Foxtale, an India-based beauty and personal care company, has launched a new bodycare brand, Hula Hoop by Foxtale, as it begins operating under a House-of-Brands model. The launch follows the company reaching a reported topline GMV milestone of approximately ₹700 crore.
Hula Hoop by Foxtale introduces a bodycare range developed using Foxtale’s clinical formulation capabilities. The brand focuses on targeted concerns including body acne, pigmentation, keratosis pilaris, dryness and broader skin health. Positioned as a science-first line with a lighter brand identity, Hula Hoop extends Foxtale’s formulation approach into the wider bodycare category.
Foxtale stated that its shift to a multi-brand structure is supported by year-on-year growth of 250% and a reported repeat purchase rate of 50% on its D2C website. The company said this performance has enabled it to expand into adjacent product categories.
Commenting on the launch, Romita Mazumdar - Founder & CEO of Foxtale & Hula Hoop, Foxtale, said, “With Hula Hoop by Foxtale, we’re entering a new chapter in our journey. This is not just about launching a new brand; it’s about building a portfolio that can meet the evolving needs of consumers across multiple categories. Our ambition is to create category-defining brands rooted in efficacy, scientific rigour and customer obsession.”
At introduction, Hula Hoop will roll out four products priced between INR 329 and INR 649: Brightening Body Wash, Exfoliating Body Wash, Brightening Body Lotion and Exfoliating Body Scrub. The brand will be available on its D2C platform as well as on Nykaa, Amazon and quick-commerce channels from 9 December, with plans for further retail expansion.
Mazumdar added, “Our vision is to build brands that are scientifically advanced, culturally relevant and accessible at scale. Hula Hoop represents our commitment to innovation and our long-term goal of shaping the future of beauty and personal care in India.”
Foxtale projects closing the year with an Annual Recurring Revenue (ARR) of over INR 700 crore in GMV. The company expects profitability next year, citing improved operational metrics and continued demand across digital and retail channels. Foxtale said this business outlook will support its move towards a broader multi-brand portfolio.
