Shaily Mehrotra on How Fixderma is Shaping Skincare with Science-Backed Solutions
Year End Stories
StartupTalky presents Recap'24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The skincare industry in India is booming, with the market projected to grow by 2.57% annually from 2024 to 2029, reaching a volume of USD 11.31 billion by 2029. This growth shows the increasing demand for effective skincare solutions, with consumers becoming more conscious of the products they use.
In this edition of Recap'24, explore the journey of Fixderma, one of the leading names in the skincare industry. We had the privilege of connecting with Ms. Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd, where she shared the story behind the brand, its products, marketing strategies, and what’s next for the future.
StartupTalky: What inspired you to start Fixderma, and how did you identify the gap in the skincare industry that your brand addresses?
Ms. Shaily Mehrotra: When we started Fixderma in 2010, the skincare landscape in India was still emerging. While there was a wide range of skincare products available in the Indian markets, very few of them prioritized clinical efficacy and dermatologist-backed formulations.
The gap was clear to us, existing products lacked innovative, problem-solving formulations and often had a very clinical, pharma-like presentation. There were also limited solutions for issues like anti-aging, acne management, and scar treatments.
Our mission was simple to create products that genuinely fix skin concerns while maintaining the highest standards of quality and efficacy. This commitment has been the cornerstone of Fixderma’s journey. It’s why we reached out to dermatologists early on, building trust in a nascent market, and established our own manufacturing unit in 2013 to ensure complete control over quality. Today, this focus continues to drive us forward, as we aim to bring meaningful solutions to our consumers globally.
StartupTalky: What do you think has been the main reason behind Fixderma's growth? What key metrics do you track to check the company's growth and performance?
Ms. Shaily Mehrotra: The key driver behind Fixderma's growth is its continual commitment to developing clinically effective, high-quality skincare products that address real and unmet skin concerns. From the start, conducting clinical trials, developing and releasing proven, safe, and innovative products has enabled us to establish confidence among our consumers and dermatologists. So, this confidence we have earned, as well as the capacity to meet the fluctuations of the market while remaining unchanged in quality has played a crucial role in our growth journey.
Another significant factor has been our emphasis on education and awareness. Our association with IPL helped us reinforce the importance of ‘Har Din Sunscreen,’ encouraging daily sunscreen use among a broad audience. Additionally, through partnerships with Splitsvilla and college activations, we promote the early adoption of skincare routines among young consumers, making skincare education both engaging and impactful. We have worked to bring consumers closer to scientifically proven skincare to enable them to make choices wisely. Through collaborations with dermatologists and leveraging platforms like social media, we’ve created meaningful engagements that not only promote our products but also establish Fixderma as a reliable authority in skincare.
With regard to gauging the company’s development and performance, we focus on metrics that reflect both consumer satisfaction and market expansion. Our revenue growth, particularly across domestic and international markets, is a key indicator of our progress. We also pay close attention to how effectively we’re penetrating new regions and gaining traction in key markets. Customer loyalty is another critical factor, and we regularly evaluate repeat purchase rates and customer feedback to ensure our offerings meet and exceed expectations.
StartupTalky: As a dermatologist-prescribed brand, how do you ensure the efficacy and safety of your products?
Ms. Shaily Mehrotra: At Fixderma, ensuring the efficacy and safety of our products is at the core of everything we do. We work closely with dermatologists, to create practical solutions for real, everyday skin issues. In fact, the majority of our products are prescribed by dermatologists because the quality and performance of our formulations are trusted by them. This dermatologist-prescribed model has been built over years of research, testing, and feedback and this is how we have developed products that are effective.
Additionally, we invest in our own state-of-the-art manufacturing facilities at Neemrana, where we have full control over the production process. This allows us to guarantee the quality of the ingredients used in each product and conduct strict quality control at every stage of production. We also use an extensive process of clinical trials and patch tests to determine the client’s skin and the safety of the products. The continuous feedback loop from dermatologists and consumers is key to our product development.
Subham Kumar
StartupTalky: How has Fixderma managed to expand to over 30 countries, and what challenges did you face in international expansion?
Ms. Shaily Mehrotra: Fixderma's expansion to over 30 countries across the globe has been an exciting but challenging journey. One of the major hurdles we faced was meeting the varied regulatory standards in each market. The skincare industry is one that is heavily regulated and as such has strict guidelines that must be followed which varies from country to country.
To this end, we made sure that our manufacturing plants met worldwide standards, and I am proud to say that our factory meets the standards set forth by the USA FDA. This certification not only attests to our quality but also makes it easier to penetrate regulated regions. We also work closely with local teams in every country we enter. Understanding the nuances of each market whether it’s consumer behavior, cultural preferences, or local regulatory norms is critical to success.
StartupTalky: Can you tell us more about Fixderma's commitment to 'Make in India' and how it helps contribute to local employment?
Ms. Shaily Mehrotra: At Fixderma our effort towards the ‘Make in India’ campaign is one of our primary principles and business strategy. We strongly believe in contributing to India's growth by promoting domestic production, creating employment, and supporting the economy.
Our principle of selling ‘Make in India’ largely indicates all of our current products have been made in India using the best possible ingredients available in the local and international markets. This enables us to maintain strict quality control standards as well as reduce our dependence on imports, making it easy for us to stay price competitive yet not compromise on quality.
Due to manufacturing locally, we are able to create jobs in various departments such as assembly line, research and development, quality assurance, packing, and shipping. We have an extensive and reliable network of local suppliers and vendors, reducing our carbon footprint and enriching the Indian ecosystem. This creates even more jobs in the areas surrounding our manufacturing unit and helps develop skills in the healthcare and skincare industries.
The ‘‘Make in India’’ campaign does not only stop at manufacturing but extends to R&D as well. We put focus on groundbreaking R&D facilities in India enabling us to create cutting-edge skincare products tailored to both Indian and global markets.
