide. The conversation has shifted from vanity to skin health, and that’s exactly what Fixderma has always stood for. We believe skin deserves the same attention as any other part of the body.
Competition has intensified with global brands, D2C players and Indian skincare companies entering the market. How does Fixderma differentiate itself?
Skincare is a low-entry-barrier category, so new brands emerge almost every day. However, sustaining a business is far more difficult than launching one.
Our biggest strength is that we are not solely a D2C brand. We built our business offline first and entered online much later. That gives us a strong understanding of traditional distribution.
Today, our business is diversified across dermatologist prescriptions, retail, exports and ecommerce. Around 25 per cent of our revenue comes from exports, making us less dependent on any single channel.
Another major differentiator is that we own our manufacturing facility. Very few skincare brands manufacture their own products. This gives us complete control over formulations, quality, product claims and margins, while allowing us to remain a profitable business.
How do you identify emerging consumer trends and decide which categories to expand into?
Honestly, India has only scratched the surface when it comes to skincare.
Every category—whether it’s face care, body care, hair care or children’s skincare—has enormous headroom for growth. Rising disposable incomes, changing lifestyles and increasing awareness are expanding the entire beauty and personal care market.
We’re also seeing older consumers spending more on themselves than ever before. They’re investing in wellness, supplements and skincare, creating entirely new opportunities.
One shift that makes me particularly happy is that India is gradually moving from being a price-conscious country to becoming a quality-conscious one. Consumers today are willing to pay for products they genuinely trust.
What prompted Fixderma to re-enter the men’s skincare category?
We actually launched a premium men’s skincare range nearly seven or eight years ago, but we were probably ahead of the market.
At that time, awareness was limited and Indian men weren’t ready to invest in skincare. Today, the situation has changed dramatically.
Men are becoming more conscious about skin health, and social media has made it much easier for brands to educate and communicate with this audience. Digital platforms and AI-powered marketing also allow us to reach consumers much more effectively than before.
This, we believe, is the right time to invest in the category.
What makes Fixderma’s new men’s skincare range relevant for today’s consumers?
We’ve launched five essential products that every man genuinely needs rather than creating products simply for the sake of expanding the portfolio.
Each formulation contains clinically relevant active ingredients, and every product has been designed specifically for men’s skincare requirements. Whether it’s our sunscreen or cleanser, the emphasis is on efficacy, not marketing claims.
We’re optimistic about consumer response because awareness around men’s skincare has grown significantly.
What role do you expect men’s skincare to play in Fixderma’s growth strategy over the next three years?
I believe the category will only grow from here.
India’s skincare usage remains significantly lower than many other countries when compared with our population size. That means the long-term opportunity is enormous.
Men are increasingly recognising that skincare is about maintaining healthy skin rather than vanity. Looking after yourself, staying well groomed and following a simple skincare routine are becoming part of everyday life.
This mindset shift will continue to fuel growth for the category.
If every man were to start with just one skincare product, what would you recommend?
A good face moisturiser. Men shave frequently and spend far more time outdoors in the sun, pollution and dust. Their skin loses moisture quickly, so maintaining hydration is extremely important.
A quality moisturiser should be the foundation of every man’s skincare routine.
