When Shaily Mehrotra, CEO & Co-Founder of Fixderma India Pvt Ltd, started the brand in 2010, skincare in India looked very different. Sunscreen was barely part of everyday routines, dermatologist-backed products were limited, and most over-the-counter skincare revolved around fairness claims or basic moisturisation.
“We wanted to bridge the gap between pharmaceutical efficacy and the look and feel of cosmetics,” she said, reflecting on the early years of the business. What began as a science-led skincare brand gradually evolved into an omnichannel company spanning dermatologists, retail, exports and digital commerce.
Nearly a decade later, her daughter Anshita Mehrotra, Founder, Fix My Curls entered a completely different category, a digital-first haircare brand focused on curly and textured hair. The idea came from personal experience. Growing up with naturally curly hair, Anshita realised there was little encouragement for people to embrace their natural texture. “No hairstylist would recommend keeping your hair as it is. The recommendation was always to straighten it,” she shared.
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That insight shaped the foundation of the brand. Instead of flooding the market with products, Fix My Curls focused on education and simplified routines. Even today, the brand intentionally keeps a tight product portfolio while investing heavily in community-led communication.
Despite operating in different spaces, both founders believe long-term brand building still comes down to patience and clarity. While social media and performance marketing have changed the pace of business, neither believes brands can afford to lose sight of trust.
For Shaily, that trust came through years of consistency and dermatologist credibility. For Anshita, it came from showing up online as both founder and consumer. Different playbooks, perhaps, but built on the same belief: solve real problems first, and growth follows.