StartupTalky: With over 130 SKUs, how do you manage product innovation while keeping customer needs and market trends in mind?
Ms. Shaily Mehrotra: At Fixderma, with more than 130 SKUs, handling product innovation is quite an intricate but exciting process. The key element in our strategy is to keep on understanding the changing customer needs and market dynamics so that we remain proactive and continue to develop products in line with what the consumers want.
We place a strong emphasis on R&D. Our dedicated team of dermatologists, scientists, and product developers are assigned the task of actively tracking the developments in the wellness and skincare markets and consumer trends. This means studying the patterns of international markets, doing a lot of market research about the consumers, and being updated about the latest improvements in dermatology and skin care. We also closely observe feedback from our existing customers, particularly the issues they face with their skin and how our products can offer solutions.
We firmly anchor our innovations on the needs of the customer through our products which target acne, pigmentation, anti-aging, sun protection, and pigmented skin among others. Interactions with dermatologists, influencers, and experts in the field help us to ensure that our products are scientifically backed, safe, and effective. This allows us to develop solutions that truly resonate with the market and cater to evolving customer needs.
StartupTalky: How does Fixderma empower underprivileged communities, and why is this cause important to you as a brand?
Ms. Shaily Mehrotra: One of my primary goals has always been to work together and help the poor and disadvantaged people in society. I have always felt a responsibility to give back to society, and this commitment is deeply embedded in Fixderma's business ethos. For us, corporate social responsibility is not just another add-on activity; It is an integral part of our brand attributes.
For children and women from poor and marginalized communities, we have established an NGO called the Fix My Life Foundation, located in Varanasi, and through this NGO, we strive for the betterment of these individuals. This initiative started with a simple rational idea that every person is worthy of living a good life irrespective of the situation he or she is born into. We emphasize making a positive difference through various components such as educational programs, vocational programs, and health care programs aimed at addressing the most basic needs.
Manav Makhija
StartupTalky: What were some of the biggest challenges and achievements for Fixderma in 2024 and how did they shape the company’s direction?
Ms. Shaily Mehrotra: Fixderma witnessed remarkable milestones in 2024 while also navigating significant challenges that shaped the company’s growth. One of the high points of the year was the launch of our new moisturizing range Durave. Fixderma has always been driven by clinical expertise, and we identified a strong opportunity in the marketplace for an effective moisturizing solution that appeals to consumers. Our Fidelia range, which is part of our prescription-led RX portfolio, continued to cater to a niche medical audience.
Another significant triumph was the incorporation of Exosome technology in our products, once again emphasising our inclination towards technology and introducing modern, science-based, and effective skin-care products. We also made a huge step forward with the launch of our flagship store, which allowed us to bring the Fixderma experience closer to our customers. Also, a particularly exciting launch was our underarm roll-on. This product was aimed at pigmentation and dark patches in the underarm area.
However, along with these accomplishments, Fixderma enjoyed a fair share of challenges too. The biggest one was transitioning from being a dermatologically recommended brand to achieving significant success in the commercial and online skincare market. While our strong credibility among dermatologists provided a robust foundation, moving into the competitive digital landscape required a different approach. Educating consumers about the clinical expertise behind products like Shadow, Durave, Salyzap, and Skarfix was key.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Ms. Shaily Mehrotra: At Fixderma, our marketing strategies are a hybrid of traditional and innovative approaches which allows us to maintain a good brand reach, engagement, and value for our customers. There has been a huge emphasis on developing brand campaigns that capture the attention of those we aim to reach and build long-lasting relationships.
One of our most groundbreaking initiatives in 2024 has been striking major sponsorship deals which remarkably improved our brand visibility. We created our high-profile partnerships with entities such as the Delhi Capitals in the IPL and MTV Splitsvilla. These sponsorships enabled us to take the Fixderma brand to a much wider and more varied audience whilst also promoting the brand in exciting endeavours that appeal to our target audience. Such a strategic measure not only increases our brand credibility but also increases further our hold within the already crowded skincare market.
In addition to sponsorships, we also took a leap into the digital space by creating our mobile application. This app is designed to enhance the overall customer experience while shopping on our app by making it easy for them to navigate through our product assortment, get tailored skincare advice, and enjoy different offers. The app was an important milestone in our digital evolution and was designed to help us engage more closely with our customers through a seamless and friendly user interface.
Tanusha Verma
StartupTalky: What are the future plans for Fixderma? How do you plan to expand the Customers, SKUS, and team base in the future? What will be your growth strategy for the next 2-3 years?
Ms. Shaily Mehrotra: We at Fixderma are committed to providing effective and innovative skincare solutions. Our growth plan is centred around new product development (NPD). We'll continue to invest in our R&D capabilities to introduce new product categories and ranges. In 2025, we are excited to introduce our new baby care range along with product extensions in existing categories. With this, I intend to expand our customer base by implementing sharp data-driven targeting, fostering stronger relationships with customers at the back of dermatologists' credibility, and leveraging various customer touchpoints.
StartupTalky: As a female founder, what advice would you give to aspiring entrepreneurs looking to build a brand in the highly competitive skincare industry?
Ms. Shaily Mehrotra: As a female founder in the highly competitive skincare industry, I would recommend being true to oneself and the challenge that comes with building a brand. First and foremost, know your ‘why.’ This is the foundation of your business model, be it an unwavering commitment to providing safe and effective skincare, or to conducting business ethically.
I also believe that customers have become more educated and choosy in the products that they buy – which makes the authenticity of the brand imperative. It helps if you are very clear about your objectives, say if you want to create new and unique skincare products or environmentally friendly solutions, as this helps the audience relate to you and build their trust in you, time and again, over time.
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